Digital Audio is one of the fastest-growing markets in New Zealand media delivering an increase in digital advertising revenue of 34.5% year-on-year. To supply the industry with best practices and ways to drive continued growth, the IAB New Zealand Audio Working Group hosted their Digital Audio event ‘Hit Play’ on Thursday 17th October, revealing the findings of the 4th annual IAB New Zealand Evolution of Audio Survey.
Ryan Bridge and Francesca Rudkin from NZME presented the 4th annual IAB New Zealand Evolution of Audio Survey results revealing that Digital Audio is in an exciting growth phase - 93% of agencies have used digital audio streaming in the last 12 months, and 83% have used podcast advertising, with brand building and engagement being the key drivers.
Almost 60% of survey respondents are planning to invest more in Digital Audio over the next 12 months, with a focus on audio buys including bundling it with other media opportunities, and programmatic guaranteed deals.
Kate Grigg, Chair of the IAB New Zealand Audio Working Group and Head of Publicis Media Group NZ says, “Connecting with highly engaged audiences makes Digital Audio a key way to enhance other media channels. We're observing that streaming digital audio and podcasting are increasingly becoming an important part of media planning.”
IAB New Zealand Members can download the full IAB New Zealand Evolution of Audio Survey 2024 report below.
Evolution of Audio Survey Report 2024