Insights For Podcast Advertisers

Podcast audiences are growing in diversity and offering a new opportunity in audio advertising. After a decade of audience growth, podcasts have become an extremely appealing advertising platform. And with broadening appeal and strong listener engagement, brands should be looking to them as a more personalized way to connect with audiences who are maxed out on visual inputs. Importantly, podcast advertising — particularly when delivered by the podcast host — drives stronger brand recall punch than more traditional forms of advertisements. For example, Nielsen’s podcast effectiveness studies have found that host-read ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent and recommendation intent. As a result, the ad dollars being directed toward podcasts continue to rise each year, with the IAB forecasting that ad spend will eclipse $1 billion this year.

But as rich an opportunity as podcasts have become, the crowded and ever-expanding universe of podcasts means brands and marketers have an over-abundance of options to consider as they develop their media plans. In a world that is moving away from cookies and toward actual people, smart brands are looking to engage the right consumers with a well-tailored message rather than casting a big net and hoping for the best.

PODGO fits into the crowded podcast landscape by helping brands and marketers customize their campaign by engaging the right podcasts. Only the top 1% of podcasts receive over 37,000 listens per episodes. Although the other 99% of podcasts are considered small, each show has a highly engaged highly targeted audience. Small podcast hosts can interact with their listeners on a level that a major network is unable to do. This is why the community of micro-podcasts that PODGO has aggregate is so desirable for advertisers.

If you are a podcasters of advertiser, check out PODGO.CO for how PODGO can help you find your audience!