Could this be the right time for your brand to take advantage of podcast advertising?
How big is podcasting? Is it worth your time? Where do you even begin to think about advertising in podcasts, and how?
State of Podcasting: 2021 from Authentic, a Podtrac Company, uses the latest data and over 15 years of experience in podcast advertising to answer these questions and provide best practices for advertising in podcasts.
Today there are over 1 million podcasts registered with Apple Podcasts and 41% of Americans listen to a podcast in any given month. A growing number of brands have placed ads consistently in podcasts over the last five to ten years with measurable success. Others have stayed on the sidelines, perhaps waiting for audience growth, the right show or metrics, or confused about where to begin.
Using the latest data, this paper summarizes where podcasting and podcast advertising is today. We look across several factors that can help you assess if podcasts are right for your brand.
Here’s what you’ll learn:
Who listens to podcasts and how they do it
How big podcast audiences are today
What ad formats are available in podcasts
Best practices for ad placements
The 7 ad formats to avoid and why
The difference between embedded and auto-inserted ads and why auto-inserted ads are not better for advertisers
Why geo-targeting has no value for a podcast campaign
The 3 techniques for measuring podcast ad delivery and which can give you the results you need
The 3 response metrics direct advertisers can rely on in podcast advertising
How brand advertisers can use ad effectiveness studies to gauge success
