This report captures a market full of promise but constrained by fragmentation. It paints a picture of an industry with surging audience demand, growing ad spend, and accelerating experimentation, but also one struggling to speak a common language. Publishers must respond to the need to more clearly define and align terms, metrics, and more for podcasting to realize its full potential.  

The leaders find clarity amid fragmentation 

Oxford Road describes podcasting today as “a new kind of chaos.” Definitions are blurred, ownership within marketing teams overlaps, and measurement standards vary by platform. Even basic questions, what qualifies as a podcast, or how to count impressions, remain unresolved. 

Despite this, leading publishers are finding stability through consistency and alignment. The report highlights the tension between open RSS distribution and platform-specific shows, noting that this confusion hinders advertiser confidence. Those offering clear definitions and uniform reporting stand out as trusted partners. 

Podcast ad spending in the U.S. is expected to reach $2.55 billion in 2025, up 47% since 2022. But “inconsistent ROI frameworks” still slow advertiser confidence. Organizations that define podcasting clearly, both internally and externally, maintain steadier revenue and stronger brand trust. Clarity is becoming a competitive advantage. 

Video drives discovery and reach 

Audio remains the medium’s core, but video is transforming how audiences discover and consume shows. Oxford Road cites Edison Research data, which shows that YouTube now accounts for 25% of all U.S. podcast listening, making it the single largest platform by reach. 

Oxford Road calls this “video-led listening,” where video extends reach and awareness even when audiences ultimately engage through audio. Video boosts discoverability and monetization but complicates measurement. Pixel tracking is unavailable on YouTube, and attribution remains inconsistent across platforms. 

The most successful publishers integrate video strategically, using it to complement, not replace, the intimacy, credibility, and depth of spoken-word audio. 

Measurement-minded publishers attract investment 

Measurement remains podcasting’s biggest obstacle. Oxford Road’s What Brands Want 2025 survey found that nearly half of marketers cite limited performance data as their top barrier to investment. More than three-quarters said they would increase spending if YouTube offered measurement comparable to pixel-based attribution. This lack of consistent insight continues to hold back growth in podcast investment. Even more striking, 76% say they would increase investment if YouTube podcasts offered measurement comparable to pixel-based digital attribution. 

The report details the industry’s current “metric mayhem.” Advertisers juggle promo codes, vanity URLs, and clean-room data that rarely align. The result is wasted time, conflicting results, and suppressed investment in what remains a high-potential medium. 

In response, Oxford Road is convening an Alliance for Measurement in Podcasting (AMP) task force. The group includes leading brands, platforms, and agencies working to standardize performance attribution and audience measurement. The report suggests that those engaged in this type of collaboration are laying the groundwork for scalable and repeatable growth. Clearly, alignment on metrics equals acceleration in investment. 

Credibility drives podcast performance 

Oxford Road calls 2024 “The Podcast Election,” pointing to the moment when the medium transitioned from a niche format to a major force in shaping public opinion. During the campaign cycle, candidates and advocacy groups leaned into long-form, host-led, trust-based media to reach audiences that traditional advertising struggled to engage. 

That shift highlights podcasting’s central strength: credibility. Listeners see hosts as trusted sources, and the relationships they form translate directly into advertising effectiveness. The report notes that this trust-based environment is attracting new categories of advertisers and more direct response spending. 

The broader takeaway is that influence and authenticity define podcasting’s commercial value. Publishers and creators who understand the emotional connection between host and audience are better equipped to maintain brand-safe environments and drive measurable outcomes. Credibility is a key differentiator. 

Definition and alignment unlock scale 

Oxford Road’s call to action for the industry is clear: define, align, and scale. The agency urges consensus around a shared definition of a podcast as “an audio-driven, on-demand program rooted in the spoken word, typically episodic, conversational, and distributed via open RSS or other platforms, often supplemented by video.” This definition bridges the gap between the medium’s origins and its evolution toward multimedia formats. It creates space for innovation while preserving the integrity of audio-first storytelling. 

Once definitions are established, alignment on measurement and performance can follow. Oxford Road believes that this clarity will unlock a “wildly undervalued channel,” positioning audio as an efficient and trusted form of digital engagement. 

Podcasting continues to grow. But its next phase depends on shared standards for definition, data, and performance. The momentum is real, but so are the constraints. Only through collective clarity can podcasting realize its full commercial and cultural value. 

