Podcast listeners are increasingly receptive to advertising messages, with two-thirds revealing that they would consider buying the products and services that they hear about when consuming content, according to the new IAB-Edison Research Podcast Advertising Study published by the Interactive Advertising Bureau and Edison Research.
The report claims that there has been a notion in the past that podcast listeners may not be open to advertising in the medium, but this is not the case. It found that 65 per cent would consider purchasing from a brand or business that sponsors their favourite shows, while 60 per cent actively prefer to buy from these brands.
More advertisers are now investing in podcasts despite the absence of metrics such as view or click-through rates that can be accessed for other digital ad types. For example, brands can see the number of people that have downloaded a podcast, but they don’t know if the users have listened to an ad.
The IAB surveyed around 1,000 podcast listeners and found that the majority prefer to hear the host mention products and services and other sponsorship messages rather than advertisements that are recorded. This suggests that the personal relationship between the listener and host is key to maximising the potential of advertising in the medium.
“Podcast audiences are devoted fans whose enthusiasm carries over to the companies that sponsor their favourite shows,” Anna Bager, IAB Senior Vice President and General Manager for Mobile and Video, said. “That ‘halo-effect’ is impressive. It is no surprise that more and more brands are including podcast strategies as part of their marketing mix.”
When asked about their direct responses to sponsorship and ads, 45 per cent of podcast listeners said that they visit a sponsor’s website, 42 per cent think about purchasing a new service or product and 37 per cent use search engines and other means to gather more information about a brand or product.
“These results quantify for the medium what we’ve seen in much of our client work,” Tom Webster, Edison Research Vice President of Strategy, concluded. “Podcast listeners not only don’t reject advertising in the medium, they are actually very receptive to the right message, delivered in the right environment.”