DAX, the digital audio advertising platform from Global – one of the world’s leading media & entertainment groups and Europe’s largest radio company – commissioned MTM to explore advertisers’ and media agencies’ perceptions of digital audio. The resulting white paper, The Rise of the Digital Audio Advertiser, is now available and can be downloaded here.

In particular, the research focused on the role that digital audio advertising plays within media plans, the reasons why advertisers and agencies use digital audio, and on the industry’s expectations for the future trajectory of digital audio. To capture industry perspectives, we conducted quantitative and qualitative primary research comprising a survey of 220 manager-level and above executives at media agencies and advertisers in the UK, including managing partners, managing directors, heads of strategy and heads of AV planning, as well as depth interviews with 12 senior executives from media agencies and major brand advertisers in the UK.