Check out this latest piece published in Adweek by Garrison Dua, VP of Demand, North America!

In today’s fragmented media landscape, leveraging digital audio is not just table stakes—it’s a game-changer for advertisers trying to connect with diverse audiences. As Americans spend over four hours a day immersed in audio content—nearly 20% of their day—the rise of digital audio is impossible to ignore.

And with the world becoming increasingly diverse, forging authentic connections through this medium is more important than ever. This strategy not only broadens a brand’s reach but also deepens its impact on audiences often overlooked by mainstream media.

Check out this article by Garrison Dua, VP of Demand, North America.

The rise in audio consumption presents a significant opportunity for advertisers to reach audiences. Yet, conventional methods of audio advertising have often fallen short in terms of convenience and effectiveness, leaving a noticeable gap between the potential of audio media and the investment it attracts.

Enter programmatic audio: A transformative solution that not only simplifies the ad-buying process but also elevates audience engagement to position itself as a pivotal development in audio advertising.

By Garrison Dua, VP Demand, North America.

We all know screens dominate today's culture. You're even looking at one right now.

Watching television, scrolling through social media, and working on a laptop, are all inherent parts of everyday life. But screen time is becoming excessive. The average American spends over 7 hours per day looking at a screen.

On the other hand, audio provides a needed and welcomed escape through music, audiobooks, or podcasts. Podcasts' popularity has steadily grown over the past few years, with Statista reporting that there were 88 million monthly podcast listeners in the U.S. in 2019, and forecast to exceed 164 million by 2023.

Brand marketers, however, have been reluctant to evolve their marketing budgets to reflect the potential of audio advertising. Total podcasting ad spend is expected to hit over $2.5 billion by 2024, according to Statista. However, WARC gives a global estimate that podcast advertising is undervalued by $40 billion.

There are actionable, scalable, and accessible opportunities for marketers to utilize programmatic audio technology - from targeting parameters to how it effectively negates ad-blocker usage. But how can marketers use programmatic podcasting to maximize the channel's full potential?

By Garrison Dua, VP Demand, North America.

Digital audio consumption has steadily risen over the last 10 years. There were 7.9 million music subscribers in 2014; this figure eclipsed 82 million in 2021, according to Statista. Weekly digital audio listenership has increased by over 38 percent in the past decade, with an audience of 192 million, reported by Insider Intelligence. Advertisers have been quick to take note of this shift. Global digital audio ad spend is forecast to hit $6.78 billion in 2022 and rise to more than $10 billion by 2027, via Statista

Listeners demand relevant experiences, so to avoid alienating audiences, brands must ensure their ads seamlessly integrate alongside published content; this is where programmatic audio advertising shines.

What does programmatic audio advertising look like in practice, and how can marketers successfully leverage it?

Check out this byline by Garrison Dua, VP of Demand, North America!

As new ad formats let listeners interact with their devices, allowing brands to measure this engagement in real-time, the correlation between the listener ad engagement and the time of exposure to have the most impact becomes more evident. From smart speakers to mobile phones, audiences can continue engaging with audio outside the home while conducting everyday activities. 

So what does this look like for advertisers wanting to engage and reach these listeners?