The post Podcasting’s next stage of growth begins with clarity appeared first on Digital Content Next.

Second only to comedy, news podcasts are a dominant podcasting genre. A new report from Sounds Profitable, in partnership with Signal Hill Insights, finds that 31% of podcast listeners consumed news content in the past month. The findings underscore a significant shift in how Americans engage with news, moving away from traditional TV broadcasts and toward more personalized, on-demand listening experiences.

News podcast consumer demographics

The average age of a news podcast consumer is 47, closely mirroring the overall U.S. adult population. This starkly contrasts television news audiences, where the average age skews significantly older—70 for MSNBC, 69 for Fox News, and 67 for CNN. This demographic shift highlights how younger audiences gravitate toward podcasts as a preferred medium for staying informed. Balancing short-form daily news updates with longer-form analytical discussions allows podcast listeners to integrate news consumption seamlessly into their routines.

The social influence factor

One of the study’s more interesting findings is the role of social influence in driving news podcast discovery and engagement. News podcast listeners exhibit significantly higher levels of social sharing and recommendations compared to their non-news counterparts:

• 73% receive podcast recommendations from friends and family, compared to 51% of non-news listeners.
• 73% actively recommend podcasts to others, versus 49% of non-news listeners.
• 83% say they are likely to listen to a podcast recommended by someone they know.

This word-of-mouth dynamic plays a crucial role in podcast adoption, highlighting the importance of personal connections in shaping media consumption habits. While platforms and algorithms contribute to discovery, personal recommendations remain the most powerful driver of engagement.

Additionally, news podcast listeners are more likely to consume content with others. Unlike other podcast genres that often cater to solo listening, news podcasts frequently become a shared experience. Group listening fosters discussions and deeper engagement with the content, whether in the car during a commute or as part of a morning routine. The study reveals that 88% of news podcast consumers who listen with others cite “listening while traveling” as a major benefit, compared to 66% of podcast listeners.

Advertising challenge and opportunity for news podcasts

Despite their high engagement levels, news podcast listeners are not immune to advertising fatigue. The study reveals that:

• 21% have stopped listening to a podcast due to excessive ads.
• 14% cite repetitive content as a reason for abandoning shows.

This finding challenges the assumption that strong host-listener relationships can completely counteract fatigue. Even among engaged audiences, there is a threshold for how much advertising they are willing to tolerate.

However, the research also uncovers a compelling opportunity for brands. News podcast listeners are more receptive to brand-sponsored content than the general podcast audience:

• 61% say they are likely to listen to a brand-sponsored podcast.
• 46% indicate that a company’s involvement makes them more likely to try a new podcast than 34% of non-news listeners.

Brands can forge meaningful connections with news podcast audiences by positioning themselves as content partners rather than just advertisers. By integrating seamlessly into the content, brands can enhance rather than disrupt the listener experience.

Podcasts and the future of news consumption

The traditional model of news consumption—gathering around the television at a fixed time—has largely faded. Instead, audiences curate their news experiences through digital and on-demand platforms. While social media and news websites play an important role in this transition, podcasts offer a unique advantage: deeper engagement and trust.

Unlike passive scrolling through headlines, listening to a news podcast requires intentional engagement. The hosts of these podcasts often become trusted voices, forming strong bonds with their audience. This level of trust is a significant draw, positioning news podcasts as a vital part of modern news consumption. However, the challenge lies in maintaining audience engagement without alienating listeners through excessive advertising.

The findings from this report offer a compelling look at the evolving media landscape. News podcasts attract a younger and more engaged audience and reshape how people discover, consume, and share news. The influence of social recommendations and the potential for shared listening experiences emphasize the unique role of news podcasts in today’s information ecosystem. Additionally, the nuanced relationship between advertising and engagement further solidifies their distinct position.

The post News podcasts are wildly popular. But who’s listening? appeared first on Digital Content Next.

That’s left some publishers and podcast production houses scrambling to figure out a video strategy to complement their audio-only offerings. But there’s at least one player in the game that seems well prepared for the platform shift: Crooked Media. 

The company, which is focused on news, politics, and liberal-leaning commentary and analysis, currently boasts more than 40 podcasts in its portfolio. And video is a big part of Crooked Media’s strategy — but they’re not just playing on YouTube. The company is also pushing video content on TikTok, Instagram, and X (formerly known as Twitter). And even better? Crooked Media is generating revenue along the way.

