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.

By investing in the native podcast market, brands can now reach large but perfectly targeted, highly qualified and, above all, engaged audiences - all while maintaining control over the media that is conveying their image. Let’s take a look.

57% of Americans, or 162 million people, have already listened to a podcast, a proportion that is up to two percent over the previous year and 17 percent over the last five years.

The tipping point between traditional media (radio, TV, print) and digital media has long since passed. And quite logically, the gap is widening a little more each year.