In a technological world, it is more convenient to download or stream a podcast than to turn on the radio. These changes in media consumption habits mean that advertising has to adapt.
The Interactive Advertising Bureau (IAB) recently published the “Iad Podcast Playbook .” This book aims to be a playbook to help companies that want to advertise through podcasts.
The publication has carried out a meticulous study of various aspects that influence podcasts. Among them, it has investigated audience demographics, listener behaviour and advertising formats.
The results of this study are not surprising. The first pages of the manual confirm that the popularity of podcasts has increased in recent years. This is because on average, each person subscribes to 6 podcasts per week. Of these listeners, according to the manual, 44% are young people under 34 years of age .
Another interesting fact from the IAB study is that smartphones are the austria phone number main device used to listen to podcasts. Mobile phones allow listeners to listen to podcasts on the move. According to the study, they are mostly used to listen to podcasts on the way to work, but also on long-distance trips, while exercising or even doing household chores.
The manual devotes a large section to advertising topics. Podcast advertising generated revenues of $220 million in 2017, compared to $119 million in 2016. This represents an increase of 85%.
Podcast advertising is so effective that research claims that two-thirds of people who listen to podcasts are able to remember the brands in the ads. They are also encouraged to buy from them . According to Harry Clark, co-president of the IAB, this data reflects the fact that “people who listen to podcasts make an active decision about whether to download the content or listen to it via streaming.”
Anna Bager, vice president of the IAB, agrees with Clark, saying: “Podcasts are having a moment. That’s why our handbook is intended to be a reference guide to help those working in marketing to offer them greater opportunities.”