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Podcast Advertising

Podcast Advertising: A Growing Form of Audio Media

Background: Photo of microphone with black overlay; Header: Podcast Advertising; Subheader: A Growing Form of Audio Media

Podcasts are an excellent way to market your business. A recent study by WARC projects that podcast advertising will grow to 4.5 percent of global audio spending by 2022. This is an increase from 1.9 percent in 2018.

So why is this important?

There are numerous reasons why you should start paying attention to podcasts. Not only is spending about to rise but so are listeners. WARC reports that 62 million Americans listen to podcasts weekly. They also report that 78 percent of listeners don’t mind listening to podcast ads. With such a large amount of listeners who don’t mind listening to your message, you could be missing out on a large portion of your target audience.

Not only is this audience apt to listen to your advertisement, but they are also engaged. Podcasts audiences are going to be specific and engaged, particularly to the podcast topic or theme. This is a unique aspect of podcast advertising because it gives you the ability to partner with podcasts that share your target audience. This is also good for the audience since the ad will correlate with the podcast content.

With all of these different perks, paying attention to podcast advertising is a must. It is up and coming and, as projected by WARC starting to hold more ground on global audio spending. So when looking at your marketing strategy, look into adding podcast advertising.

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Contributor Dani James

Dani James is a Marketing Specialist and writer for Atwill Media. She has a bachelor’s degree in Strategic Communications from Arkansas State University with focuses in Public Relations, Advertising, and Social Media Management.

When not working, she enjoys spending time with her family, reading a good book, and watching The Office.

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