In 2016, IAB research projected that podcast advertising revenue will grow by 290% during 2016 to 2020. By advertising on podcast networks you can reach a wide range of online audience and grow your business.

Marketing Week team has published a comprehensive article highlighting the advantages of podcast advertising.

MW team says, “Major advertisers are purchasing fewer and fewer broadcast radio ads, but that doesn’t mean audio programming is fading from the culture. Podcasts – radio’s younger, on-demand sibling – are swiftly gaining popularity with many of the demographics that marketers desire most.

Why are podcasts so popular? For one, many people listen to them on smartphones, so episodes can tag along on morning commutes, midday walks and evening jogs. Plus, there are more than 550,000 shows with topics for nearly every interest. That wealth of content has turned 73 million Americans into podcast listeners, according to recent data, and that audience is projected to grow 81% by 2022.

With an audience so large, the surge in podcast advertising comes as no surprise. In 2018, advertising on podcasts generated $402m (£331m) in revenue, and spending could hit $659m (£543m) in 2020. Such rapid growth raises an obvious question: do podcast sponsorships deliver a solid return on investment?

The answer is yes, if your business knows how to leverage the channel. But before diving into how to create an effective campaign, it’s important to explore why podcasts offer so much potential”.

The untapped potential of podcast advertising

Marketing Week

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