Podcast advertising has seen a steady rise in recent years. That rise coincides with advertisers believing they are receiving strong returns on their investments.
A study from Acast reveals that 99% of direct-to-consumer podcast advertisers believe messages on the medium are effective. 46% claimed the spots were somewhat effective, while 52% of respondents said the ads were highly effective.
Those figures compare somewhat evenly with those of terrestrial radio. Respondents shared that 48% believed AM/FM advertisements were somewhat effective, while 47% called them highly effective.
“Podcasting is true word-of-mouth advertising and because of that at Acast, we consistently see the unique trust and depth of parasocial relationships that podcast listeners develop with the hosts that they love, which makes the value of podcast host endorsements unmatched,” said Greg Glenday, Chief Business Officer at Acast, according to Inside Radio.
“As DTC brands today are dealing with new challenges from bad actors on social channels eroding consumer trust, we’re seeing that podcasters provide an authentic and reliable safe harbor to market products to their audiences.”