The YouTube video-podcasting strategy

“We ​​started putting streams of Pod Save America on YouTube in early 2018,” says Matt DeGroot, the company’s vice president of production. 

These days, every audio-only episode of an ongoing and regularly published Crooked podcast also has a video component, which is uploaded to YouTube. For Crooked, the foray into video has been part of a deliberate plan to grow its audience.

“Really the biggest impetus there and why we’ve pushed so hard is that people who consume podcasts on a traditional platform like Spotify or Apple Podcasts, tend to go to those platforms knowing exactly what they’re looking for. So, there isn’t a ton of discoverability,” DeGroot says. 

“Everyone uses YouTube, and YouTube — for better or for worse — knows what people want to see. YouTube will find our shows and basically serve it up to people,” he says. “And people on YouTube might be a little more curious and willing to take a chance on new content.”

Over time, Crooked has built a significant audience that is unique to the platform. It has 10 channels and playlists that are updated regularly, and the company currently claims more than 1.2 million YouTube subscribers. 

When a big news event happens, Crooked can leverage its political commentary and analysis from a show like Pod Save America and tap into an audience who may already be searching YouTube for information. “If there’s a big story happening and Pod Save America is doing an episode, reacting to it or explaining the context, that’s a great opportunity for someone new to sort of stumble upon it,” DeGroot says.

For example, earlier this month, the company posted a segment from Pod Save America that featured the hosts of the show discussing Vice President Kamala Harris’ debate performance, and global superstar Taylor Swift’s endorsement of the Democratic candidate. 

Those events were dominating broadcast news, digital media outlets, and social platforms. And Crooked was there, ready and waiting for curious YouTubers to find them. Their video on the subject got nearly 730,000 streams as of this writing, and is one of the top 15 most popular videos on their channel.

“We’ve really been able to harness that power and seize those moments in a way that is hard to do on a podcast platform, where, like I said, people really know what they’re looking for when they open the app,” DeGroot says. “YouTube just gives us more opportunity to find new people.” 

Beyond giving people a new entry point to their content, video gives audiences a new format to access the Crooked universe. “More and more with the advent of smart TVs, we’ve been seeing a lot of people who are really consuming the YouTube product from their televisions and treating it like watching the evening news,” DeGroot says.

This is especially true for older audiences.

“My mom, bless her heart, she does not know how to use a podcast,” DeGroot says. “She doesn’t know how to find a show there. But she knows YouTube and she knows how to type in Pod Save America and get to the channel and pull up the latest episode.”

However, while video has helped build Crooked Media’s audience, the experience remains audio-centric. “We get anecdotal comments of people saying, ‘Oh, I put this on while I’m making dinner.’ They may not be watching it a hundred percent with their eyes on the screen the whole time, so it’s still somewhat of an audio experience, because they’ll have it on in the background while they’re cooking.”

Cashing in on YouTube

Because the company publishes Crooked Media’s podcast content as YouTube videos, its ad sales team has more touch points to offer potential sponsors. 

“YouTube runs ads and we have that aspect of monetization. But then our sales team also does sell against that for the podcasts,” DeGroot says. “So an episode of Pod Save America, for example, the ads that appear in the podcast when you listen are also in the YouTube version.” In this way, a client gets a two-for-one. It can buy ads from one media company and get two distinct audiences.

In addition to selling to two audiences, Crooked is also leveraging video content to create exclusive offerings for advertisers. “That’s something we’ve started doing this year — having a single sponsor,” DeGroot says. “Someone like ZBiotics sponsors Hysteria’s ‘This F*cking Guy’ series. So we’ll include a 30 second ad read in the middle of the video, and maybe a short mention of the sponsor at the beginning. It’s a great way to add that additional revenue and help pay for the production costs that do naturally come with video, because it is a time consuming and work intensive thing.”

However, Crooked is looking beyond advertisers when it comes to monetizing video. The company has a paid subscription offering — called “Friends of the Pod” — which provides subscribers with ad-free podcast feeds, bonus content from Crooked hosts, and the ability to talk directly with on-air talent on Crooked’s subscriber-only Discord server.

