eMarketer – September 9, 2020

Senior Vice President, Executive Director of Media Stephani Estes talked to eMarketer for their annual report on digital audio ad spending. The report covers the current state of audio advertising with a focus on how the pandemic has affected traditional and digital radio. It also includes eMarketer’s inaugural forecasts for podcast ad spending and listenership.

In particular, Estes discussed audio inventory on programmatic platforms:

Most of the inventory that audio platforms have sold programmatically has been banners and videos that appear on those platforms, instead of audio ads that run between programming, according to Stephani Estes, senior vice president and executive director of media at ad agency Cramer-Krasselt.

More audio inventory is starting to be sold programmatically, but those gains are coming slowly.

“There’s that old adage about programmatic: If you’re making a lot of money with your current structure, there’s not a lot of incentive to release that inventory programmatically,” Estes said.

Read more about the report on eMarketer.