Modern man becomes more difficult to escape from their daily affairs on the consumption of additional content. But the ears require information and then there appears a trend, like podcasts, where advertisers are aiming for in 2019.
Indeed, people listen to content!
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Marketers spent $ 479 million on advertising podcasts last year and are projected to spend over $ 1 billion by 2021.
This data is taken from the Interactive Advertising Bureau (IAB) and PwC.
As a result of an analysis of the podcast advertising industry in the United States, it was found that in 2018, revenue from podcast advertising was estimated to have increased by 34%. This year, revenue is projected to grow by 42%.
Lauren Fisher, chief analyst at eMarketer, talks about the growth of podcasts and the value they present to listeners:
“Podcasts are one of the fastest growing, if not the fastest growing category in digital audio.
Marketers and brands are aware of the value of reaching consumers who are set up to actively entertain or engage their minds. ”
Small but passionate audience
It is estimated that 76.4 million people, or a quarter of the US population, will listen to podcasts on various topics this year.
Although podcast listeners are still a minority of the population, polls have shown that the majority listen to several podcasts a week.
Here are some additional data included in the report:
• More than 70% of podcast advertisements buy brands in the direct sales market (D2C).
• Ads read by the podcast host are the most preferred and accounted for 63.3% of ads in 2018.
• Pre-prepared announcements accounted for 35% of last year's podcasts.
• The majority (65.7%) of the income from advertising podcasts in 2018 came from podcasts of political news, current events, business, education, art and entertainment.
We also think about our podcast to share with you our thoughts on the hottest trends in the digital marketing world! In the meantime, read us in our Infovaccine!