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.

Digital audio advertising continues to be a strong trend in the digital marketing industry. The growth of digital audio listening has not abated. There is an abundance of data, and brands are finding their way through it. Let’s take a moment to look at the major market trends and the available KPIs.

After a decade of audience growth, podcasts remain a relatively untapped medium for advertisers. They offer a huge potential for brands to reach diverse audiences - who are often maxed out on visual inputs - in personalized and engaging ways.  They have proven to be one of the most effective advertising media.

By investing in the native podcast market, brands can now reach large but perfectly targeted, highly qualified and, above all, engaged audiences - all while maintaining control over the media that is conveying their image. Let’s take a look.