The article discusses the significant underinvestment in audio media by advertisers, noting that many agencies do not have dedicated audio departments and often overlook its potential. With Nielsen's plans to include podcasting in their widely used media planning tools, the industry is set to enhance its visibility. The article states that ad-supported audio reaches 82% of Americans daily, offering a compelling alternative to traditional media like television. To grow, podcasting can leverage budgets from linear TV, digital display ads, and streaming video, providing immersive and engaging ad experiences.
Many agencies don't have dedicated audio departments, often lumping audio into 'other media'. Surprisingly, big advertisers frequently allocate zero budgets for audio.
Podcasting is not present in most media planning tools. However, Nielsen’s plan to add podcasting to their NMI platform could change this lack of representation.
Edison's 'Share of Ear' shows 82% of Americans are reached daily by ad-supported audio, highlighting its significant audience engagement compared to traditional media.
Advertisers can tap into podcasting budgets from linear TV, digital display ads, and streaming video, which presents an immersive ad experience with higher engagement.
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