Most Marketers Use Digital Audio Ads, But ROI Concerns Limit Spending Growth in 2026

Digital audio advertising is no longer an experimental marketing tactic. It has quickly evolved into a mainstream channel used by a large majority of advertisers across the United States. But despite rising adoption and increasing enthusiasm around streaming audio and podcasts, marketers remain hesitant to scale their budgets aggressively—largely due to one persistent issue: ROI measurement.

A new survey conducted by Emarketer in partnership with Amazon Ads reveals that while digital audio has become a staple in many media strategies, the industry’s next growth wave depends on whether platforms can provide clearer attribution, stronger benchmarks, and more transparent proof of effectiveness.

The data highlights a critical shift: digital audio is winning attention, but still fighting for trust.

Marketers analyzing digital audio advertising ROI trends in 2026 as podcast and streaming ad spending rises

Table of Contents

Digital Audio Advertising Adoption Hits New Highs in 2026

According to the survey, 79% of U.S. marketers have used digital audio advertising, showing that the channel has moved well beyond early experimentation.

Even more telling is the speed at which adoption is accelerating.

Nearly 40% of respondents said they started using digital audio ads within the last two years, signaling that the market has recently entered a rapid growth stage fueled by:

Digital audio, once treated as a “nice-to-have,” is now becoming a core media buy.

Streaming Audio and Podcasts Are Now Beating Broadcast Radio

The report shows that 67% of advertisers include streaming audio and podcasts in their media mix.

That figure is significant because it is now one-third higher than broadcast radio adoption, reinforcing the idea that traditional audio advertising is losing its dominant hold.

Key takeaway:

Digital audio is no longer niche—it is becoming the preferred audio advertising format for modern marketers.

This shift also reflects broader consumer behavior trends. Listeners are increasingly moving away from traditional radio schedules and choosing personalized, on-demand platforms such as:

Marketers Plan to Spend More on Digital Audio in the Next 12 Months

The momentum is clearly visible in spending intent.

The survey finds that:

These numbers indicate a strong belief that audio advertising is not just effective for awareness, but also capable of delivering measurable outcomes—if measurement tools can keep up.

Podcast Advertising Is Emerging as the Biggest Growth Driver

Podcasts are playing a major role in pushing digital audio into the mainstream.

Emarketer projects that U.S. podcast advertising revenue will grow by an additional $1 billion per year by 2029, showing that brands increasingly believe in the power of on-demand audio to reach audiences in more intimate, trusted environments.

Podcasts have become particularly attractive to advertisers because they offer:

Why podcast ads work so well:

Unlike display ads that are often ignored or skipped, podcast ads are typically heard in full, often during moments of focus such as commuting, gym sessions, or work routines.

Despite Interest, Most Brands Still Treat Digital Audio as a “Test Budget”

Even though digital audio is widely used, most advertisers are still allocating relatively small portions of their total media budgets to the channel.

The survey found:

This shows a clear gap between adoption and financial commitment.

In simple terms:

Marketers are buying digital audio ads—but they’re not betting big on them yet.

This “test-and-learn” approach suggests that many brands are waiting for stronger proof before shifting major spend away from established channels like paid search, social, and video.

The #1 Barrier Holding Back Digital Audio Growth: ROI Measurement

The report makes one message crystal clear: digital audio’s biggest challenge is not reach or inventory—it’s attribution.

55% of advertisers said difficulty measuring ROI is the biggest challenge preventing greater investment, making it the most frequently cited obstacle by a wide margin.

Chris Conetta, Amazon DSP Director, summarized the industry frustration bluntly:

“The number one challenge in digital audio is proving ROI.”

That statement reflects a reality many marketers face: audio is excellent at capturing attention, but still struggles to deliver the same measurement clarity that advertisers expect from digital channels.

Digital Audio’s Big Problem: Attribution Isn’t as Clean as Search or Social

In channels like paid search or ecommerce ads, conversions are often straightforward to track.

For example:

Digital audio does not always operate that way.

Audio ads are often consumed while the user is:

This creates a measurement challenge because the listener may take action later, on another device, or through a different channel.

Common attribution gaps in digital audio:

As a result, many advertisers feel unsure whether digital audio is driving real business outcomes or simply contributing to brand awareness.

Marketers Are Now Pushing Digital Audio Beyond Awareness Campaigns

For years, digital audio was viewed primarily as a top-of-funnel branding channel.

But the survey indicates that’s changing fast.

