Study: Brands Are Safer Than They Think with Podcast Advertising
A new study conducted by Alter Agents – an independent market research consultancy – in partnership with Audacy reveals that consumers are highly accepting and open to podcast advertising despite persistent brand concerns about suitability and safety. The research finds that podcasts provide a safe advertising environment for brands, with eight in 10 consumers finding branded podcast messages suitable as long as they are contextually relevant, even when it comes to controversial content. The study identified key themes regarding brand safety and suitability in podcast advertising for marketers and consumers. The B2B community listed controllability, genre-specific myths, trade-offs of produced vs. host-read advertisements, and the complex categorizations of podcasts. Consumers indicated ads must be a good fit within the content, hosts must be authentic, and controversial topics in the content can be acceptable and even enjoyed as long it is not defamatory towards one group. Brand fit is not an issue for listeners. Few say they have heard ads unsuitable for the podcasts they listen to but are more likely to call out ads sounding too much like a sales pitch or not being more native to the podcast style as reasons for unsuitability or poor fit. Foul language is not a top reason for not listening to a podcast, but where content or hosts cross the line is through racist statements. In fact, foul language is accepted in many genres, especially comedy, entertainment/pop culture, music, and true crime.
‘Stuff You Missed in History Class’ podcast, Holly Frey; and esteemed journalist, author and co-founder of Pushkin Industries, Malcolm Gladwell, joined with today’s biggest marketers to explain why podcasting is growing rapidly and how brands need to adapt, invest and create audio advertising that resonates with podcast fans.” iHeartMedia Digital Audio Group CEO Conal Byrne says, “Podcasters are the most creative, fastest-growing, diverse wave of influencers to hit content and marketing in years – just as influencer marketing more generally was becoming a key new way to reach audiences. This event came together because our podcast creators are deeply invested in the brands and advertising that become part of their shows, that they asked us to give them a chance to sit down with marketers at scale and talk about what makes host-read creative work. What really differentiates podcasting and our iHeartPodcast Network from other mediums is that creators and fans expect the advertising to be endemic to the shows, often voiced by the hosts and authentic to the listening experience. This is a chance to roll up our sleeves and co-create, collaborate and showcase the simplicity, speed and creative potential of podcasting.”