A recent eMarketer study found that the leading activity in-app is digital audio listening.1
Almost 1 million Irish adults are listening
to digital audio daily.
The Future is Voice
35% of Irish adults have a smart speaker in their homes.
This figure is up 25% in the space of 1 year.
Music Streaming First
Music streaming is the most popular form of digital audio content. 64% of Irish adults listen weekly,
with 80% of 18-34 years olds tuning in.
Digital Audio delivers an expanded audience. 15% do not listen to commercial radio. This increases to 22% among 18-24 year olds and 26% for 24-34 year olds.
The source data for all of the above is: Listen Up Ireland, IAB/RedC, July 2021
Premium content, on-demand consumption and a pristine listener environment give digital audio advertising some distinct advantages.
In an era of fake news, ad fraud and ad-blocking, digital audio offers access to premium, trusted, brand safe content.
The listener experience is special. Listeners seek out content and the content is delivered on-demand. This creates a powerful advertising environment.
As mobile is the predominant device used for digital audio listening, it is the only medium that remains with the user throughout the day
Digital audio campaigns when run in conjunction with complementary media like OOH, digital display, search and broadcast radio drive significant incremental effectiveness.
Source: 1-eMarketer, Mobile Time Spent, 2018