Informations pour les annonceurs
During a pandemic that drove millions indoors, and in front of screens, a funny thing happened with podcasts: audience engagement increased.
Cet engagement accru est remarquable pour plusieurs raisons :
- Many consider audio an in-car medium, yet at-home podcast listening has increased.
- Le choix des médias est plus répandu que jamais.
- Une audience plus large offre aux annonceurs de plus grandes possibilités d'atteindre le public par le biais d'un média qui offre une meilleure mémorisation de la marque que d'autres formes de publicité.
Now, as many consumers are resuming some, if not all, of their pre-pandemic behaviors, podcast advertisements represent a bright option for brands looking to increase their visibility and drive upper-funnel engagement. In fact, Nielsen’s ongoing consumer sentiment study found in March 2022 that podcast listeners are more likely than the general population to resume some of their pre-pandemic activities, including shopping for groceries at physical stores, shopping for non-grocery items at physical stores and dining out at restaurants.
When you pair that positive sentiment with the fact that podcast advertisements drive 14 points in brand awareness and 7 points in information seeking*, brands have more to capitalize on than a medium that’s becoming increasingly more mainstream.
Note
- a global measurement and data analytics company was recognized for business excellence in the Employer… Efficacité publicitaire des podcasts data
