What the IAB Wants Ad Buyers to Know About Digital Audio

57% of Americans listen to online radio, 21% listen to podcasts

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When was the last time you listened to an internet radio station or a podcast?

If you said "recently," then chances are you're an 18- to 34-year-old smartphone streamer, at least according to the Interactive Advertising Bureau's new Digital Audio Buyer's Guide, which was released today.

In a blog post, Jennifer Lane, the IAB's industry initiatives lead for audio, cited an Edison report from earlier in the year that said about 57 percent of Americans listen to online radio, and 21 percent listen to podcasts.

Audio provides direct access to an already trusting and engaged listener, and about two-thirds of podcast listeners took action as a result of ads in podcasts, according to the IAB.



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