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.
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