Calum Di Lieto Calum Di Lieto Editor, Performance Marketing World

Why performance marketers should consider podcast advertising

Research shows consumers are more engaged and attentive to audio advertising than they are to television.

According to a study from Spotify and MAGNA, IPG’s global media investment and intelligence company, podcast listening mirrors television viewing habits, but brings with it a number of added advantages for marketers.

The Peak Openess: Leveraging digital to reach people when most willing to consider study shows that, unsurprisingly, digital audio has accelerated since the COVID-19 pandemic. 66% of respondents reported screen fatigue and 75% cited this as a factor in listening to more digital audio content.