Podcasting is booming with tech advancements, targeted ads, and video integration. Brands are increasing ad spend, finding podcasts effective for driving purchase intent and brand favorability.
There’s lots going on in podcasting: technology developments and data are developing rapidly. We see an increase in targeting and automation using programmatic advertising, more video integration and live podcasting, all of which allow advertisers new ways to promote their brands within podcasts. And with politicians seeking to raise their profile on mass-reach podcasts, the channel, and ad exposure, have really hit the big time. (Kantar)