Marketers are overlooking the personal audio experience of podcasting
Scott McCarthy, senior performance specialist at Alpha Digital highlights that podcasting, which has a similar cost per thousand regularly on par with TV, demands its own strategy.
Podcasting is booming. Over 50 million were downloaded last month, just under two per person in this country, and Spotify has just made podcast ads available in Australia as a result. Phenomenal numbers.
But it’s not like other digital audio. Three in four media agencies place podcast advertising, and yet only 17% are consistently tailoring their creative for each audio platform. We need to reframe how we think of podcast advertising because it’s a different, and more personal experience.
