2020年印度数字音频产业报告 - Xaxis（英文版）（15页）.pdf

1、 BENEFITS OF PROGRAMMATIC AUDIO AT XAXIS AUDIO FORMATS SUBWAY AUDIO CASE STUDY XAXIS AUDIO ONBOARDED ADVERTISERS 9 10 11 12 2 THE STATE OF PLAY Mobile is the primary driver of digital growth in the Indian market The Future The future in India for the digital audio industry looks bright. There is con

2、siderable headroom for untapped advertising opportunities in the digital audio space, as consumption expands with the countrys explosive smartphone adoption. The number of smartphone users in the country is estimated to reach 829 million of the total population of 1.4 billion by 2022.1 In a market w

3、here online video became popular earlier, and a more competitive space for advertisers, digital audio is fast becoming an efective, and highly measurable way to connect with audiences at scale. 3 The Present At present, India is at the start of the digital audio and programmatic advertising journey.

4、 It has been found that 71% of advertisers allocate less than 10% of their advertising spend to audio advertising. This indicates that signifi cant education is still needed about the value of incorporating digital audio into media planning budgets. Opportunities Advertisers and agencies have a gene

5、ral awareness and familiarity with digital audio advertising; however, they still need a better understanding of its value in the advertising budget. Compared to other media spend to reach target audiences, a majority of advertisers classifi ed audio advertising as something they rarely choose (52%)

6、 or as a channel considered somewhat equally with other forms of media (35%). The Barriers For advertisers, the opportunities presented by their general level of awareness of digital audio can also pose the challenge of needing to raise their awareness about the powerful impact that audio advertisin