Audio-based media has grown tremendously over the past decade as content and technology – streaming, podcasting, smartphones, smart speakers, etc. – have created renewed interest in the power of sound.  Yet, audio still gets a disproportionately low percentage of ad spend compared to usage.

For its 2020 relaunch, La Salle de Sport with Reebok, located in the heart of Paris, opted for a cross-disciplinary digital audio campaign, supported by a number of targeted influencers. It was an extremely successful brand awareness strategy that could inspire numerous brands to take advantage of the unprecedented benefits of digital audio in terms of brand awareness.

Digital audio advertising is one of the major trends for 2021. Lockdowns were clearly conducive to an increase in listening to digital audio. There is plentiful data to attest to this and brands are picking up on it. It's time to look at the key performance indicators available.

Digital audio has been experiencing quite a spectacular boom in recent years; our passion for it has been confirmed during lockdown, and is still going strong. Who is listening to digital audio, how are they listening, and what are the opportunities for brands? You can find a compilation of recent figures in our infographic.

The penetration rate of digital audio in people's daily lives has increased in recent months with the advent of lockdown. It opens up new growth prospects for advertisers. How do you position yourself in this buoyant and profitable niche?