The latest technological innovations in the digital audio world are allowing brands and agencies to diversify their advertising investment by taking advantage of new formats beyond radio and podcasting. Audio in video, text-to-speech and mobile games are already showing potential for exploitation. Here’s why.

After a decade of audience growth, podcasts remain a relatively untapped medium for advertisers. They offer a huge potential for brands to reach diverse audiences - who are often maxed out on visual inputs - in personalized and engaging ways.  They have proven to be one of the most effective advertising media.

A panel discussion on innovation in audio was organised by the IAB last September as part of their Audio Week. Adam Pattison, UK Country Manager for Targetspot, gives us his thoughts and conclusions.

Digital audio is a media that people consume naturally on the move: some people run or play sport plugged into their playlist. Others relax listening to a podcast in the car or on public transport. Common thread? Captive immersion of the listener. A golden opportunity for advertisers.

Digital audio consumption has experienced phenomenal growth in recent years, both in volume and duration of listening. For advertisers, the audio world represents a historic opportunity, that traditional radio was never able to guarantee, to reach a perfectly identified audience. There are numerous advantages.