“Friends of the Pod” also get subscriber-only YouTube shows. “One is a weekly, called, Terminally Online, and then we have a couple biweekly shows — Dan Pfeiffer’s Poller Coaster, and another election special called Inside 2024,” DeGroot says. “Those are available as both audio and video components to subscribers.”

Social video strategy

While Crooked Media is going big on YouTube, it’s not the only social video platform the company is publishing on. “There are real opportunities in that sort of shorter form content,” DeGroot says. “We are not oblivious to the fact that a lot of people, if they see a video on YouTube even if it looks really appealing to them, if it’s 90 minutes long, they’ll say, ‘I don’t have time for that. I’m not gonna take a chance on this random video.’” 

To counter this, Crooked Media will splice one of its full length episodes into shorter clips — something that’s 60 or 90 seconds long — and upload that content to TikTok, Instagram, or X. “People are willing to give that a chance,” DeGroot says. “They’ll see a video short clip and be like, ‘Oh, what are these people saying?’ And from there it draws them in and makes them curious to hear more,” which could lead them to YouTube or a podcast platform.

Pod Save America has about 14,000 followers on TikTok, but their short videos reach way more people than that. A recent post discussing a press conference that former President Donald Trump had garnered more than 100,000 views.

Crooked’s podcast host will also create what DeGroot calls “ancillary” content — behind the scenes moments that still speak to the brand’s broader tone. That might include the hosts’ live reaction to Donald Trump’s guilty verdict in his recent criminal trial, or an on the ground video message from the Democratic National Convention.

“For those videos that live on  TikTok, Instagram, Twitter, YouTube shorts, it’s a feature that we’ve been really pushing lately and finding a lot of success with,” DeGroot says.  “We’ve found that doing those types of things really helps the content spread on those platforms and bring in new people who then get excited to watch the podcasts.” 

For DeGroot, the video strategy across platforms is all about creating more touch points — for audiences and advertisers. 

“It’s gonna take some time to build that audience, and you really have to nurture it over time,” he says. “As long as you keep on your patterns, stay with it, and stay consistent, you will get the rewards from that.”

The post How Crooked Media leverages video for podcast audiences appeared first on Digital Content Next.

Deloitte predicts that a growing number of consumers worldwide will engage with audio entertainment overall in 2024—bringing the number of monthly average podcast listeners to more than 1.7 billion. Fueled by this demand, podcast advertising is also on the rise. In fact, it outpaces growth trends for the internet ad market, according to IAB’s U.S. Podcast Advertising Revenue Study 2023.  Podcast advertising revenues have grown over 115% from 2020 to 2022. And ad revenues grew 26% year-over-year to $1.8 billion.

So, it’s no surprise that for many publishers, networks and individual creators, advertising is still the primary revenue driver. Jenna Weiss-Berman is EVP, Head of Podcasts at Audacy, Inc. and Co-Founder, Pineapple Street Media (an Audacy Company). She believes that, while it is important to explore new revenue opportunities, advertising is too important to neglect.

“We all want to look into alternative models,” Weiss-Berman said. “But I think we are also very focused on the one that we know is working and how do we make that one work better? I think because we are seeing a lot of annual and quarterly growth, we want to make sure that that’s really the priority – focusing on the thing that we know works best.”

Ray Chao, SVP and general manager of audio and digital video at Vox Media, also believes that advertising is still a strong revenue model for podcasts. He points to a combination of new advertisers entering the podcast space as well as existing advertisers allocating increasing budgets to podcasting. “I think what that reflects is a real understanding of the fact that podcasts are one of the most engaging media channels,” he said.

Streaming ad innovations for podcasters

And, the research certainly backs up the level of engagement. Podcast listeners in the U.S. are expected to spend an average of 54 minutes per day tuned into programming in 2024, according to EMarketer’s February 2024 forecast. According to eMarketer, in 2024 digital audio will make up a fifth of all time spent with digital media in the U.S. and in 2023, almost 75% of U.S. internet users listened to digital audio. 

“This growth comes as no surprise to us,” said Emma Vaughn, global head of advertising business development and partnerships at Spotify. Spotify’s advertising revenue climbed 12% to €501 million last year—an all-time high, thanks to double-digit growth across both music and podcasts. With this kind of revenue opportunity on the table, Spotify is focused on evolving the advertising technology for podcasting.

