Measuring Digital Audio in Media Mix Models (MMM): A Beginner’s Guide (IAB U.S.)

Thanks to our colleagues at IAB US we can share a new guide exploring why audio investment lags behind consumption and how the industry can address it. 

As digital audio consumption continues to grow in Aotearoa, ensuring this channel is accurately valued in omnichannel media plans is more important than ever. The IAB US guide, Measuring Digital Audio in Media Mix Models, offers essential insights for marketers, media planners, and publishers on how to better integrate audio into measurement frameworks that inform strategic investment.

According to IAB US Digital Audio is one of the most underutilised channels in media planning - despite its reach, engagement, and proven ROI. This new IAB US guide, “Measuring Digital Audio in Media Mix Models (MMM),” explores why audio investment lags and how the industry can fix it.

Why This Matters 

Although 80% of Americans listen to Digital Audio monthly, the channel receives less than 3% of digital ad spend. A key reason: audio is often excluded, or underrepresented, in Media Mix Models (MMM) due to inconsistent, incomplete data.

What the Guide Covers

This beginner-friendly resource helps advertisers, agencies, and publishers:

• Understand why MMM for audio matters
• Identify the data gaps holding back investment
• Standardise key inputs like creative, media type, geography, and audience
• Learn how to structure and deliver data for MMM inclusion
• Move from anecdotal success to measurable business outcomes

If you’re an IAB New Zealand Member, you can download this resource here

For further information or to become an IAB New Zealand Member, please get in touch.