Marketers are pouring more money into digital audio. As an experiment this January, the eucalyptus-based bedding brand Sheets & Giggles Inc. spent $30,000 on digital-audio ads and cut out its Facebook and Instagram spending. That was a change from January 2021, when the company spent nearly $200,000 on Facebook and Instagram ads, but nothing on digital audio. The company’s advertising costs were 75% lower, but sales declined just 10%, said Chief Executive Colin McIntosh.
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