🎧 Podcast Advertising Drives 57% Website Visits: New Engagement Data Revealed

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A recent study conducted by Veritonic uncovers just how effective podcast ads actually are with the medium now reaching more than 135 million listeners every month in the United States, giving brands an unparalleled way to reach and connect with active and engaged audiences.

The study covers an array of podcast advertising effectiveness aspects, including purchase influence, memorability, and conversion rates, consequent to the survey responses received from hundreds of U.S. podcast listeners.

The Key Points:

• 57% of listeners go to a brand's website after podcast advertising

• For instance, listeners will often share stories about feeling a personal connection with brands they discover through podcast ads.

• 28% of listeners purchase anything after listening to podcast ads.

• 26% of listeners prefer host-read ads, while 32% are drawn to jingles.

• The return on ad spend for podcast ads cannot be thoroughly captured using traditional metrics such as click-through rates.

The Big Picture: This study underlines the need for all podcasters, advertisers, and the industry in general to drive meaningful audio strategies with data. Podcast advertising success requires rigorous creative testing, optimization, and measurement to look beyond traditional metrics and understand genuine audience engagement and emotional response.

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