Media Pulse: Make pod ads relevant to the content and consumer attention will grow

Partner Content

With a quarter of UK adults tuning in to podcasts weekly, capturing the attention of those listeners is vital for advertising messages to have a chance to cut through and have memorability.

Adwanted Connected, the platform operated by The Media Leader parent Adwanted UK, recently conducted exclusive research with YouGov to create the Video & Voice survey, which showed that by ensuring relevance to the podcast’s content there is a greater level of attention paid to the adverts, rather than by tailoring it to the environment, timing or activity of the listener.

Steve Carsey, director of speech at Bauer Media said in the report that the “increasing distrust in platforms” makes podcasts more commercially valuable “as a digital-first medium which can reach audiences in a trustworthy space”.

“As brands begin to really think about their investment strategy, podcasts can step up and offer more than ever,” he added. “Partnerships must be authentic and commercial messaging must weave seamlessly with the content, maintaining high-quality listening and viewing experiences that surprise, delight and entertain.”

And the podcast opportunity is not just in ads, as Katie Bowden, managing director of commercial audio at Global outlined.

“We’re seeing demand for more strategic, multi-platform partnerships that bring together audio, social, video and talent,” she said. “We’ve seen this come to life with HSBC and The News Agents for example. That sponsorship has extended far beyond host-read ads, with social content and brand storytelling, branding at live events and lots more.” 

For more insights around the podcasting market, you can download the full Media Pulse: Podcasts report for free, which looks at the UK podcast market from the perspective of both the consumer and commercial industry.

Complete the form to download the full report

It features data from Adwanted products around listening, including weekly hours, reach, types of topics listened to, devices used and locations, combined with commercial data around ad types, campaign data and consumer response to ads and special offers.

Apart from Carsey and Bowden, the white paper also features thoughts and predictions from audio and media experts, including:

Tom Webster, partner, Sounds Profitable
Sue Cullingham, executive director, head of audio, Adwanted UK
James Longhurst, content director, The Media Leader
Sophie Hind, managing director, Sport Social Podcast Network