蘑菇AV

On today's episode, we discuss how Spotify added a record number of users, the impact of its price increase, and the latest on its podcast business. "In Other News," we talk about how good people are at recalling audio ads and some adjustments to Netflix's ad tier. Tune in to the discussion with our analyst Daniel Konstantinovic.

This year has been a tough one for advertisers as inflation impacts consumer spending, causing ad spending to fall. Here are three insights about the state of audio advertising and what鈥檚 in store.

On today's episode, we discuss Spotify's impressive Q3, podcast listenership in the US, and how traditional radio is able to be so resilient. "In Other News," we talk about why sports betting will never be free of controversy and why Airbnb says its search-averse marketing strategy is working. Tune in to the discussion with our analyst Daniel Konstantinovic.

Walmart expands in-store retail media opportunities: The big-box retailer is giving advertisers more opportunities to reach physical shoppers with digital screens, audio ads, and sampling.

Early results from Lowe鈥檚 beta roll out show in-store audio ads lifted both incremental sales and return on ad spend. This is a good sign considering performance-driven paid media is the top advertising capability and media investment most critical to retail marketers worldwide, per a November 2023 survey from MediaOcean.

Spotify and UMG expand their partnership: Companies offer new subscription tiers, premium content bundles, and artist-first royalty reforms.

How SiriusXM plans to compete with Spotify: After a failed music streaming venture, the company is reinvesting in its car business.

That makes it crucial for Spotify to continue innovating in audio advertising, where its users are most engaged. Our take: The success of Spotify's advertising business depends on how well it can balance the needs of advertisers with user expectations. Spotify will need to ensure its fresh initiatives drive meaningful growth in ad revenues without compromising the user experience.

So the idea here, I suppose is that video will become a meaningful part of Spotify's ad revenues, but also that advertisers are more accustomed to buying video ad inventory than audio ad inventory. And if Spotify can get new advertisers on board through video, something that's familiar to them, maybe those advertisers will be more likely to spend on audio elsewhere in the surface. So.

of omnichannel advertising solutions and services: onsite native display and sponsored product ads on Lowes.com and the Lowe's app; omnichannel programmatic activations across display, video, connected TV, streaming audio and podcasts, and digital out-of-home with Yahoo DSP; offsite advertising placements including email, paid search, and social media with partners like Google, Meta, and Pinterest; and audio

Technology companies like Qsic are partnering with retailers to develop regionally targeted, contextual audio advertising programs. Existing digital screens are a natural fit for early in-store retail media testing. Self-checkout payment kiosks and some traditional point-of-sale checkouts have screens that can be used for dynamic advertisements.

The 2024 general election has been dubbed 鈥渢he podcast election鈥� due to candidates鈥� potentially game-changing appearances on some of the biggest podcasts in the US. These appearances illustrate the untapped potential of podcast advertising. 鈥淧odcasts may have played a big role in the US election, but they're still getting overlooked by advertisers,鈥� wrote 蘑菇AV senior vice president of content and executive editor Vladimir Hanzlik on LinkedIn.

Spotify is holding off on launching audiobook ads: Statements from its ad chief reflect a nascent product that it doesn鈥檛 want to dilute with ads鈥攜et.

Most brick-and-mortar stores already have audio systems, making the implementation of audio ads easier. Audio ads are part of a larger in-store retail media approach.

Monetization via subscriptions limits digital audio ad slots. The relatively low ad spend reflects, in part, limited inventory. Audio subscriptions will account for 63.0% of digital audio revenues in 2024. Even when taking time spent into consideration, audio advertising remains low. Digital audio will earn 5 cents per user hour in 2024, compared with 8 cents for radio and 21 cents for TV.

The MRC has had standards in place for measuring static display, video, and audio ad impressions for years, but in some cases鈥攑odcasts, for example鈥攃ontent delivery complicates impression measurement. Regardless, in its outcomes measurement standards, the MRC encourages measurement providers to 鈥渕easure all applicable media associated with the outcomes of a campaign鈥�where possible.鈥�. Available.

In 2018, 57.8% of US digital audio revenues came from subscriptions. This year, the figure will be 64.1%. Audience-approved. Digital audio listeners are increasingly opting to reduce the number of ads they hear. In 2023, there will be 7.1 million more US paid digital audio subscribers than last year, totaling 142.5 million people.

Vibenomics and Stingray Advertising are combining their networks to offer in-store audio advertising across 25,000 grocery, convenience, home improvement, and drug stores. Schnucks Markets is bringing Instacart鈥檚 smart Caper Carts to select locations to offer shoppers personalized and contextually relevant promotions as they move through the store.

There are challenges in adapting audio ad formats for TV screens, making Spotify鈥檚 effort one to watch.