Long gone are the days of a marketing strategy solely involving a half page advert in a local or national newspaper.
Technological advancements of digital tracking and the monetisation of social media has opened the door for businesses and organisations of any size and resource the ability to creatively reach their demographic.
However few advertising platforms offer a more creative, effective and flexible solution than podcasts.
According to research conducted in the UK last year by podcast provider, Acast, 76% of podcast listeners follow up on an ad or sponsored message heard during a show.
Another recent study by the IAB and PriceWaterhouseCoopers revealed that the revenues from audio ads in podcasts were in excess of $220m in 2017, a rapid increase of 85% compared to the same figures from 2016.
Taking the above into account further proves why podcasts offer an efficient way for brands to reach a highly engaged demographic.
Midroll & Nielsen’s 2018 case study discovered that podcast ads generate up to 4.4x better brand recall than display ads on other digital media platforms.
While also revealing there was an average 10% increase in purchase intent among listeners exposed to a podcast ad.
UK audio measurement company, RAJAR, published in their summer 2019 report that 92% of users listen to podcasts alone. Giving brands the opportunity to showcase their products or services to a large group of highly engaged and immersed individuals through ads in podcasts.
