Online radio advertising may see further growth opportunities yet

According to a recent study conducted by Edison Research and audio ad exchange Triton Digital, digital audio listenership is up in 2017.

  • Over 50% of the U.S. Adult population now streams digital audio (online radio, podcasts, etc.)
  • That number increases to 83% for 12-24 year olds
  • Average weekly listening time is up 2 hours and 31 minutes since Q2 2016
  • Average weekly listening: 14 hours, 39 minutes

The study: The Infinite Dial 2017


How will this growth benefit audio advertisers?

With increasing listenership across streaming audio channels, programmatic audio platforms will see their landscape and capabilities evolve as well.

Open-Exchange audio CPMs will decrease

Not significantly for a while, however. Audio inventory is still seen as premium by publishers, many of which still sell spots on traditional radio ad models. That said, private marketplace deals will likely become more accessible / publishers more negotiable on pricing, and more 2nd price auctions will become available.

Targeting and Attribution capabilities will become more sophisticated

Demand side platforms have distinct advantages over buying direct from audio publishers like Pandora. Segmenting inventory on publishers like Spotify, iHeartRadio and SoundCloud allow DSPs to make>Double Verify will make tools for monitoring inventory available.


Find out more about programmatic audio advertising and RTBiQ

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