Podcast advertising has remained an agency favourite for 2026, according to IAB Australia’s Australian Audio State of the Nation Report.
Sixty-nine per cent of Audio Ad buyers intended to increase their spend in original podcast content, while 56% intended to increase their investment in streaming music advertisements.
Video podcasts were also found to be emerging, with 25% of respondents having already included the format in a campaign and a further 50% having researched the opportunity.
“There is clear positive sentiment around digital audio, with buyers signalling continued growth across podcasts and streaming," said Gai Le Roy, CEO of IAB Australia.
"What’s equally clear is that investment confidence increasingly depends on outcomes-based measurement and consistent standards that allow audio to sit comfortably alongside the broader digital mix."
The IAB report identified audience attention, brand building, brand integrations, custom executions, and access to talent and content creators as the key drivers in audio advertising investment.
AI was acknowledged as an area of cautious curiosity for advertisers. The greatest opportunity for AI was identified as performance tracking, reporting, and campaign optimisation. 53% of Australian ad buyers reportedly expressed concern with the use of AI in audio content production, particularly for host reads or voice cloning, where concerns around authenticity remain high.
“The future for digital audio advertisers is increasingly compelling. As the channel scales within the media mix, advances in targeting, dynamic creative, and experimentation with content creators will make audio campaigns even more relevant, accountable, and effective,” said Steve Golding, head of audio automation at NOVA and Chair of IAB Australia’s audio council.
The Digital Audio State of the Nation Report has been released just days the IAB Australia Internet Advertising Revenue Report, which found digital audio revenue up by 8.5% year-on year, expected to reach $338.7m for CY25.
The report was supported by industry body Commercial Radio & Audio, as well as 19 different media and tech companies, including Acast, ARN, Blis, Eardrum, Foxtel, Google, Magnite, News Corp Australia, Nine Radio, NOVA, Publicis Groupe, Earmax, SCA, Spotify, The Trade Desk, Triton, Yahoo, WPP Media, and Zenith.
Ninety-five per cent of respondents were from ad agencies, including holding groups and smaller independent agencies, and 5% of respondents were from brands or companies that buy advertising.
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