Mobile Marketer contributor Robert Williams has shared results from a Nielson study highlighting the impact of podcast ads in terms of the customer awareness and brand building.

According to the study, 64% of respondents said that ads were a good fit with the content of the podcast.

Talking about the future of podcast, Robert Williams says, “Spending on podcast ads is forecast to grow 65% to $500 million in 2019 from two years ago, according to IAB and PwC data cited by Nielsen. But while podcasts look to be an effective advertising channel, Nielsen points to a key challenge for marketers is the need for more transparent listenership data and greater accountability from podcasters, with performance numbers becoming a must-have in order to attract advertisers. The total number of current podcasts is unknown — and has been estimated to be as much as 700,000 currently“.

Nielsen: Podcast ads boost awareness, recall 

Mobile Marketer

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