Digital Audio Media Spending Gains In Europe, Has Room For Growth

A study by GroupM Nexus and trade group IAB Europe found that many European audio advertisers recognize engagement.

About three-quarters (73%) of buy-side respondents said that between 1% and 25% of their total ad spending was in digital audio. A quarter (24%) said it was between 11% and 25%, a sign that digital audio is somewhat new in terms of total advertising budgets. Publishers on the sell-side of the transaction have a similar experience, with 66% getting 1%-25% of their total advertising revenues from digital audio ads. There's room for growth, even after spending on the channel has increased since 2019 or before the pandemic.