Podcast ads: A huge opportunity for marketers?

Podcast ads may be an area that many marketers are yet to explore, but they could in fact present a significant opportunity.

These advertisements have an impressive engagement rate, with more than three-quarters (76 per cent) of podcast listeners revealing that they have acted upon an ad they've heard while tuned in to a podcast, according to research carried out by Acast for its quarterly Audio Intelligence report.

Susie Warhurst, UK director of content at Acast, stated: "This research is crucial to understanding where the industry is headed."

Meanwhile, over one-third (37 per cent) of podcast fans have sought further information on a product after hearing about it via a podcast ad, while almost one-quarter (24 per cent) have been encouraged to visit a brand's website based on what they have heard.

Acast found that two-thirds of podcast listeners in the UK are aged between 16 and 34, indicating that advertising through this medium could present a huge opportunity for brands looking to target a millennial audience.