Mobile devices are believed to have the highest audience reach, according to the Programmatic Audio Playbook for marketeers launched by Xaxis. As per the survey, despite the high adoption rate, only 71% of advertisers commit less than 10% of their total ad investment to digital audio channels while 50% of publishers and media owners revealed that they get zero revenue from digital audio advertising. Xaxis surveyed 107 agency and advertiser participants, and 25 publishers and media owners to understand the drivers, challenges and adoption of programmatic audio. Meanwhile, brand awareness and advertising recall emerge as the most important metrics for clients running programmatic audio advertising at 71% followed by reach and frequency at 54% and the listen through rate at 54%.
Programmatic advertising for audio in this