Nearly half (46%) of ad executives say they are using mobile audio advertising in lieu of traditional AM/FM radio media buys.
That's the top-line finding of a survey of 252 ad executives -- both advertisers and agency media buyers -- conducted by Advertiser Perceptions in November 2019.
The study, part of an annual survey on Madison Avenue's use of mobile media, found that the number of ad executives who say they are using mobile audio as a replacement for AM/FM radio buys increased 11% from the same survey in 2018.
Meanwhile, the study paradoxically indicates that "audio" is not that big a factor in the overall mobile media strategies of these same executives. Only about a third said it is "extremely important" to their mobile media mix.