By Farah Bunni, posted on Thursday August 20, 2020
Podcast has become a more popular medium over the past couple of years and podcast listening continues to grow in Canada and the U.S. Several studies have shown that podcasts reach young and educated audience and the duration of time listeners are spending listening to podcasts per week has increased.
As the market continues to grow, there are benefits to podcast advertising. Targeting your audience correctly is a crucial part of a marketing strategy and that is one of the strengths that podcast advertising offers. Another benefit podcasts offer is that podcast audiences are engaged and loyal and many listeners go back and listen to the host through more episodes.
It is important to note that podcast advertising works best at the top of the funnel and mainly used to create brand awareness and increase brand exposure. Hence, combining podcast advertising with social media engagement and conversion tactics presents a comprehensive marketing campaign.
Incorporating podcast advertising into your marketing mix connects your brand with your target audience. The first step would be to find the right podcast whose audience and content align with your brand!
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