Marketers’ key objectives for digital audio campaigns now include:

This shift matters because it increases pressure on the channel.

When advertisers start expecting audio to generate conversions, the lack of clear attribution becomes a much bigger issue.

Why Digital Audio Spending Growth May Stay Uneven in the Short Term

Emarketer’s analysis suggests the industry is currently stuck in a transitional phase.

Digital audio has:

But it still lacks the standardized measurement tools needed to justify major budget reallocations.

The current situation can be summarized as:

Marketers love digital audio—but they can’t fully prove it works.

That is why digital audio growth may continue to expand rapidly in participation, while lagging in budget share compared to other media channels.

Advertisers Want Better Measurement Tools and More Proof of Performance

The survey also asked marketers what improvements would most increase their confidence in digital audio advertising.

Their responses point to clear priorities.

Top improvements marketers want:

The message is consistent: advertisers are not rejecting audio. They are demanding proof.

Why Digital Audio Still Has Massive Untapped Potential

Despite measurement issues, the market opportunity remains significant.

Digital audio continues to benefit from macro trends such as:

What makes digital audio especially valuable:

It delivers something many channels struggle with today—attention.

In a world where social feeds are crowded and consumers scroll endlessly past ads, audio advertising offers a chance to reach audiences during moments of deeper engagement.

Digital Audio vs Other Advertising Channels: Where It Wins

Even with ROI uncertainty, digital audio has several competitive advantages over other media formats.

Key strengths of digital audio advertising:

For brands trying to build awareness and consideration, audio can be a powerful complement to video and social media.

Podcasts Are Becoming Full-Funnel Media Channels

One of the most important insights from the report is that podcasts are no longer being treated as just “brand-building.”

Advertisers are now expecting podcasts to support:

This is creating a new era of podcast monetization where hosts, platforms, and ad tech providers must deliver measurable outcomes, not just impressions.

Why this shift is significant:

If podcast advertising successfully proves conversion impact, it could unlock billions in new spend over the next five years.

The Future of Digital Audio Depends on Measurement Innovation

The report suggests that digital audio’s next stage of growth will rely heavily on the industry’s ability to build and standardize attribution solutions.

This could include:

Amazon Ads, Spotify, and other platforms are already investing in advanced measurement tools, but advertisers want the industry to move faster.

What This Means for Brands and Media Buyers in 2026

For marketers, the data suggests that digital audio is now a channel that can no longer be ignored.

However, it also signals that brands must approach audio spending strategically.

Recommended approach for marketers:

Marketers who crack the attribution puzzle early may gain a strong competitive edge.

What This Means for the Advertising Industry

For platforms, publishers, and DSPs, the message is even more urgent.

If digital audio wants to compete with channels like Meta ads, Google Search, and YouTube, it must deliver measurement sophistication at the same level.

The industry challenge:

Build tools that connect audio exposure to business outcomes without compromising privacy.

In an era where privacy regulations are tightening and cookie-based tracking is fading, digital audio platforms have a chance to redefine how performance marketing works—but only if they can prove impact.

Key Highlights From the Emarketer and Amazon Ads Survey

Here are the most important takeaways marketers should know:

Conclusion: Digital Audio Is Ready to Scale, But Proof Will Decide the Winner

Digital audio advertising is clearly entering its mainstream era. Adoption is high, podcasts are booming, and marketers are eager to expand investment.

But one major roadblock remains: advertisers want clear ROI proof.

Until measurement and attribution tools mature, digital audio will likely continue growing in participation while remaining underweighted in overall media budgets.

In the battle for marketing dollars, attention is not enough—performance must be measurable.

And in 2026, measurement is the currency of trust.

FAQs: Digital Audio Advertising in 2026

Is digital audio advertising growing?

Yes. Most U.S. marketers now use it, and a majority plan to increase spending in the next 12 months.

Why are podcasts attracting more advertisers?

Podcasts deliver high engagement, trusted environments, and niche audiences—making them ideal for brand storytelling and targeted campaigns.

What is the biggest challenge in digital audio advertising?

The biggest challenge is measuring ROI and attributing conversions directly to audio campaigns.

Are brands using digital audio for performance marketing?

Yes. Many advertisers are now using digital audio not only for awareness but also for ecommerce traffic and conversions.

Will digital audio ad spending grow rapidly?

Spending will likely grow steadily, but major growth depends on improved measurement tools and clearer performance benchmarks.

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