I’m relatively new to the vast and rapidly expanding Podcast
domain. The wide array of content is amazing and I’ve found a number of shows
that consistently enrich my day. Turns out that the proportion of Americans
listening to podcasts has nearly doubled in the past seven years and is
projected to continue growing for the foreseeable future. Since interest in
podcasting has risen so sharply, an increasing number of advertisers are
leveraging this trend to promote products and services.
One of my favorite things about Podcasts is the general authenticity found in this form of digital media. It took me a while to realize that my favorite podcasts
even contained ads because hosts are extremely sensitive to supporting brands
that would not resonate with their target audience and the ads are delivered in
a narrative by the host or co-host, people that I generally trust and admire. Because I respect the opinions of my
favorite hosts, I feel compelled to investigate the products that they support.
Additionally, the intimate, unscripted episodes put my guard down and I never
feel like a company is trying to selling me something.
Studies show that podcast advertising stands heads and
shoulders above traditional display advertising. According to one poll, 71% of
viewers visited a podcaster’s website and 62% considered purchasing their
product or service compared to the 0.06% average click-through rate for display
ads.
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