Podcast Pulse, a new report from Acast with Edison Research, highlights the growing opportunities in podcast advertising.
The report reveals 84% of podcast listeners have taken action after seeing brands promoted in a podcast-first omnichannel campaign – those that reach audiences through podcasting as well as on other platforms.
Of those, nearly 60% have thought more favourably about the brand and 44% have made a purchase. The report also uncovered that 80% of listeners tune in to niche podcasts with content made for people with specific interests. Additionally, among these niche podcast listeners specifically, 94% have taken action after hearing a podcast ad.
Chief Business Officer at Acast Greg Glenday said: “In today’s algorithm-driven content consumption, podcasts provide an incredibly unique experience because they are sought after by audiences rather than served to them.
“This means that every single touch point a listener has with a podcast is entirely intentional. Today’s report proves how this intention creates a more engaged audience and drives action for brands.”
Acast created Podcast Pulse with research of more than 1,000 podcast listeners in the United States conducted by Edison Research. The report is divided into three distinct themes: the multiverse of podcasts, genuine influence, and beyond the podcast.
To download the full report, click here.
