Follow the money. It usually leads to answers to the question “Why?”
The money is flowing to digital, but inside digital there are many channels that are up, down or stagnant. One that is growing is podcast advertising.
According to a study from Interactive Advertising Bureau and PricewaterhouseCoopers, podcast revenues will exceed $1 billion by the year 2021. It’s one of the fastest-growing digital mediums, and voice-activated assistants will make audio an even more important part of the media mix.
So if you want to know where to invest your media dollars, follow the money.