Ford has a newer idea: Podcasting

Geoffrey Precourt

Ford, the automaker, has seen success through leveraging the power of podcast advertising to reach consumers.

Lisa Schoder, Head/US Integrated Marketing & Media, Ford

Thirty-three percent of Americans have listened to a podcast. And 17% – double the number from ten years ago – are tuning into these digital narratives every month.

And, for Ford Motor Co., the most intriguing podcast datapoint of all is that 76% of this listening happens in a car.

Turning that same information slightly on its side, Lisa Schoder, Ford's Head/US Integrated Marketing & Media, noted, "Seventy percent of our targeted core audience is engaged in podcasts.

"When you cut the data up a bit more granularly into a younger...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands