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More Advertisers Plan to Invest in Podcasting
RADIO ONLINE | Wednesday, September 28, 2016 |
Advertiser Perceptions and Westwood One have released new insights about podcast advertising. Advertiser Perceptions polled marketers and agency reps about podcast advertising in July, 2016, and compared the same poll in September, 2015. The poll found that the number of advertisers planning to invest in podcasting has doubled. More than one in five (21%) marketers and agency representatives said they plan to advertise in podcasts in the next sixth months, up from 10% last year.
More advertisers have already started investing in podcasting. More than one in five (21%) said they currently advertise in podcasts, up from 15%. Other advertisers are considering podcasting as a media investment in the near future. More than half (58%) said they have discussed podcast advertising for potential media investment, up from 41%. Twenty-eight percent of marketers and agency representatives said they "definitely would consider" advertising in podcasting in the next six months, up from 18%.
Westwood One President Suzanne Grimes and Executive VP/Corporate Marketing for Cumulus Media said, "Podcast hosts have strong, devoted listeners who trust what they have to say, both on the air and across social media. Advertisers are flocking to podcasts because they can create custom branded experiences natively woven into the fabric of the show and its digital extensions -- breaking through the clutter of our ever-evolving digital world."
"Podcasts are growing in popularity with advertisers, because, like broadcast radio, listeners develop personal relationships with the show and hosts," added Advertiser Perceptions Senior VP/Media Consulting Andy Sipple. "So ads that match the tenor and tone of the content come across like recommendations from a friend. The fact that podcasts are frequently more specialized or niche only makes the advertising that much more powerful."
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