The Rise of the Digital Audio Advertiser, a white paper written by MTM for DAX, the digital audio advertising platform from Global –Europe’s largest radio company – has generated significant coverage in the trade press in the UK and beyond.

Built around MTM’s survey of 220 manager-level and above executives at media agencies and advertisers in the UK, as well as a series of depth interviews, the research generated reinforced DAX’s position as an industry thought leader in terms of audio advertising.

The paper focused on the growing role of digital audio in media plans – with 84% of advertisers surveyed planning to invest more in digital audio in 2018 – and the potential significance of exciting new developments such as voice-activated devices and podcasts.

79% of advertisers and agencies, for example, believe reaching audiences through voice-activated devices in the next 12 months is key, with 68% planning to create ads specifically for voice-activated devices in 2018. Similarly, as digital audio consumption increases, 77% of advertisers and agencies agree advertising in podcasts represents an untapped opportunity, with 66% of advertisers saying they will advertise in podcasts this year.

A selection of the press coverage is included below. To read the full The Rise of the Digital Audio Advertiser report, go to

Press coverage