Use podcasts to boost brand awareness

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 01, 2021, 3:46 AM UTC

65% of people prefer using a tablet or smartphone to listen to podcasts.

Podcasting is increasingly becoming an important marketing channel to attract customers. Marketers must be mindful of the data regarding podcasts before leveraging them. To start, the article shares that 20% customers purchased after hearing about a product or service on a podcast.

Podcasts could be a useful channel to educate customers as 75% listeners tune in to learn new things. While 58% of listeners chose to skip ads while listening to a podcast, 40% listeners find podcast ads less intrusive than other ad types.

Of the total podcast revenue share, 42% can be marked to ads that improve brand awareness. These are also the second most popular ad type, with direct response ads taking the top spot. With podcasts finding takers, brands could do well to focus on voice and podcast SEO.

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