The idea distilled.
In the ever fragmented media landscape, podcasts hold a unique position as platforms of high engagement, trust and connection. This research uncovers what makes the medium so special for listeners, the factors that build trust, and how brands can harness this potential in a way that enhances rather than disrupts the listener experience.
If nothing else, three things to fuel your growth.
- High listener engagement and deep connection gives podcasts unprecedented efficacy as trusted audio advisors – hosts are highly trusted and their recommendations are influential.
- Podcasts are more than just another advertising channel; they are a hidden gem within the marketing toolbox. With effective placements, brand messages don’t feel like intrusions, and have the potential to fast-track consideration.
- Context is critical to optimise success and there are three ways to align advertising and build relevance. Aligning to listening motivation, content or the host(s).
Some additional food for thought…
- 73 percent of podcast listeners feel a genuine connection to the host with podcast hosts seen as the most trustworthy source across all mediums.
- 1 in 2 podcast listeners say they trust brand/ product recommendations from the podcast hosts, and 1 in 10 regular podcast listeners (listen to more than 10 podcasts a month), have bought something they have heard from a podcast advertisement.
- There are 12 distinct reasons for why people choose to listen to podcasts, these can be grouped into 4 core motivations – Learn, Entertain, Relax and Escape
