Last updated October 30, 2024 – 12:05 PM
A new report, Podcast Pulse, jointly released by Acast and Edison Research highlights the growing opportunity in podcast advertising.
The report reveals that 84% of podcast listeners took action after seeing a brand promoted in a podcast-first omnichannel campaign (a campaign that reaches audiences through podcasts and other platforms). Masu.
Of those, nearly 60% think positively about the brand and 44% have made a purchase. The report also found that 80% of listeners listen to niche podcasts that contain content created for people with specific interests. Additionally, 94% of niche podcast listeners took action after hearing a podcast ad.
Greg Glenday, Chief Business Officer at Acast, said: “In today's algorithm-driven content consumption, podcasts offer a very unique experience because they are not something offered to the audience, but something the audience wants.
“This means that every touchpoint a listener has with your podcast is completely intentional. Today's report explores how this intent creates a more engaged audience and helps your brand take action. proves that it promotes
Acast created Podcast Pulse based on a survey of more than 1,000 U.S. podcast listeners conducted by Edison Research. This report is divided into three distinct themes: The Multiverse of Podcasts, True Influence, and Beyond Podcasts.
Click here to download the full report.
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