According to Inside Radio, ad spend for podcasting and streaming audio is projected to increase by 17.8%, one of the highest growth rate for all channels, second only to streaming video.
Based on our data, brands saw up to 33% improvement on conversion rate when running on multiple networks.
Historically, embedded ads have seen better conversion rate performance than dynamic ads, however that gap has been closing quarter over quarter, with embedded ads having only a 0.05% lead on conversion rates over dynamic ads this period
Households who were exposed to a podcast ad are almost 2X more likely to make a purchase
Households who were exposed to a podcast ad are over 2X more likely to perform a lead event
Spotify:
In fact, two out of three podcast listeners say they give their favorite shows their full attention. (2 Crowd DNA & Spotify, “We’re All Ears,” 2018, US, UK, AU, MX, BR, DE)
56% of people around the world want an escape from visual stimulation. (3 Spotify trend survey, respondents 15-37, Globally, February 2019, US, MX, BR, UK, DE, FR, AU, PH)
Here in Australia, about 57% of listeners say they’ll consume an entire episode from start-to-finish.(4 Triton, Podcast Data Kit 2020, AU)
54% of podcast fans say they’re more likely to consider buying from a brand they hear advertised on podcasts.
81% have taken action after hearing a podcast ad — anything from looking up a product online, to connecting with a brand on social media, to talking about a product with someone.(5 Crowd DNA & Spotify, We’re All Ears, 2018, US, UK, AU, MX, BR, DE)
Acast Sounds Smart Report 2021 (Aus)
In the past three months over a third of Australians (37%) have tuned into podcasts, and podcasts are set to grow even further as more than half (56%) of those surveyed intend to listen more in the future.
the majority of people (88%) actively reduce distractions before they start listening to a podcast. Unlike on many other mediums, podcast ads require no additional input from users like scrolling, clicking, or even moving your eyes — factors that cause friction and render ads less effective.
brand awareness improved for 77% of people after they heard a podcast ad, while 25% looked for more information and 24% noticed the brand next time they were in store.
Podcast audiences can only be reached via podcasting. 90% of podcast listeners pay for a premium music streaming service (with no advertising), whereas over half (56%) listen to commercial-free radio. The data highlights the unique opportunity of podcasting with an audience that can’t be reached via commercial radio and streaming services.
93% of people listen to podcasts on their own, creating an unrivaled connection between podcast content and the listener. 80% said podcasting content aligns to their passions and 78% said podcasting provides content that they want to dedicate their attention to.
Only 17% of Aussies believe podcast advertising is not relevant to them.
Almost half of respondents (49%) said that they pay more attention to advertising when it’s read by the podcast host.
Edison Infinite Dial 2021
74% australians listened to online audio in the past month
37% australians listened to a podcast in the last month (up from 25% last year)
91% australians aware of podcasting (up from 87% last year)
Australian podcast listeners listen to around 5 podcasts per week
