Millions of listeners are turning to podcasts for information, entertainment, and connection to the world. Advertisers and agencies are taking notice: 77% of advertisers and agencies agree advertising in podcasts represents an untapped opportunity, while 66% of marketers will experiment with advertising in podcasts in 2018 according to the new study The Rise of the Digital Audio Advertiser by DAX in the UKDigital audio is now seen as the ultimate companion medium by advertisers and agencies, according to the DAX study: 87% agree it fits easily into people’s lives and complements other activities, while 86% believe it is a great way to reach a listener in a one-to-one context, directly via their headphones. The potential for engagement, especially with niche audiences reached by podcasts, is widely acknowledged. This offers brands an opportunity to connect and resonate with a highly engaged, captive audience not only through sponsorship or advertising on podcasts but also within the growing area of branded podcasts.
Radio broadcasters are in a unique position to succeed with podcasts being the audio experts and having established relationships with brands. They can therefore leverage this advantage and work together with clients in developing their podcast strategy and branded content ideas.
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