{"id":327093,"date":"2023-10-03T11:59:00","date_gmt":"2023-10-03T11:59:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/research-the-sound-of-suitability\/"},"modified":"2026-04-22T11:17:22","modified_gmt":"2026-04-22T11:17:22","slug":"research-the-sound-of-suitability","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/research-the-sound-of-suitability\/","title":{"rendered":"RESEARCH: The Sound of Suitability"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"327093\" class=\"elementor elementor-327093 elementor-326637\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-623125b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"13376\" data-id=\"623125b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-883f5ab\" data-eae-slider=\"26835\" data-id=\"883f5ab\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f3649a0 elementor-widget elementor-widget-heading\" data-id=\"f3649a0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How consumers perceive and interact with brand suitable ads on digital audio platforms<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-9fe2dad elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"8856\" data-id=\"9fe2dad\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a96f8c1\" data-eae-slider=\"4412\" data-id=\"a96f8c1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d66b8e9 elementor-widget elementor-widget-text-editor\" data-id=\"d66b8e9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Digital audio advertising is growing at the speed of sound. Marketers are investing in digital audio \u2014 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.<\/p>\n<p>But as audio advertising grows, so will threats to your brand. And it&#8217;s critical for marketers to understand how these emerging threats to media quality impact consumers\u2019 engagement with and perception of brands that advertise on digital audio platforms.<\/p>\n<p>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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-08a3ef0 elementor-widget elementor-widget-heading\" data-id=\"08a3ef0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Here's a quick look at what we found:<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b482c32 elementor-widget elementor-widget-text-editor\" data-id=\"b482c32\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>81% of U.S. internet users <strong>listened<\/strong> to a digital audio platform in the last 12 months<\/li><li>51% of digital audio listeners say it\u2019s important that <strong>ads are relevant<\/strong> to the surrounding digital audio content<\/li><li>25% of digital audio listeners say they would <strong>avoid purchasing<\/strong> from a brand that advertises near unsuitable audio content<\/li><\/ul><p>As digital audio grows, don&#8217;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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>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. <\/p>\n","protected":false},"author":59,"featured_media":326682,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[757,287,272],"tags":[],"class_list":["post-327093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audio-uk","category-featured-uk","category-research-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>RESEARCH: The Sound of Suitability - 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