Scale - Digital Audio commands 70%+ All Adult reach in European markets confirming its status as a mainstream media channel, In Ireland, over 78% of Adults listen (over 3M people) listen to digital audio each week.

Potential - A mainstream channel yet brands are under-utilising audio. With 31% of media time spent with audio, there is huge potential for brands as audio only accounts for 9% of media budgets. Source: WARC, The Investment Guide.

Undistracted Mindset - 79% of digital audio consumption takes place when visual media is not available. Source, IAB, Digital Audio Buyers Guide.

Personal - Digital Audio is more personal. A Pandora Soundboard 2023 study confirmed digital audio is 4 X more authentic than linear FM, an attribute most prized by younger generations.

Intimate Environment – the combination of mobile phones and earpods is the primary consumption mode. This creates an unequalled and intimate environment. Digital audio ads have a 49% stronger impact on memory than linear FM ads. Source: Pandora, NeuroInsights

Undivided Attention - Digital Audio listeners are actively engaged in the content they listen to. This leaned-in experience is ideal for advertisers who want to harness attention.

Low Ad Loads – with 70% fewer ads on Digital Audio when compared to linear FM, it is much more likely that digital audio ads will be recalled and acted upon as there are fewer ads to compete with.

Fact Based Media - rather than reported listening and approximate targeting associated with linear FM advertising, digital audio provides advertisers with data which confirms actual listening and enables more precise audience targeting with less wastage, Enhanced Targeting Capabilities - advertisers can go beyond simple demographics and target based on genre, device, context, mood, data, weather, precise location and many other variables.

Flexibility - listeners engage with digital audio wherever they are, at home, work, in the car, on the go and across any device. 75% report increased listening year on year because they can take it anywhere, something you don't get with TV, display, social, search Quality Ad Experience - The power of digital technology combined with the innate storytelling power of audio create high quality, relevant and effective advertising impacts.

Authenticity & Trust - People tune in to podcasts to connect with their favourite hosts and be a part of the conversation. Podcast ads let advertisers harness the power of that connection, delivering messages through the voices listeners trust.

Stories - the longer form, conversational nature of podcasts gives brands space and licence to tell compelling stories about their products to a receptive audience.

Inherent Strengths Vs Other Media – digital audio is more convenient and accessible than TV, more targeted and memorable than Radio, more addressable and portable than CTV and more authentic and trustworthy that social media.

Podcasts attract TV audiences - with 65% of podcast listeners now saying podcasts are replacing time with television, podcasters are starting to produce video feeds of their podcasts. This visual component gives brands an additional native opportunity to associate their brand with their favourite hosts. Source: SXM Media, GroupM, and Edison Research, Audio Content Day in the Life study, Q2 2021