Ads on podcasts and audio platforms are proving to be more effective with audiences

This article was translated from our Spanish edition using AI technologies. Errors may occur due to this process.

Whether as information, personal growth or pure entertainment, the podcast has created communities in which the presenters of said productions are able to create an auditory image that makes the listeners feel identified with certain beliefs, ideas, opinions and positions that promote one feeling of connectedness with the host.



This phenomenon has opened up new opportunities for marketing because, according to a study by Magid for iHeartMedia and PMX an investment arm of Publics Media, 53 percent of those listening to audio find the most relevant radio and podcast ads. than any other medium, which translates into decisions to buy products or download digital content such as music albums.

From all respondents 5 percent said they listen to commercials more often on radio and podcasts than any other medium and 51 percent said they would be more likely to trust the truth of the ads they heard on their phones. Favorite Audio Platforms.

In addition to the popularity of the content, podcast moderators or hosts are more accepted and seen as honest and trustworthy when they are perceived as authentic and have a connection with their audience, making them the perfect influencers for thousands of brands. Worldwide.

Corresponding Insider Intelligence It is estimated that by 2023, the income of those who advertise via audio pieces such as podcasts and radio will surpass two billion dollars, in addition to 61 percent of audio platform subscribers planning to increase their podcast consumption within the next 12 months.

Likewise, the qualitative results of the survey showed that a large proportion of the population sample of people between the ages of 18 and 64 who listen to at least one hour of audio per month and use social networks have purchased a product or service that they heard about in their favorite programs. . Ads on podcasts and audio platforms are proving to be more effective with audiences

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