If you are a listener of podcasts, you have probably heard advertisements for everything from mattresses to food delivery services. Although podcasts have existed for over a decade, many marketers are unfamiliar with the advertising opportunities associated with the medium.
Podcasts are unique in the delivery of the advertisements. Most podcast hosts read the copy points themselves and the length of time spent promoting the product varies. The audience is more engaged since they have to opt-in to the medium.
A study done by comScore found that podcast ads were considered to be the least intrusive, and listeners tend to take action after hearing an ad. NPR reports that “75 percent of podcast listeners take action on a sponsored message.”
As an advertising medium, podcasts are expected to grow exponentially. Steven Goldstein, CEO of Amplifi Media, said podcasts’ “’live reads and limited commercial loads are attractive” to advertisers.