For NPR—the most popular podcast publisher in the US according to Podtrac—B2B brands are one of its biggest advertiser categories. “Many of our current direct-response advertisers are B2B brands like Squarespace or ZipRecruiter and other young companies looking to establish themselves directly with consumers,” said Gina Garrubbo, president and CEO of National Public Media.
B2Bs are experimenting with the format at a time when podcast audiences are growing. eMarketer forecasts that by 2022, 83.8 million people in the US will listen to at least one podcast per month, up from 73.0 million people in 2018. Read the rest at eMarketer.