What the numbers say: 52% of marketers believe that advertising in a podcast is more effective for brand engagement and collaboration than other forms of media. 36% of respondents said that podcast marketing is somewhat more effective for brand engagement, and 16% said it is much more effective. Marketers also highlighted purchase intent as a key for brand spending on podcasts, as 58% of marketers thought it was effective.
Relevance: WRAC conducted the Sonic Boom study on behalf of Spotify to see how digital audio is perceived by marketers. It surveyed over 350 CPG and retail marketers in the U.S., U.K., Canada, Germany, France, Germany, Italy, and Spain. It found that marketers from North America were much familiar with podcasting. But the study podcasts were seen as favorable marketing spots at least 48% of the time.
More data: Brand awareness and perception earned 48% of the effective vote, with only 15% of respondents saying podcasts were much more effective. Conversation at the point of purchase earned the highest "Much more effective" votes, as 20% of respondents chose that.