Podcasts have seen huge year-on-year growth, now reaching an estimated 15.6 million listeners according to Statistica. Podcasts are transforming the way people listen to audio and there is huge opportunityfor advertisers due to the audience reach and podcasts’ ability to build a dedicated following. With around850,000 active podcasts in over 100 languages, and 55% of listeners claiming to have purchased something after hearing about it in a podcast, it is clear podcasts are an effective advertising medium. The different types of podcast ads include:
Pre-produced ads: pre-recorded as slots that are dropped into podcast episodes during post-production.
Native ads: typically these are live reads (during the recording of the podcast) delivered by the host without a set script.
Streaming Audio Ads
In a world that is becoming increasingly digital, it is unsurprising that online streaming services have been central to how people consume media. Streaming audio advertisements are different from radio advertisements in that they utilise user data to identify interests and behaviours. This highly targeted delivery is one of the major benefits of digital audio in comparison with traditional radio broadcast, where the same messages are delivered to all users. Streaming service ads are not exclusively audio, with some platforms also offering a range of multimedia placements.
Cross device audio
Ads played across devices such as mobile, desktop, tablet and in-car apps.
Banner ads and takeover screens appearing on streaming apps (often on free versions).
Video ads offering users a period of ad-free viewing in exchange for watching.
Video ads that consume the whole app screen.
Branded experiences (e.g. sponsored playlists or stations).
Advertising through digital audio can be highly targeted. The ability to reach a listener at the right time, in the right place and in the right context, makes these ads hugely powerful and successful.