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.

57% of Americans, or 162 million people, have already listened to a podcast, a proportion that is up to two percent over the previous year and 17 percent over the last five years.

The tipping point between traditional media (radio, TV, print) and digital media has long since passed. And quite logically, the gap is widening a little more each year.

Digital audio is now embedding itself everywhere, including in text content and newspapers, where it converts readers into listeners. This is a new opportunity to monetize content in an environment where listeners are receptive and engaged.

For its 2020 relaunch, La Salle de Sport with Reebok, located in the heart of Paris, opted for a cross-disciplinary digital audio campaign, supported by a number of targeted influencers. It was an extremely successful brand awareness strategy that could inspire numerous brands to take advantage of the unprecedented benefits of digital audio in terms of brand awareness.