US marketing and media professionals will allocate 37.4% of their ad budget to digital audio placements by mid-2017, according to a survey of 532 professionals conducted by Advertising Age, The Trade Desk and Advantage Business Research in June. With around 68 million streaming music subscribers worldwide, advertisers are focusing on music services and podcasts through programmatic ad buying. Of the respondents, 67.5% were interested in streaming music services, 41.7% in podcasts, and around 11.6% in formatted music channels.
US marketing and media professionals will allocate around 11.6% of their ad budget to digital audio placements by mid-2017, according to a survey of 532 professionals conducted by Advertising Age, The Trade Desk and Advantage Business Research in June. With around 68 million streaming music subscribers worldwide, advertisers are focusing on music services and podcasts through programmatic ad buying. Of the respondents, 67.5% were interested in streaming music services, 41.7% in podcasts, and 37.4% in formatted music channels.