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2019年音频广告调查报告
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报告结果显示，欧洲内部没有实现音频的全部潜力，但购买方对未来18-24个月增加支出持乐观情绪，同时也认识到需要克服的几个挑战。
详情描述
2019年音频广告调查报告 Looking back twenty years, the technology infrastructure that underlay much of digital ad buying was designed for display, the format that drove the first wave of digital ad spend. Audio was not then a consideration and consequently missed out on this 'tech wave'. This has meant that audio streaming platforms have had to invest more in proprietary ad tech, which has taken longer. Another area which has lagged behind is audio ad formats, where innovation has been slow and better ad formats are needed to capitalise on high user engagement and strengthen the position of audio as a complement to other media. There has also been an issue around supply of inventory which should improve as digital audio consumption increases. The high user engagement of audio lends itself to branding campaigns yet the metrics to prove reach and effectiveness have also needed to catch up. Latterly, industry agreement on podcast specifications, for example, has improved with the publication of Podcast Measurement Guidelines by IAB US in 2017.) 【更多详情，请下载：2019年音频广告调查报告】
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