Advantage of podcast advertising: The advertising effect
Many podcasts deal with a niche topic, which ensures that the listeners are very selected. These listeners hear the podcast with a very high level of attention, which leads to a very high advertising effect. If you compare the advertising effect of audio spots in the classic advertising block with the audio spots that are used in a podcast, the audio spots in podcasts have 2.5 times the advertising recall. If you look at sponsorship in podcasts, the advertising recall is increased by 2.8 times and with native ads even by 3.1 times. Advertising messages in podcasts achieve better results not only in terms of advertising recall, but also in terms of brand awareness and consideration. (Source: AS&S Radio Study Spot on Podcast 2018).
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