More than one-sixth (17%) of the US population listens to podcasts on a weekly basis, and it seems that weekly podcast listeners are tuning in more often than they used to.
Compared with other ad formats sold through automation, programmatic audio has been slow to catch on. A host of factors have held back programmatic audio, some associated with audience and spending patterns, but many tied to technical issues.
This infograpic by eMarketer breaks down the degree to which marketers are spending on podcast advertising.
These are the top actions taken by American mobile users after hearing a podcast ad, according to research conducted by Magid.
Almost 8 in 10 podcast listeners ages 18-49 don’t mind ads or sponsors in podcasts they listen to regularly, as they know they support the podcast, per results from a Nielsen study.
Podcast audiences continue to grow, and there are signs that advertisers are warming to their receptive audiences.
63 percent of adults in the United States report seeing more advertisements than they used to, compared to the 24 percent who said they were seeing the same amount.
According to Bridge Ratings, US podcast ad spending will reach $167 million in 2016.