Digital audio ad spending continues to grow, with estimates that it will make up a fifth of all time spent with digital media in the U.S. this year. But where are the ad dollars coming from to support the medium? A Million Ads conducted a comprehensive analysis of over half a billion ad impressions over a three-month period and its data shows that a third of ad spend and impressions comes from a single category: retail. No other ad category is even close, with No. 2 travel accounting for less than half (15.3%) as much digital audio ad spending.
Steve Dunlop, founder and CEO of A Million Ads (AMA), says the appeal of dynamic audio for retail is driven by an ability to rotate through offers by date, product and location at a national scale. The result is large retail advertisers like Walmart, Target, Albertsons and Kroger can deliver personalized and localized messaging at a national scale. It also means they can plan their advertising for the entire year ahead of time, and then use dynamic creative to keep the ad new and fresh over time by switching in dynamic lines for new products or offers or for seasonal moments.
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