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DIGITAL AUDIO BUYER’S GUIDE – 2.02
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital
economy. Its membership is comprised of more than 650 leading media and technology companies that are
responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group
felds critical research on interactive advertising, while also educating brands, agencies, and the wider business
community on the importance of digital marketing. In affliation with the IAB Tech Lab, it develops technical
standards and best practices. IAB and the IAB Education Foundation are committed to professional development
and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the
work of its public policy offce in Washington, D.C., IAB advocates for its members and promotes the value of the
interactive advertising industry to legislators and policymakers. There are 43 IABs licensed to operate in nations
around the world and one regional IAB, in Europe. Founded in 1996, the IAB is headquartered in New York City
and has a San Francisco offce.
For a complete list of IAB Members as well as the Councils, Committees and Working Groups who are actively
shaping the interactive industry, please visit the IAB Member Center.
DIGITAL AUDIO BUYER’S GUIDE – 2.03
TABLE OF CONTENTS
Introduction ...4
Digital Audio’s Value Proposition to Advertisers .........4
How is Digital Audio Consumed .........9
Building a Digital Audio Campaign – Elements and Tools ...........10
Conversion and Attribution for Digital Audio Campaign .11
Audience Measurement for Digital Audio Advertising..12
Digital Audio Advertising Case Studies ...13
Listening Locations for Digital Audio ......15
Planning and Buying Digital Audio Campaigns ........17
Digital Audio Measurement Tools ........19
Delivery and Targeting Capabilities of Digital Audio ...20
Creatively Speaking .......22
Keep in Mind .22
DAAST and VAST ........ 22
Conclusion ...23
Members of the Audio Committee .......24
Appendix ....25
DIGITAL AUDIO BUYER’S GUIDE – 2.04
Introduction
The demand for Digital Audio is growing, driven by connected lives that rely more and more on mobile devices.
According to the most recently reported study of consumer adoption of digital media, The Infnite Dial 2018 by
Edison Research and Triton Digital, 64% of Americans (12+) listen to online radio, while 26% listen to podcasts.
This mainstreaming of digital audio follows a broader pattern of smartphone use and connected mobile lifestyles
where audio plays a more and more central role.
With smartphone ownership now at more than three-quarters of the population1, constant connectivity has
become the way most Americans live their lives. The expectation of constant connectivity has driven innovation in
terms of connected cars as well as devices in the home and everywhere. As consumer demand for these products
expands, screens and browsers on these devices are shrinking or disappearing, while smart speakers are becom-
ing increasingly popular. The Connected Car and connected home are Audio First environments where what you
hear is more important than what you see. Advertisers, brands and agencies with developed expertise in audio
messaging are poised to excel in such a landscape.
This guide is designed to provide those key players with the information and resources necessary to take ad-
vantage of Digital Audio advertising opportunities. IAB and the members of its Digital Audio Committee have
pursued a goal of educating marketers and agencies, creatives, planners and buyers about audio advertising
opportunities and discussing best practices and guidelines for building highly successful audio campaigns.
Digital Audio’s Value Proposition to Advertisers
In today’s highly mobile and connected consumer environment, advertisers are investing in digital audio for
several key reasons:
1. Large and growing audience
2. Effective reach with mobile consumers
3. Audio is on when screens are not
4. Favorable demographics
5. Highly measurable impressions
6. Strong responsiveness to ads
7. Brand safe message environments
1 pewinternet/fact-sheet/mobile/。。。