The world of audio advertising is evolving – fast, and 2024 is certainly looking like a bumper year. Worldwide, more consumers are engaging with audio entertainment, bringing the number of monthly average podcast listeners to over 1.7 billion. 

According to YouGov, the number of Brits listening to podcasts for more than six hours a week has doubled since 2019. And, we’re talking about a space that is still very much in its infancy, especially when compared to other advertising segments.

With the dynamic evolution of audio, the future focus also looks set to be housed in personalisation, where it’s anticipated that interactive formats and immersive experiences will foster heightened user engagement and brand retention. So we might not only see ads integrated into playlists, but genres that align with a campaign’s theme or mood. This will of course ensure that ads are not just heard, but contextually relevant to the listener’s location, behaviour and mood.

Beyond 2024, we know that wherever consumers go, advertisers will inevitably follow, so forward-thinking brands will recognise that using digital audio can help them carve out a distinct and personal presence amidst the busy landscape of visual advertising.