{"id":18647,"date":"2024-05-21T08:00:59","date_gmt":"2024-05-21T12:00:59","guid":{"rendered":"https:\/\/illumin.com\/?p=18647"},"modified":"2024-05-27T10:31:56","modified_gmt":"2024-05-27T14:31:56","slug":"sounding-off-on-podcast-advertising","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/sounding-off-on-podcast-advertising\/","title":{"rendered":"Sounding off on podcast advertising"},"content":{"rendered":"

Podcasts are seeing a global uptick. Find out why and how you can take part in this trend.<\/span><\/p>\n

Nowadays, it seems people listen to more than just music on their streaming apps or watch the daily news on television.\u00a0<\/span><\/p>\n

Podcast consumption (and its advertising) is seeing rapid growth, especially among Canadian audiences. In fact, the podcast advertising market in Canada is projected to reach revenue of <\/span>$67.29 million USD<\/span><\/a> in 2024.\u00a0<\/span><\/p>\n

Additionally, studies from <\/span>Edison Research<\/span><\/a> show that 78% of Canadians are familiar with podcasting, and 23% listen to podcasts every week. It\u2019s not that they are playing it in the background while mindlessly doing other tasks. Podcast listeners are fully engaged, paying attention to the entirety of a podcast episode.<\/span><\/p>\n

As a marketer, this information should be music to your ears. Why, you ask? Well, imagine having an <\/span>audio ad<\/span><\/a> for your brand plugged into a podcast to which listeners are fully engaged and paying attention. That\u2019s a high value of brand awareness and recall.\u00a0<\/span><\/p>\n

Marketers see a lot of potential in this platform and \u2013 in turn \u2013 investing in podcast advertising. Here\u2019s everything you need to know about this booming trend.<\/span><\/p>\n

What is podcast advertising?<\/h2>\n

As the name suggests, <\/span>podcast advertising<\/span><\/a> is a type of paid marketing that takes place within a podcast episode. Specifically, it is a type of digital advertising where businesses promote their products, brands, or services through audio content distributed via <\/span>podcasts<\/span><\/a>.\u00a0<\/span><\/p>\n

The purpose of podcast ads is to offer a unique medium for brands to promote themselves to highly engaged and loyal audiences. Because of the typical structure and episodic nature of podcasts, brands are given a distinct opportunity to advertise themselves in a more immersive, natural way.<\/span><\/p>\n

There are three podcast advertising <\/span>categories<\/span><\/a>:\u00a0<\/span><\/p>\n