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MarTech » Customer & Digital Experience » Podcast ads projected to grow to 4.5% of global audio ad spending by 2022

Podcast ads projected to grow to 4.5% of global audio ad spending by 2022

Study reported that 78 percent of listeners say they don’t mind podcast ads.

George Nguyen on April 29, 2019 at 5:55 pm

Podcast advertising spending is expected to double to $1.6 billion by 2022, according to a study by advertising research firm WARC. This figure accounts for 4.5 percent of global audio ad spending, up from 1.9 percent in 2018.

More stats. The study also found that:

  • 78 percent of listeners don’t mind branded sponsorships because they understand it supports the content.
  • Podcasts reach 62 million Americans (22 percent) weekly.
  • 41.7 percent of podcast ads are inserted dynamically, at the point of downloaded (instead of being pre-recorded).
  • 53 percent of listeners turn to YouTube to tune in.

Why we should care. Like advertising on other on-demand formats, podcasts are one way advertisers can reach a specific, engaged audience. If nearly four of five listeners don’t mind ads, this could be an even more effective way to connect with that audience.

As a podcast platform, YouTube may be overlooked: it doesn’t require users to log in or pre-download an episode and easily lends itself to subscriptions, social commenting and sharing. By providing a YouTube option for listeners, podcast producers and marketers can take advantage of these features, monetize with ads and make use of YouTube’s ad capabilities and analytics.

Despite the advantages and advancements (such as dynamic ad insertion), there are still trade-offs to consider before investing. Podcasts still lack real-time audience metrics – making it difficult to tell if ads are getting skipped over – and programmatic ad buying is almost non-existent.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


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About The Author

George Nguyen
George Nguyen was an editor at Third Door Media's Search Engine Land and MarTech publications, covering organic and paid search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.

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