WARC - RAIN News

Buyer outlook: 38% plan to increase podcast spend, but a third don’t buy it at all

Posted on September 23, 2021 by Brad Hill

In a buy-side survey of marketers by WARC and iHeartMedia, an interesting chart catches our eye. It is a budget outlook for 2021, indicating which media categories will be increased, and which are not used, by percentage of responses. Click for details and graphics. Continue Reading →

An investment gap: Brand advertising misses the mark — audio.

Posted on September 22, 2021 by Brad Hill

A newly released study from marketing/strategy firm WARC tells a story of missed opportunity on the buy side, and missing revenue on the sell side of audio. While 31% of the average consumer’s media consumption is now audio, only 8.8% of the average media budget is allocated to audio, and 25% of advertisers do not invest in audio at all. The research identifies audio buyer types, and evangelizes the values of audio marketing. Continue Reading →