Podcasts have been experiencing a huge popularity surge in recent years and current trends indicate that its listener base will continue to grow. In a world where flashy and instant visual marketing is the norm, it may seem odd that this long-form audio format has caught on. In fact, podcasts boast a 90% listen-through rate. The following 3 factors largely contribute to this success and shows why advertisers should start paying attention to podcasts.
- Listeners can multitask
Research has shown that a majority of podcast listeners do so while engaged in other activities, like running, commuting, or running errands. Unlike watching a video or scrolling through social media, listeners don’t feel as pressured when committing to an entire podcast since they don’t have to sacrifice other tasks. Besides saving them time, listeners of current events or educational podcasts may view it as an efficient way to learn on the go.
What this means for advertisers: There is a higher likelihood that the ad you pay for will be heard even if it’s wedged in the middle of a podcast. - There is a wide and varied selection
Due to the relatively low production costs, podcasts can be started by people with unique interests from all walks of life. As such, no matter how obscure their interests are, listeners are more likely to find podcasts that cater to them.
What this means for advertisers: Advertisers are able to reach highly engaged listeners in niche consumer markets. - People are experiencing screen fatigue
What’s screen fatigue? It’s exactly what it sounds like. Basically, many users are now exhausted by screens. Podcasts are a refreshing change for people who spend most of their waking hours staring at screens for work. With podcasts, users can consume content that interests them while giving their visual system a much needed rest.
What this means for advertisers: The fact that screen exhaustion exists means that visual ads may no longer be as effective. Audio ads on a podcast may reach a much more responsive audience.