n acknowledgment of the growing significance of audio within the digital landscape, the Internet Advertising Bureau UK (IAB) announces the formation of its first Audio Council.
IAB councils, of which there are now 16, are made up of likeminded and passionate experts from all areas of the digital landscape, with a range of expertise and skill sets.
The Audio Council is represented by online pure players Spotify, YouTube, Myspace, Last.fm, BlinkBox and Mixcloud; media owners Absolute Radio, Bauer and Global Radio; audio creative specialists Red Apple Creative; market research specialist AudienceNet; and radio advertising and creative specialists RadioWorks and Maple Street Studios.
Given the importance of music to consumers’ digital experiences, the IAB anticipates sustained growth in the years ahead and felt that there was no better time than now to launch a dedicated working group for this sector.
The IAB Audio Council's three key aims are:To further educate the market; To help develop the future business models of the audio sector; To increase the value of the online audio advertising sector.
A key output for the group in 2013 will be a research project in conjunction with AudienceNet designed to show the scale of the audience for online audio and to examine consumer attitudes to advertising within this growing space.
The IAB will also be developing a new section on its website to feature case studies, research and videos designed to highlight the possibilities for brands looking to advertise in the online audio space.
The Council will meet on a quarterly basis to build on a number of initiatives completed in 2012 including a white paper which examined how consumers feel about advertising within an online audio environment.
The IAB’s Editorial Manager and Chair of the Council, Stuart Aitken, comments: “At the IAB we're always interested in working closely with key players of all sizes within sectors where we see great potential. Audio is one sector that we expect to experience enormous development in the coming months and years.
"This group is represented by some of the most exciting companies in not just the audio space, but in the digital sector as a whole. I am looking forward to working with all of them in the coming year."