Due to the pandemic, brands are embracing podcast advertising as part of their media mix.
The trend/insight:
According to a recent article by Digital News Daily, podcast advertising revenue rose to $842 million in 2020, from $708 million in 2019. At-home podcast listening during the pandemic drove growth in content and audience size with consumers integrating programming into many of their activities and advertiser investment followed.
The opportunity:
Companies should consider adding podcast advertising to their media mix. Dynamic ad insertion can position podcasting as an alternative to media channels with longer production/lead times during a period when marketers need to quickly pivot messaging.
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