“We’re continuously advancing the ad products we offer,” Vaughn said. The company just launched a music agency called AUX in February. “We’ll use our expertise to counsel brands about how best to use music to enrich their campaigns and leverage our relationships with emerging artists to help them reach new audiences.” 

The company has also been “been modernizing podcast ads in format and in experience through CTA Cards, an interactive, multi-way experience that transformed podcast ads from something that could only be heard, into an experience that you can also see — and, most importantly, click,” she said.

Vaughn also emphasized the need for measurement to mature in the podcast business, citing the global shift in consumption from downloads to streaming which has opened the door for advances in more data-driven podcast advertising measurement. “When we launched Streaming Ad Insertion (SAI), we introduced impression-level insight to podcast advertising for the very first time,” she explained. “Rather than relying on download data, advertisers now had access to standard digital reporting like impressions, unique reach, and frequency, along with unique audience insights and creative performance metrics powered by Spotify’s first-party data.”

SAI is a podcast ad technology available on Spotify that incorporates digital planning, reporting, and measurement for podcast advertisers – based on confirmed ad impressions. It was designed to “deliver the intimacy and quality of traditional podcast ads with the precision and transparency expected of digital marketing” according to Vaughn. 

Paid podcast subscriptions

However, Vaughn points out that at Spotify, subscriptions are a critical piece of their business. “In our last earnings, subscription revenue increased 17% to €3.17 billion.” 

And, while most podcasts are ad-supported and free to listeners, some publishers are now offering exclusive podcast content only paid subscribers can access. For example, late last year The Economist launched an audio subscription ($4.90 US per month) that put the majority of its shows behind a paywall. The Economist’s entire collection of podcasts is exclusively available to Economist Podcasts+ subscribers. 

At Fox News Audio, the breadth of podcast content across the Fox Audio Network allows the company to attract a broader audience with diverse interests, explained William Sanchez, executive director of digital & business development at Fox News Audio and Fox Audio Network. Fox News is not new to podcasting or subscriptions. 

The company has been in the business for 10 years, and Sanchez says that “when we started our first venture into podcasts with our talk radio shows as premium podcasts. So they’ve always been a part of our strategy as far as subscription goes, and now is inclusive of Apple podcast subscriptions and ad-free listening on Amazon Prime for Prime members. Subscription continues to be, it was always a part of our plan or strategy, and it used to be a part of our roadmap.”

At Vox Media, while the company’s business model is primarily advertising-driven and their main focus is continuing to grow advertising. However, it’s also a priority to continue to diversify their revenue model, explained Chao. “We’ve done that through subscriptions and consumer revenue,” Chao said. “We’ve been operating Cafe Insider, which is a subscription business for several of our shows, including Stay Tuned with Preet. And, we recently launched Criminal+, which is a subscription product for Criminal. We’re excited about consumer revenue as a space to continue to grow and diversify our revenue model.”

Their strategy starts by looking at the show and thinking about its host, its team, the audience, and figuring out if there is an opportunity for a paid consumer product that allows fans of the show to engage more deeply with the content, Chao said. “So, for fans of Preet Bharara who are listening to Stay Tuned with Preet, they are excited about more content in the intersection of policy, law and politics. And, we deliver that each week through Cafe Insider.” 

Video audiences expand podcast audience and revenue

While podcasts used to be the medium of choice for multi-taskers, publishers are now filming their podcasts and distributing them on visual platforms with big built-in audiences like YouTube and TikTok. In case media companies worry that offering full length content might cannibalize an audio audience, there’s certainly a wealth of highlights to be clipped for social and promotional purposes, and a clear opportunity to expand podcast monetization. 

The fact is that people actually enjoy watching video podcasts almost as much as listening to them. A February YouGov poll suggested 33% of respondents favored listening to audio podcasts, while 25% preferred watching video podcasts. The visual appeal of video podcasts was one of the main reasons for 51% of respondents, while 29% preferred the variety of content and ability to share on social platforms. 

And, as users increasingly consume podcasts in both audio and video formats, leveraging YouTube for consumption, digital media companies are slowly expanding upon existing ad models to make video part of their go-to-market plans. Video-enabled podcasts represented just under 10% of revenues in 2023, according to IAB’s most recent U.S. Podcast Advertising Revenue Study. Which makes it a prime opportunity for advertisers to engage in cross-channel buys. 

