What we know about podcasts in marketing

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.

Podcasts are becoming increasingly popular, and in turn are presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and looking for informative experiences that expand their knowledge. The convenience and flexibility of podcasts make the medium highly valued in the eye of consumers who are subsequently more receptive to the presence of brands and advertising. Podcasts offer intimacy through audio, and the opportunity for in-depth story telling.

Definition

Podcasts are downloadable digital audio files, generally released in a series of episodes that make up a show or collection. Also known as audio...

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