Podcast ads: A huge opportunity for marketers?

More than three-quarters of podcast listeners have acted upon an ad they've heard while tuned in, according to new data.

Podcast ads may be an area that many marketers are yet to explore, but they could in fact present a significant opportunity.

These advertisements have an impressive engagement rate, with more than three-quarters (76 per cent) of podcast listeners revealing that they have acted upon an ad they've heard while tuned in to a podcast, according to research carried out by Acast for its quarterly Audio Intelligence report.

Susie Warhurst, UK director of content at Acast, stated: "This research is crucial to understanding where the industry is headed."

Meanwhile, over one-third (37 per cent) of podcast fans have sought further information on a product after hearing about it via a podcast ad, while almost one-quarter (24 per cent) have been encouraged to visit a brand's website based on what they have heard.

Acast found that two-thirds of podcast listeners in the UK are aged between 16 and 34, indicating that advertising through this medium could present a huge opportunity for brands looking to target a millennial audience.

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