INTRODUCTION

Audio marketing is the display of commercials as audio records on radio stations and online streaming services like podcasts and music services. Due to technology advancements and growing consumer demand, audio advertising is growing in popularity along with audio as a medium.

The COVID-19 pandemic led to an increase in customers for audio streaming services as well. The IAB Internet Advertising Revenue Report estimates that by 2021, digital advertising will have grown by 35% to reach $189 billion.

• 88% of marketers who use podcasts and audio content intend to spend the same amount of money or more in 2022.
• In audio chat rooms like Clubhouse and Twitter Spaces, only 16% of advertisers claim to have made an investment.
• Over 12 year olds in the United States listen to podcasts on a weekly basis—28% of the population.
• Approximately 226 million Americans, or 79% of the population in the United States who are 12 years old and older, are familiar with podcasts, up from 78% in 2021.
• 177 million individuals, or 62% of the population, have reportedly listened to a podcast, an increase of 15 million listeners from the previous year’s 57%.
• Every month, 38%, or 109 million people, listen, down from 41% in 2021.
• In a similar vein, 74 million people, or 26%, listen once a week, down from 28% last year.
• Monthly listeners are split between 53% men, 46% women, and 1% non-binary/other.
• Those between the ages of 12-34 make up 50% of monthly listeners, compared to 43% of those between the ages of 35 and 54 and 22% of those 55 and over.
• White people make up 59% of monthly podcast listeners, followed by African-Americans and Hispanics at 16% each, Asians at 3%, and Other people at 6%.

CONCLUSION

Due to its flexibility in reaching the listener at any time and location, but more importantly, in every context, audio content has demonstrated its significance in creating a superior user experience. Its intimate and immersive quality, which makes use of storytelling, is a major advantage whether it’s for engagement or advertising objectives.

Audiences can be captivated and kept fully attentive via audio, as has been demonstrated. When using earphones, for instance, the experience is so personal that companies practically inhabit the listener’s thoughts; as a result, when they discuss something in the aural environment, they are acutely aware of their audience.