Mobile-first consumers driving demand for audio says Adobe

With more of us using mobile devices to access the internet, audio is becoming more popular

Figures from the UK’ Office for National Statistics from August 2017 shows that 73% of adults access the internet ‘on the go’ and last week creative solutions firm Adobe said that the increase of a mobile-first internet is good news for audio.

“The transformation to a mobile-first world is driving demand for digital audio.” – Adobe

Adobe has announced some new tools to help brands better understand who is consuming their audio including podcasts.

Its Adobe Analytics Cloud product enables businesses to establish how a listener is interacting with podcasts, streaming music, audio books and more, to ultimately make informed decisions to deliver the best customer experience.

“With a crowded marketplace, and the ability to listen whenever and wherever, brands have been largely in the dark when it comes to understanding how audio is consumed. Marketers have been essentially gambling with their budget,” said Jeff Allen, senior director product marketing, Adobe Analytics Cloud. “No other analytics solution gives access to this level of insights for podcasts, streaming audio and digital books.”


podcast listener

New audio capabilities in Adobe Analytics Cloud include:

  • Understanding Listeners: Brands can measure if a listener finished the podcast or audiobook, if an ad was skipped, when drop-off is occurring and how errors like buffering impact the experienceregardless if the audio was downloaded, or live streamed. Adobe also enables brands to measure audio content regardless of the device and if a podcast or audiobook is listened to across different devices. Through Adobe Audience Manager’s Audience Marketplace, brands can connect to second and third-party data sources to understand user behavior across partner brands or to measure their audience’s location, demographics or psychographics. These insights help audio publishers with recommendations, advertising and programming decisions, leading to a better consumer experience.
  • Ensuring the Best Audio Experience: With a plethora of choices for content, consumers can quickly change their mind, especially if the experience is underwhelming. Leveraging Adobe Sensei, the brand’s AI and machine learning framework, Adobe Analytics alerts a brand when an anomaly is occurring, like excessive buffering, and tracks the amount of time it takes between clicking play and the audio starting.
  • Monetize on Delivery: By capturing listeners’ content choices and behaviors, brands are better able to target consumers with ads and deliver a personalized audio experience to ensure listeners remain engaged. Brands can measure the ads that listeners have started and completed, if a dropout occurs, and where the audio ad sweet spots are within a piece of content. Through Adobe Audience Manager, brands can monetize their data assets in Audience Marketplace and syndicate their audiences to mobile centric ad delivery and content delivery channels throughout the advertising and marketing ecosystem.
  • Advancing the Connected Car: Automotive focused analytics, personalization and ad capabilities give brands the ability to deliver unique in-car experiences. For auto makers and in-car app developers, Adobe Analytics ensures unique in-car experiences. Personalized playlists, en route recommendations and audio ads can be used to recommend and serve up different types of content. Brands can also be alerted instantly if an in-car voice interaction failed.

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