How consumers perceive and interact with brand suitable ads on digital audio platforms
Digital audio advertising is growing at the speed of sound. Marketers are investing in digital audio — in fact, ad spend in the space is expected to surpass $7.5 billion in 2024, putting it on track to be one of the fastest growing channels for media investment.
But as audio advertising grows, so will threats to your brand. And it’s critical for marketers to understand how these emerging threats to media quality impact consumers’ engagement with and perception of brands that advertise on digital audio platforms.
In our latest research, Integral Ad Science surveyed consumers to uncover how they think about brand suitability and risk for different types of digital audio content, including both music and podcasts. Plus, we explored how ad adjacency to risky content impacts brand favorability and purchase intent.
Here's a quick look at what we found:
- 81% of U.S. internet users listened to a digital audio platform in the last 12 months
- 51% of digital audio listeners say it’s important that ads are relevant to the surrounding digital audio content
- 25% of digital audio listeners say they would avoid purchasing from a brand that advertises near unsuitable audio content
As digital audio grows, don’t let your brand get caught in the noise. Invest in digital audio that keeps your brand safe and drives results. Download the research to find out more.