Philippa Edwards
Mar 5, 2019

Heard the one about the efficacy of podcast ads?

Research on podcast listener behaviour is still in its infancy, but early studies into the effectiveness of advertising on this popular medium are turning it into an exciting new playground for marketing creatives.

There is “a wealth” of offline research that supports podcasting’s efficacy [Shutterstock]

That podcasts have successfully staked their ground in the downtime habits of tech-savvy, time-pressed andcruciallyenthusiastic individuals in an environment filled with smart tech and screens is remarkable, to say the least.

Podcasts offer listeners curated, relevant content to be consumed at leisure. For hosts, the medium brings opportunities to reach listeners with similar interests, while unencumbered by the need to cater to any one geography, interest group or time slot. To brands and...

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