随着消费者从拥有的音乐转向流媒体，从广播转向播客，以及在他们想听的时间、地点和方式上，音频正在蓬勃发展。很快数字将超过广播，成为音频消费渠道。它已经提供了数以千亿计的流媒体。
随着数字音频的蓬勃发展，广告商正在获得独特的机会来接触--和吸引--一些他们最想要的消费者。各平台正在推出支持广告的音频频道，争夺用户的注意力和媒体预算。将程序化广告引入音频，促进了自动插入广告的能力。定位和测量提供了独特的方式来细分、定制、自动化和归属音频信息，作为更大的媒体组合的一部分。
音频节目可以吸引听众，创造一种亲密感，并形成一个字面上的接触点进入耳朵。它可以激起人们的情感，激发笑声和脚步声，甚至是舞蹈。它是消费者教育自己、了解新闻、听取名人和政治家的意见、表达社会偏好、表明情绪、品味、甚至代际地位的一种方式。
印度在数字音频广告方面仅处于起步阶段--但新的数据表明，这一类别即将在这个国家大展宏图。
Explosive smartphone adoption has led to a 17x increase in content consumption. A staggering 97% of people listened to music through their device in the past three months, and they devote an average of 19.1 hours per week to the activity.
Yet, according to our survey, the vast majority of advertisers in India devote less than 10% of their budget to digital audio. Why?
Yet, according to our survey, the vast majority of advertisers in India devote less than 10% of their budget to digital audio. Why?
Our playbook provides a detailed analysis of the current state and projected direction of digital audio advertising in India. It explores important considerations from both the buy-side and sell-side to give a high level perspective. It presents real-world examples alongside qualitative data to fully explain the challenges, misconceptions, opportunities, and outcomes that exist in the category today.
This paper will equip you with all the knowledge you need to approach programmatic digital audio advertising with clarity and confidence.
