More people than ever in the US are spending time with digital audio, leading to growing advertising opportunities. To properly communicate with audiences, advertisers should make sure the right creatives are used with the right audio formats. Otherwise, they run the risk of annoying or alienating their audiences.
In a July 2019 survey conducted by customer experience analytics firm Bizrate Insights and commissioned by eMarketer, almost half of US internet users considered audio ads on music streaming services or podcasts to be annoying.
With podcasts, dynamic ads are less prevalent but are becoming more popular. Slightly fewer than half (48.8%) of US podcast ad revenues in 2018 were from dynamically inserted ads, according to a study from the Interactive Advertising Bureau (IAB) and PwC. This portion was up from 41.7% in 2017. Read the rest at eMarketer.