WHY PODCASTS WORK FOR ADVERTISERS

According to the “Audio:Activated” Study, a fourcontinent research project commissioned by BBC StoryWorks (BBC Global News’s branded content division), podcasts deliver the following results for advertisers:

• Podcast branding messages stand out, with 16% higher engagement and 12% higher memory encoding than the surrounding content, almost 20% higher than radio measures which score 5% lower than content

• 76% of listeners say they’ve taken action after hearing a podcast ad, which could include visiting a site, making a purchase, or taking out a subscription

• 94% of listeners consume podcasts while doing other tasks. This mode of listening elevates engagement with the brand, the study found

• Podcasts are consumed in ways that are additive to the marketing mix

• Podcasts are a particularly effective way to reach ad avoiders

• The language of a podcast creates subconscious associations with the brand

• Podcasts deliver lifts in awareness (+89%), brand consideration (+57%), brand favourability (+24%), and purchase intent (+14%)

Because of the unique way podcasts are consumed — usually whilst multitasking — brands are now able to reach people in what were previously thought to be unreachable moments. This is an enviable commercial opportunity as it is additive to the marketing mix.