While Podcasting is still in Junior High level, it’s effect in the marketing and advertising world is about to get a Phd!
Back in 2008 at its infancy, this brilliant but simple idea was taking shape. The simple revision of use of ‘Audio alone’ to attract listeners while sitting in traffic!
Podcasting growth graph from 2008-2022
15 years later and decades ahead, we are witnessing this phenomenon. And you can be participating!
Here are some excerpts from The Guardian about this subject, but I encourage you to click on the link and read more.
Podcast advertising commands the highest levels of attention of any media channel.
The nationwide study, undertaken on behalf of the Guardian by independent research company Tapestry, looked at the effectiveness of podcast advertising and found that podcast advertising commands the highest levels of attention of any media channel.
The study found 65% of listeners paid attention to podcast adverts – more than adverts on TV at 39% and adverts on the radio at 38%.
These high levels of attention translate into greater likelihood to buy the product or service being advertised. For example, 51% of weekly users of each channel said podcast adverts made them want to buy something from the brand versus 38% for radio.
Podcasts have a multiplier effect on other advertising formats
On its own, podcast advertising has clear benefits – they are strong at telling consumers something new about a brand, raising perceptions and ultimately, driving purchase.
Interestingly, in combination with other media, the overall effectiveness of an advertising campaign is maximized by adding podcasts into the mix. For example, those saying “it tells me something new about the brand” increases by 34% when podcasts are added alongside a radio campaign.
