Podcast Ad Spending to Double; Podbean Helps Businesses Find a Wider Audience

NEW YORK, NY / ACCESSWIRE / December 13, 2021 /- Insider Intelligence predicts that by the end of this year, US podcast ad spending will have nearly doubled in just two years, from $701 million in 2019 to $1.33 billion in 2021. Each week, more Americans listen to podcasts than have Netflix accounts, per The Infinite Dial 2021 study. Naturally, businesses are taking notice of these trends, along with the effectiveness of podcast advertising in converting impressions to sales.

"There are different ways businesses can tap into podcasts to reach potential customers. In the past, podcast advertising was primarily handled like traditional media advertising and was mostly accessible to those with big budgets who worked with agencies," shares David Xu, Podbean CEO. "Today, technology makes podcast advertising more accessible, both to smaller businesses and to a larger array of podcasts. Brands can set up advertising campaigns as easily as they'd set up online and social media ads."

And, the results will often be more effective. For example, as reported by Ad Results Media, podcast ads are the ‘most recalled' type of ads. Podcast listeners also scored high in terms of engagement and responsiveness to ads, with 76% of listeners saying they've taken action after hearing a podcast ad.

Podbean's Advertising Marketplace is an online podcast advertising campaign platform open to any business that wants to run ads on podcasts. It offers the following benefits to brands:

• An easy, efficient way to set up campaigns and start podcast advertising right away. Advertisers can select from a diverse array of podcasts that meet their target criteria and set up a campaign within minutes.

• Access to worldwide podcast listeners, with targeting to listeners in the advertiser's desired geographic locations.

• High return on investment and value, with options to advertise at a variety of budget levels.

• For brands that do not have an audio ad created, they can submit ad copy and Podbean will get a professional voice artist to record the ad.

• Campaign analytics help advertisers to track their results and adjust campaigns.

Podbean hosts over 500,000 podcasts, representing millions of impressions. An advertiser can target their buyer persona and interests by matching with related podcasts or podcasts with similar listener demographics. For example, an eCommerce wine site might run ads specifically on food and wine podcasts and a children's clothing website could find parenting podcasts for their ads. Companies can also look beyond this specific lens to the target audience. A product or service primarily marketed to women might target true crime podcasts, which have predominantly female audiences. Additionally, they tend to be loyal listeners who appreciate the advertisers supporting their favourite podcasts.

Podbean continues to develop the capabilities of its marketplace to deliver a higher return on investment. The coming year will see additional enhancements to its AI mechanisms for matching advertisers with podcasters.

About Podbean: Podbean has been providing innovative podcasting and social audio services as an industry leader since 2006. Podbean integrates publishing, management, distribution, monetization and analysis tools into an easy-to-use podcasting platform. The Podbean community consists of over 500,000 podcasts, including corporate and organizational podcasts, and a rapidly expanding listener community on one of the top podcast apps for Android and iOS.

Press contact: Shannon Martin, Director of Communications, shannonm@podbean.com

SOURCE: Podbean

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