Last year, Slate announced a partnership with YouTube to bring Slate’s network of podcasts, including favorites like Slow Burn, Political Gabfest, What Next and Amicus, to the platform. 

“We see this as a real opportunity to build scale and reach a new, untapped audience on YouTube, which has become the world’s most-used podcast platform,” wrote Charlie Kammerer, Slate’s president and CRO, in a release.

After introducing video podcasts in 2020, Spotify announced in June last year that they had more than 100,000 video podcasts on their platform, adding that the U.S., Brazil, Mexico, the U.K., and Germany published the most video podcasts.

Fox News Audio has success with video and its podcasts, according to Sanchez. “Our audio division lives among a video first world, so we get to tap into a lot of the resources and the expertise from the video side of the business that allows us to bring the audio-first business into the video world as well and capitalize our platforms like YouTube.”

So, while Fox News Audio has shows that come from the video side, they’re findinging that they have a much larger catalog that is audio-based. “We’re starting to move forward with bringing those to our YouTube channel. So, that’s another revenue stream opportunity for us as we all try to figure out what video role plays in podcasting.”

As Chao sees it, a podcast is just a direct to consumer (D2C) show that has been delivered through RSS onto platforms like Apple and Spotify. However, the ecosystem for podcasting continues to expand into new content categories, new creators and talent, and as consumer behavior continues to evolve and there are flourishing video platforms like YouTube and TikTok out there. 

“We’ve seen a lot of success with these direct to consumer shows, building an audience and a business on platforms outside of just traditional RSS feed podcast listening platforms,” said Chao. “So, if you think about podcasts more broadly than just an audio show, it’s actually a direct to consumer show that can be audio, can be video. That is really where we see continued expansion in the podcast industry for both audiences and advertisers.”

Podcast merchandise revenue: swag, gifts and more

Podcast networks and digital publishers are now hawking merchandise – from clothing lines to bags, water bottles and more. Fans, eager to show their allegiance to their favorite podcasts through t-shirts, mugs, or hoodies, discuss which podcasts have the best merchandise.

Indeed, podcast merchandise has become big business. Vox Media has some podcast-related merchandise in its shop, for Today, Explained, Vox’s daily news explainer podcast and its Future Perfect podcast. 

Fox News Audio offers some podcast-related merchandise as well. While it’s not a large part of their business, there is representation in the Fox shop, Sanchez said. 

American podcast network Wondery, home to podcasts Morbid, Smartless, Redhanded, MrBallen and other popular shows, has a merchandise shop that offers apparel, accessories, drinkware and home and office. 

Podcast revenue forecast

“The era of podcasting that we’re moving into now is that we need it to be a sustainable business and not just something that people are trying to get rich quick off of,” according to Weiss-Berman. “I think that it’s fun figuring out how a thing can be sustainable and a good long-term business. There’s a lot of opportunity for growth that we’re seeing and it’s actually not very complicated to make it a profitable business when that’s the focus.”

While 2023 was a challenging year for podcasters, with layoffs at NPR, Spotify, Stitcher and Amazon Music and lucrative deals with celebrities falling apart, the industry also saw growth in listeners and ad revenue. While it is heartening to see stalwart revenue models–advertising and subscription supported–holding strong for podcasting, diversification builds strong media businesses. Publisher investment in new revenue streams like video and merchandise comes from a desire to drive expansion, growth and sustainability. 

As Vox’s Chao put it: “As we think about continuing to grow this business and to continue to help it flourish, these additional revenue streams or diversifying our revenue model through expansion into subscriptions and consumer revenue and other types of revenue streams is a core component of how we’re going to continue to grow this business going forward.”

The post Podcasters explore diverse revenue streams in a bid for growth appeared first on Digital Content Next.

Most recently, digital audio has emerged as a major player, with ad spending reaching $4.9 billion (a 58% rise) in 2021. In fact, according to the IAB Internet Advertising Revenue Report, digital audio grew faster than any other online channel last year, with gains doubling that of display advertising. Advertising on audio offers publishers the opportunity to deepen audience relationships due to audio’s highly engaging nature. It gives them a channel in which they increase reach and the impact of their advertising with their potential audiences.

What Is digital audio advertising?

