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As the big podcasting groups get ready to pitch their products to advertisers in New York City, Westwood One is out with a new blog that points out how advertisers are paying more attention to podcasts as a way to market their brands.
Back in 2015, at the first IAB Podcast Upfront, Westwood One commissioned Advertiser Perceptions to survey agencies and marketers about podcast advertising. Each year since then, Westwood One has continued to track brand and agency podcast sentiment with Advertiser Perceptions. This passed May, the latest survey of 302 agencies and marketers was conducted. That study concluded that that advertisers continue to increase discussions about advertising in podcasts. The latest survey shows that 75% of advertisers and marketers are discussing the potential of podcast advertising, up from 70% in May of 2018 and, up from 41% when the survey was first administered in September 2015.
The report also reveals that 39% of agencies and marketers are currently advertising in podcasts, up from 32% in May 2018. Podcast advertising today is over 2.5X greater than it was in September 2015.
Westwood is releasing its Podcast Download – Fall 2019 Report at the event. The report examines the podcast listener profile, content preferences, platform usage, and listening trends. It also covers what listeners think of podcast ads.
Read the full Westwood One Blog HERE