Podcast: changing the game for brand advertising
10 May 2019
Despite the fact that more people listen to podcasts than use Twitter, podcast advertising continues to be underrated as a valuable digital advertising platform that can drive business for brands.
According to Worldcom Public Relations Group, 65% of podcast listeners purchase a product or service after hearing about it in a podcast.
Consumers use podcasts as a way to find and guide their purchase experience and this is a great opportunity brands cannot afford to overlook.
As podcasts continue to grow in popularity, it is critical for brands to tap into this exciting new content-driven advertising space.
Why your business should be advertising on Podcasts
- More people listen to podcasts than use Twitter
- The average podcast listener will listen to seven podcasts a week
- Podcast advertising spend is projected to hit $500 million USD by 2020
Currently there are over half a million published podcasts covering a wide range of topics.
This allows brands to target their specific consumer market by advertising in a podcast discussion that is relevant to your brand.
Listeners subscribe and follow podcasts when they enjoy and relate to the discussion topics, forming a connection with the speaker.
Delivering your brand messages through a trusted host provides the opportunity for increased engagement by the consumer over that of a regular advertisement.
As podcasting listenership continues to grow, it is critical brands utilise the content-driven advertising channel to reach target audiences, connect with consumers and drive business sales.