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25 January 2022
Mid-roll and sequential podcast advertising is most effective
Effectiveness studiesPodcasts, streaming & on demandRadio & audio effectiveness
Advertisers who include mid-roll podcast ads tend to enjoy higher conversion rates, according to data from attribution company Podsights. Sequential advertising, when multiple placements are used, also delivers a higher level of effectiveness.
Why it matters
Podcast advertising is a growing market, WARC Data forecasts 27.5% growth this year, and marketers are focusing more on campaign effectiveness.