Ad Execs Bullish On Programmatic Radio, Digital Audio Too

The percentage of ad buyers who buy radio and digital audio advertising via programmatic technology will nearly triple in the next 12 months, according to a survey of advertising and media-buying executives and radio industry professionals fielded recently by media technology firm WideOrbit.

Among those ad execs currently buying radio programmatically, 100% said they will either increase or maintain the amount of radio ads they buy that way over the next 12 months.

The survey -- which had nearly 9,000 respondents -- was conducted in April but is being released this morning by WideOrbit, a company whose roots began in trafficking media buys, but which itself is increasingly becoming a programmatic platform for transacting them.

Among the study’s key findings is that 87% of ad execs and media buyers plan to buy radio programmatically over the next 12 months. That’s three times the percentage -- 30% -- who said they currently buy radio that way. Only 13% said they have no interest in buying radio or digital audio programmatically.



1 comment about "Ad Execs Bullish On Programmatic Radio, Digital Audio Too".
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  1. Ed Papazian from Media Dynamics Inc, September 5, 2017 at 2:56 p.m.

    Joe, the table says that only 30% of those who responded claimed that they buy "programmatic radio" and/or digital audio using "programmatic technology" while 57% do not but "would like to". That's where your figure of 87% comes from. I find it difficult to accept "would like to" as meaning "will buy" but, then this is a promotional survey with an astronomical sample size, suggesting that a lot of very, very small "advertisers" were included, and the respondents may not constitute a representative sampling, so why be picky---I guess.

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