Podcast ads lead the way regarding receptivity, focus, and efficiency.

The Advertising Bargain A study of the consumer that includes more than 2,000 Americans who are 18+, as per Sounds Profitable, has looked at the effectiveness of ad spending across radio, television podcasts, and in this year’s edition with a particular emphasis on YouTube and the streaming CTV.

The findings generally indicate that the third and fourth of them, specifically podcast ads, make consumers feel more confident about brands because of their ability to recognize the connection between the support for creators of audio products and the advertisements within.

“Ultimately, Bryan and I share a common goal to improve podcasting by constantly pushing for greater transparency, accessibility to inclusion, and fair play. We want podcasts to be evaluated accurately and consistently.

“We would like the fundamentals of the business of podcasting to be accessible to everyone who would like to learn about these skills. We want executives and creators at the top levels of podcasting to have as many perspectives as there are huge listeners to podcasting. We want companies that produce podcasts and independents to make money from their work in a fair market.”

The research yielded results similar to the previous study that former CADA Director of Marketing Emily Copeland conducted before the DAB+ station’s launch, which she mentioned in the current Radiodays Europe convention. The study also shows how our views on advertising and the platforms most open to receiving brand messages have changed.

Its Ad Bargain study showed Instagram was the most popular when it comes to “Advertising on this media is generally the best way to reach me”. Radio is 20% less than Instagram and TikTok.

If you consider the value of the advertisements to the user on each platform, Instagram is at the top, while podcasting is just from the top. The gap between Insta and radio stands at 30 per cent.

The most relevant aspect of audio ads is the following result of the study, where participants were asked if they would be willing to think about an item or service advertised on a particular platform. The podcasting platform was the top choice, followed by Instagram, YouTube and TikTok. Radio was at around 50 per cent.

Other questions indicate that listeners to podcasts are more likely to buy the product or service featured in a podcast for a variety of motives that include:

  • Podcasts don’t feel flooded with advertisements.
  • Podcast ads, because of the above reasons, are not as offensive.
  • They feel they are doing so and helping the podcast’s creators.
  • Podcasts safeguard a listener’s privacy better than YouTube or TV advertisements streamed via streaming.
  • They may spend a lot of time helping a service that supports their favourite podcast

The complete research can be found on this page. It appears that the balance between advertising, content, creators, consumers, and creators mostly favours podcasting.

Also Read – Delhi Metro Advertising


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