How Streaming Provides Advantages and Instills Trust, Pulling From Both Traditional and Digital Advertising

43% of adults take advantage of listening to audio per week

Streaming music and podcasts has seen a huge spike in the past year, and advertisers should pay attention. Getty Images

There’s no question that today’s marketers are experiencing some serious trust issues. Amid fake news, data breaches and concerns about objectionable content, many brands lack confidence in their media partners. They are demanding transparency and credibility, and some marketers have even pulled ad dollars away from outlets that don’t deliver. At the same time, advertisers still prioritize intimate connections with consumers that drive brand loyalty and positively impact the bottom line. This sets up a disquieting quandary for marketers that need to reach users but remain fiercely protective of their brands.

@BrianBenedik Brian Benedik is vp, global head of advertising sales at Spotify.