Podcast advertising consideration, intention, and usage are at all-time highs…
at every stage of the podcast ad purchase funnel.
Advertisers continue to embrace podcast advertising and see its importance increasing, alongside digital/streaming audio generally. More than half will up their investments in both digital audio and podcasts in 2022.
The current sweet spot for podcasts is upper/mid-funnel campaigns — increasing brand preference/favorability, while perceptions of podcasts’ ability to drive sales has improved over 2020. Competing for a greater share of lower-funnel dollars will depend on proving ROI with better measurement and attribution.
Renewed industry focus on context and brand safety an advantage for podcast advertising. Advertisers see brand safety as a top advantage of podcasts, and contextual signals are driving both audience targeting parameters and program choices.
The power of influential hosts is seen as the biggest benefit of podcast advertising and host-read ads the most effective creative execution, especially for performance-focused campaigns.
More rigorous measurement and attribution remains the biggest unmet need for buyers, and next frontier for sellers – capabilities will determine the short list vs. the rest.
You can get more information about our complete Podcast Report here… CLICK HERE
We also conduct custom research and provide needed analysis and insights for clients like the Cumulus Podcast Network – see below…
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