In the expanding realm of podcasting, there lies a substantial opportunity for brands to reach engaged consumers, according to a recent study by Alter Agents, an independent market research consultancy, and Audacy, a leading digital platform and content creator. The study dispels persistent concerns surrounding podcast advertising’s suitability and safety, revealing that a whopping 80% of listeners find brand messages suitable if they are contextually relevant, even in the face of controversial content.
The research, which gathered insights from both marketers and consumers, underscores the significance of controllability, genre-specific myths, the trade-offs of produced versus host-read advertisements, and the complex categorization of podcasts as critical factors in podcast advertising. The study also emphasized the importance of authenticity and brand fit, indicating that listeners are not put off by brands mentioned in the podcasts they enjoy, but are more likely to be deterred by advertisements that sound too salesy or are not native to the podcast style.
Interestingly, the study found that brand fit and engagement are fairly consistent across genres. This means that brands can advertise on a wide range of podcasts, from true crime to health and fitness, without fear of alienating their audience. In fact, foul language – often a concern for brands contemplating podcast advertising – does not deter listeners unless the content crosses the line into racism.
“This study illustrates that with the right mix of authenticity and awareness, brands have an incredible opportunity to foster trust and loyalty with listeners of all backgrounds in the ever-expanding podcast space,” said Jenna Weiss-Berman, EVP of Podcasts at Audacy.
However, despite these findings, there is still a perception in the marketplace that certain genres of podcasts may not be as brand-safe due to the free-form, host-driven nature of podcasts. As a result, some podcast advertisers have been hesitant to leverage the reach and scale of podcasts.
“While brands are smart to assess the risks and rewards of advertising on podcasts, they may be missing out on reaching critical consumers,” noted Idil Cakim, SVP of Research and Insights at Audacy.
Kurt Kaufer, Co-Founder of Ad Results Media, agreed, stating that the study “nicely contextualizes the positive listener perceptions of brands who make podcast ad investments a material part of their marketing mix.”
The study, which was conducted in partnership with leading media agencies, offers a comprehensive examination of brand safety perceptions among media industry executives and frequent podcast listeners. The findings demonstrate that with the right approach, podcast advertising can offer brands a safe and effective way to reach their target audience.
To access the full podcast advertising and brand safety study, click [here](https://audacyinc.com/wp-content/uploads/2023/11/AUD_BrandSafety_Final.pdf?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2023-11-08).
[Alter Agents](https://alteragents.com/?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2023-11-08)
[Audacy](https://www.audacyinc.com/?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2023-11-08)
https://podnews.net/press-release/safer-brands-audacy