Audio advertising is a simple concept: Ads delivered via digital audio reach audiences while they stream music, digital radio, and other online audio content. This includes podcast listening, which has risen 42% globally since the start of the pandemic. There’s no shortage of streaming channels for listeners to choose from, with some of the most popular being Spotify, Amazon Music, Pandora, iHeartRadio, and SiriusXM. Digital audio can be streamed on a wide variety of devices, including mobile phones and smart speakers, making it an ideal platform for audiences on the go.

If you haven’t yet incorporated audio streaming into your advertising strategy, it’s time to do so. Here are four reasons why publishers should be investing in digital audio ads to improve reach and boost ROI.

Four reasons publishers should invest in audio advertising

1. Audio goes where display and video can’t

Digital audio ads are unique in that they don’t require visual engagement. Unlike video or display ads, audio allows audiences to engage while being involved in other activities, such as driving, commuting, or working out. This makes audio streaming the perfect medium for multitaskers, including key consumer groups like millennials and Gen Zers. According to a report from Adobe, 50% of both groups say they listen to digital audio at home while completing household tasks like cooking and cleaning.

74% of adults ages 25 to 54 listen to digital audio content every month.

–Edison Research

2. They’re immersive and engaging (but not overwhelming)

In today’s oversaturated marketing landscape, audiences are constantly bombarded by ads. This is especially true when consumers are using their desktop and mobile devices, as advertising has infiltrated every corner of the screen. Whether they’re checking email, scrolling through Instagram, or receiving a push notification via text, people are now accustomed to seeing (and often ignoring) ads wherever they tap or click. This makes getting and retaining audience attention even more of a challenge than it was before.

With audio ads, the delivery is much less jarring because listeners don’t have to stop everything they’re doing to receive a message. Digital audio ads are also not as easy to skip. That’s why average listen-through rates are close to 98%. And even if a listener is partially distracted, audio ads are still very effective, boasting a 24% higher recall rate than traditional display ads. Podcast listeners are especially engaged: 60% say they’ve made purchases from audio ads, and a whopping 81% say they always pay attention to podcast advertisements.

3. They’re highly targeted and contextual

Because podcasts and streaming sites appeal to very specific demographics, it’s easy for advertisers to target audiences based on categories such as music type and podcast genre. At the same time, programmatic audio advertising allows publishers to leverage valuable behavioral and contextual data, including geographic location, weather, website browsing history, and device type. What’s more, as is the case with all types of digital advertising, key metrics such as engagement levels can be measured in real-time, giving marketers the ability to make tweaks to improve campaign performance and ROI.

By 2025, digital audio will reach almost as many listeners in the U.S. as traditional radio advertising.

–Statista

4. They create a strong emotional connection

By tapping into the senses using the human voice, digital audio ads can feel more emotional and authentic to listeners than display ads. They mimic the experience of one person talking to another, often via headphones, which make the experience seem even more up-close and intimate.

This allows publishers to build a strong emotional connection with their audience, especially when their ads are read by podcast hosts. Host-read audio ads are essentially another form of influencer marketing, capitalizing on an audience’s familiarity with and trust in the hosts they love to listen to. According to a survey by Morning Consult, 52% of podcast listeners say they’re more likely to try a product or service that’s recommended by a podcast host.

Moreover, the conversational nature of audio can help make calls to action appear more subtle and organic than they would in a visual ad. Rather than prompting users to engage with stilted, sales-y phrases like “buy now” or “add to cart,” CTA commands are naturally softened by a human voice recommending listeners visit a website to get more information.

A listener’s love of music can also help enhance the power of an audio ad. According to a study commissioned by Pandora, audio ads embedded within participants’ personalized playlists impacted long-term memory 49% better than radio, 36% better than television, and 29% better than mobile video ads.

Doing more with digital audio

In a digital advertising landscape that’s overwhelmingly visual, publishers can strengthen customer relationships and ultimately boost advertising ROI by taking advantage of digital audio advertising. In addition to creating an emotional connection with listeners, audio ads can reach users during the screen-free moments of their day, when they’re engaged in other activities but still receptive to receiving information. As more and more people incorporate streaming audio into their media diets, digital audio ads will become increasingly critical components of effective digital marketing strategies–strategies that publishers need to be aware of and using as they seek to grow their audiences.

The post Why publishers should be advertising on audio to improve ROI appeared first on Digital Content Next.