What can marketers do to improve their podcast advertising?

The latest data out of the US further illustrates the transformation of podcasting from a niche medium into a mainstream marketing powerhouse.

Veritonic’s survey of hundreds of monthly podcast listeners provides fresh insights into how brands can refine their audio strategies to better connect with audiences.

Ad content – both length and type – remains a bone of contention.

37% of respondents feel that ads should be more relevant to the content of a podcast.

Keeping it short and sharp is key – 35% want shorter ads and quicker messaging.

Podcast listeners enjoy content that’s fun and engaging, and an ad that entertains can leave a lasting impression. 33% of respondents say humour and entertainment go a long way when it comes to making an ad stand out.

20% of respondents highlighted the value of host endorsements, saying that ads delivered by the podcast host feel more authentic and trustworthy.

While 32% of listeners are more likely to take action when they’re presented with exclusive offers or discounts tailored to podcast audiences.