Acast in collaboration with data platform Walr have conducted a new data survey which shows podcasting is seen as the most brand safe advertising platform.
The results have been shared in a blog post from Acast’s Commercial Insights Manager, UK & IE Bianca Bush.
Over half of listeners said they are not concerned with the safety of podcast content and that the podcasting format is well-regulated to make sure content is accurate, trustworthy and safe.
Podcasts are seen as slightly more brand safe than radio (83% podcasts with radio at 81%). Furthermore, audio platforms are seen as more brand safe than visual and social platforms because of being able to align advertising alongside contextually relevant podcast genres and content.
Because of the perceived trust, taboo brands like sex toys or CBD companies could take advantage of this by using host-read ads, branded segments or even whole episodes, which are often unavailable or allowed elsewhere.
Just over half of listeners wouldn’t buy an advertised product if it didn’t fit with the podcast’s content, highlighting the importance of contextually-relevant advertising. An example of this might be meat advertising on a vegan podcast.
Bianca Bush concludes that trust and safety are critical to brands and that dynamic insertion along with Acast’s conversational targeting tools can help to keep podcasts the most brand-safe advertising platform.
Read more on the Acast blog.
