Attribution modeling allows advertisers to analyze and assign credit to marketing touchpoints. But what if there were many digital touchpoints and many different devices?

Digital audio advertising continues to be a strong trend in the digital marketing industry. The growth of digital audio listening has not abated. There is an abundance of data, and brands are finding their way through it. Let’s take a moment to look at the major market trends and the available KPIs.

The growth of digital audio represents a historic opportunity for advertisers to benefit from the same advantages with programmatic audio that they already enjoy in other media.

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.

Low awareness usually indicates a sales or marketing issue, depending on what exactly it is that has low awareness. However, in the case of why local advertisers aren’t buying more digital audio, low awareness is due more to an execution issue rather than sales or marketing.