As per reports, overall digital audio consumption is growing in the UK with the increased popularity of voice-activated devices, podcasts etc. Advertisers and media agencies are eyeing a major budget boost in the digital audio market in the UK.
The report suggests that 79% of advertisers and agencies believe reaching audiences through voice-activated devices in the next 12 months is key.Also, 68% of the UK advertisers and agencies plan to create ads specifically for voice-activated devices this year while 66% of advertisers say they will advertise in podcasts. 77% of both advertisers and agencies agree that advertising in podcasts represents an untapped opportunity.
Major reasons for increased investment include targeting capabilities (62%), the rise of streaming platforms (54%), voice-activated devices (52%) and reach (50%).