Australian podcast adspend triples in one year, say IAB
February 22, 2018 · Updated June 19, 2018 · 1.3 minutes to read
The IAB in Australia publishes their Digital Audio Advertising State of the Nation research, interviewing both agencies and marketers. From it, AdNews reports that podcasting adspend has tripled, that 14% of media agencies bought podcast ads in 2017, a figure increased from 5% in 2016. A total of 70% of Australian marketing agencies plan to use branded podcasts. Mumbrella have a different take, saying the research shows agencies remain unsure about podcasting and voice marketing.
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