Commentary
Why Podcasts Are A Big Deal
- by Gavin O'Malley , Staff Writer @mp_gavin, June 6, 2016
In fact, among all forms of advertising on mobile devices, podcasts create the highest improvement in perception, according to fresh findings from comScore.
In what must be music to marketers’ ears, two-thirds of podcast listeners have engaged in various research and/or purchase-related behaviors as a result of advertising exposure from podcasts.
What’s more, among all forms of digital advertising, podcast ads are considered by consumers to be the least intrusive. That’s a critical finding at a time when ad blockers are threatening to cripple the entire mobile ad industry.
And podcasts are on the rise. Indeed, one in three podcast listeners expect to increase their podcast consumption over the next six months, following a similar increase in their behavior in the past six months, comScore finds.
“It’s clear that we’re in the midst of a new podcasting boom, spurred in large part by improved accessibility via mobile and a tidal wave of rich and compelling content,” Andrew Lipsman, VP of marketing & insights at comScore, notes in the new reports.
Presently, nearly one in five Americans aged 18-49 report listening to podcasts at least once a month, while nearly one in three men 18-34 do so.
Compared to the average consumer, podcast listeners are more likely to have a college or higher education, $100k+ household income, and to be early adopters in multiple categories including movies, electronics and CPG.
“This research provides strong evidence for why this sector is very attractive for advertisers,” according to Lipsman. “Not only do podcasts over-index on reaching some of the most valuable and hardest-to-reach audiences, but they also put consumers in a mindset that’s favorable to ad receptivity.”
The research -- commissioned by audio on-demand network Wondery -- included roughly 2,000 respondents in the United States, ages 18 to 49.
Gavin O'Malley edits MediaPost's Mobile Marketing Daily and MoBlog column. Follow him: @mp_gavin. You can reach Gavin at gavin@mediapost.com.
Thank you for this great update, which I find helpful: As a podcast producer, I am getting inquires for news and updates about all aspects of podcasts. As we produce podcasts for more of the world's top innovators on The Social Network Station--for the purpose of their gaining more business, contacts, and making more money--this is a white-hot industry I am glad to be in. Thanks again, Gavin O"Malley, for helping us all keep up.