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The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.​

Next year, US podcast ad spend will pass the $2 billion mark, according to our forecast. We project double-digit growth through the end of our forecast period in 2027. New data from the Interactive Advertising Bureau (IAB) finds that podcast ads are trending toward brand awareness, with increasing emphasis on video formats.

This year has been a tough one for advertisers as inflation impacts consumer spending, causing ad spending to fall. Here are three insights about the state of audio advertising and what’s in store.

Gen Z's podcast listening surges: New study reveals insights into the habits and preferences of this diverse listener demographic.

The average US household was served the same podcast ad 4.76 times in Q2 2022. That quarter marked an unusual decrease in ad frequency, and as a result conversion rates went up, according to Podsights.

In-store retail media doesn’t have to be limited to the physical. In-store audio ads increase awareness among consumers without disrupting their shopping experience.

On today's podcast episode, we discuss why it felt as though fewer brands were showing their support for LGBTQ+ folks, what a brands place in Pride (or holidays) is, and which retailers have hit the nail on the head this year. Join our analyst Sara Lebow as she hosts analysts Daniel Konstantinovic and Paola Flores-Marquez.

On today's episode, we discuss Spotify's impressive Q3, podcast listenership in the US, and how traditional radio is able to be so resilient. "In Other News," we talk about why sports betting will never be free of controversy and why Airbnb says its search-averse marketing strategy is working. Tune in to the discussion with our analyst Daniel Konstantinovic.

On today's podcast episode, we discuss what its like to grow up with artificial intelligence, where Gen Z are spending most of their media time, and how best to target these young folks with ads. "In Other News," we talk about the LGBTQ+ consumer and how represented US Hispanic consumers are in ad budgets. Tune in to the discussion with our analyst Paola Flores-Marquez.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector’s fastest-growing ad channel.

Instead of casting a wide net on social platforms and pursuing the creators with the highest follower accounts, marketers are now more focused on resonating with the right audience.

As marketing becomes more directly tied to revenue goals, the ability to measure and report on its impact has declined. Some of that can be attributed to signal loss as the industry moves away from third-party tracking to more privacy-safe identifiers. Today’s audiences are also spread across multiple channels and devices. This makes it harder to track the customer journey and attribute results to specific marketing efforts.

Our take: Although Spotify has invested in new content areas such as music videos and podcast comments, it’s a primarily audio application. Focusing development on personalized playlist content and music discovery tools matches users’ typical behavior on the platform and could increase listener engagement.

Black consumers are tech-savvy and eager to stay up to date on the latest digital and pop culture trends.

On today's podcast episode, we discuss the potential of an anti-AI movement, what the future of social media warning labels looks like, where folks will be searching for things in a few years, the feelings people want ads to conjure up, the US cities with the highest rents, and more. Tune into the discussion with analysts Evelyn Mitchell-Wolf and Max Willens, and vice president of Briefings Stephanie Taglianetti.

So thinking about something like a sample that you can actually test and try in real time or thinking about maybe in-store audio that's complimenting that and just all the different ways that someone could absorb the story that a brand is looking to tell.

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of June. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Becky Schilling and Sara Lebow will defend their list against vice president of content Suzy Davidkhanian and director of Briefings Jeremy Goldman, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

On today's podcast episode, we discuss what Apple Intelligence promises to help users do, what a partnership with Apple means for OpenAI, and why this might be a bad move for the iPhone maker. "In Other News," we talk about the advent of the AI PC. Tune in to the discussion with our analysts Jacob Bourne and Yory Wurmser.

Have you heard of eight D audio? Eight D, I don't really know what it is. If you guys look up eight, D, number eight, letter D audio Pentatonix. That blew my mind when I heard this. It basically is this kind of surround sound in your headphones, audio experience. And that's gonna be hard to communicate to folks on through an ad that that's what you're offering.

On today's podcast episode, we discuss how news on social media is different, if the movies are dead yet, the promise of new digital price tags, IKEA paying virtual employees in its virtual Roblox store, the most visited places in the world, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Blake Droesch and Sarah Marzano.

On today's podcast episode, we discuss how much time folks are spending with TVs and CTVs, how many ad dollars are going to both, and which of the streaming platforms will make the most from ads going forward. Tune in to the discussion with our analyst Ross Benes.