]. This figure represents 4.5% of global spending on audio ads, up from 1.9% in 2018. The study also revealed that:
78% of listeners do not see any drawbacks to sponsorship branded because they understand that it supports the content. Broadcasts reach 62 million Americans (22%) per week. 41.7% of podcast ads are dynamically inserted. (53% of listeners turn to YouTube to tune in)
Why we should care Like advertising on other formats on demand, podcasts are a means by which advertisers can reach a specific and engaged audience. If nearly four out of five listeners do not see any problem with advertising, this could be an even more effective way of communicating with this audience.
As a podcast platform, YouTube can be forgotten: it is not necessary for users to connect. in or pre-download an episode and lends itself easily to subscriptions, social comments and sharing. By providing listeners with a YouTube option, producers and podcasters can take advantage of these features, monetize their ads, and use their features and analytics.
Despite the benefits and progress (such as dynamic insertion). There are still compromises to consider before investing. Podcasts still do not have real-time audience metrics, making it difficult to know if ads are omitted, and programmatic buying is almost non-existent.
About the Author
George Nguyen is Deputy Editor at Third Door Media. His background is in content marketing, journalism and narration.