XAXIS：2019年欧洲音频广告程序化报告（英文版）（15页）.pdf

1、In association with europe AUDIO STREAM REVENUE STREAM to 2 0 1 9 S U RV E Y Understanding the adoption and development of Programmatic Audio in Europe. PG 02 europe Were buoyed by the confidence that buy-side stakeholders will very likely plan to increase programmatic audio spend in the near future

2、, although there is work to be done to educate. We see consumers become more connected with the media they consume; marketers are in a prime position to take advantage of the capabilities programmatic audio can deliver to their marketing outcome. Programmatic transaction mechanisms have enjoyed wide

3、spread adoption in display, mobile and video advertising. Programmatic audio is still at a nascent stage but growing quickly. Innovative European companies, both those with a history in radio and online streaming, are helping to drive growth. Audios high level of consumer engagement married with the

4、 efficiency of programmatic delivery and brand safe environments creates a highly appealing media channel for brands. JOHN WITTESAELE EMEA PRESIDENT, XAXIS DANIEL KNAPP CHIEF ECONOMIST, IAB EUROPE “ “ EXECUTIVE SUMMARY PG 03 This survey was undertaken by Xaxis, in association with IAB Europe, the le

5、ading European-level association for digital advertising and marketing, in order to understand the drivers, barriers and adoption of programmatic audio advertising in a changing audio landscape. THE FUTURE The results show that the full potential of audio is not being realised within Europe but also

6、 an underlying optimism on the buy-side regarding increased spend over the next 18-24 months whilst recognising several challenges to be overcome. THE PRESENT Although 59% are already utilising the capabilities of programmatic audio to some extent, spend is low - over three quarters (79%) invest les