Faaez Samadi
Sep 22, 2017

Podcasts: A sound investment for advertisers?

Asia's podcast market is still relatively immature—but may hold major advertising potential for brands that can navigate the hurdles.

One survey found that 80 percent of podcast listeners could name at least one brand advertised in an episode

It was a ground-breaking moment in content. It was original. It was utterly gripping. It generated reams of secondary content in both the mainstream media and onlineReddit ran an entire cottage microsite off itand the engagement figures smashed all expectations. To date, it has racked up more than 175 million downloads worldwide.

Putting that in context, the Mad Men finale got 3 million viewers. Breaking Bad’s denouement, hailed as a television triumph, 10.3...

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