We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies,  their implementation and their success stories The confinement had a pull effect on the consumption of many types of content. He did it with streaming and he has also done it with podcasts. Guinea Email List Once those first months and those confinements in the home have passed, the practices have not waned. Consumers continue to watch many hours of streaming content but also listen to many hours of podcasts.

A study pointed out that listeners to podcasts in Spanish had risen in the first semester by an overwhelming 94%. Listeners are also often especially loyal to the programs they watch and to their broadcasts. This growth in listening has only reinforced the interest of advertisers in this type of content. The pull has led to a boom in sound advertisements , with a greater interest from brands in this type of content and in using these channels. All of this invites us to analyze how podcast ads work and how consumers receive them. The latest study on advertising and podcasts comes from the United States, where Ad Results Media, Edison Research and PodcastOne have analyzed the patterns of reception of the ads among podcast listeners. The overall conclusions of the study are quite optimistic for advertisers.

Podcast listeners receive ads quite well, an acceptance that has also risen over time. 49% of podcast listeners say that advertising is the most effective way to reach them. In 2019, it was for 37%. More ads and consumers are getting tired This occurs despite the fact that listeners are beginning to notice the increase in publicity and the fact that the pauses are longer. 56% of podcast super listeners (those who listen to at least 5 hours a week of this type of content) say they have noticed an increase in the volume of ads that podcasts have. So it is perhaps not surprising to find that complaints have increased. 38% of these super listeners say that podcasts have too many ads. In 2019, they were 24%. At the same time, complaints about the duration of advertising breaks are also recorded. 41% of those surveyed point out that they feel that advertising breaks are getting longer and longer. Regardless, consumer-listeners have yet to start skipping ads in droves.

The study notes that they have not noticed an increase in the type of advertising jump behaviors, although they do issue a warning to podcasters and advertisers not to cross the line of excess and push the scales in another direction. Ads that work best As other studies have already pointed out, the ads that work best are those read by the podcast makers themselves. According to this study, they are the ones that achieve the highest percentage (33%) of responses that indicate that these types of ads are the ones that pay the most attention. In general, in addition, the ads still have a positive effect. 54% of super listeners say that hearing an ad on a podcast increases the probability that they will buy that product.

Leave a Reply

Your email address will not be published.