SMI previously wrote about how the pandemic is podcasting’s “moment.” The new Advertiser Perceptions report brings further evidence to the case. As Inside Radio reported, “[T]he new research also confirms podcasting delivers some of the best scores for advertisers across a variety of key metrics, from improving brand awareness and recall, to boosting a brand’s favorability and making people more likely to consider buying a product they hear advertised.” Key findings include:
- 40% of advertisers said their brand shined brighter after being associated with a podcast.
- About a third said podcast advertising improves their brand’s awareness and recall among consumers.
- 27% report podcast ads improve their brand buying consideration scores, on par with TV.
- One in five say they see a direct link between podcast advertising and increased sales.
If you’re not currently advertising on podcasts, what are you waiting for? Find out how your brand can join some of the nation’s top advertisers taking part in “podcasting’s moment”. For help creating original content for podcasts and placing strategic media buys, contact SMI today.