Many advertisers aim to capitalize on the growing popularity of podcasts and the "host read" format, in particular, is very popular. But host-read ads are not the only way to do podcast advertising. Victor Leygues, Global Marketing Director at Targetspot, explains it to you in less than 3 minutes.

Imagine someone who is cooking dinner while listening to a concert or podcast on YouTube – an instance where a video channel is consumed through ears, not eyes. Compellingly, 79% of consumed audio occurs when people are engaged in activities where visual media won’t reach them (IAB). This human behavior of accompanying activities with audio backdrops from video streaming platforms introduces a completely new audience that may otherwise remain untapped. For brands, that means there’s an opportunity to increase reach, awareness, and engagement.

Digital audio consumption has experienced phenomenal growth in recent years, both in volume and duration of listening. For advertisers, the audio world represents a historic opportunity to reach a perfectly identified audience. There are numerous advantages.

Podcasting is already massively popular in the marketing mix and is an incredible opportunity to reach a targeted audience in a contextualized setting. Advertisers have a number of ways of getting involved.

"How Did This Get Made", "Dead Eyes", "Popcast", "Consider This", "On the Media": all over the world, the podcast market is growing and audience successes are multiplying. This is a boon for brands, which now have a unique affinity communication channel, where the podcast host can play a key role for advertisers.