Despite layoffs, budget cuts, and fewer acquisitions by industry giants, podcasts continue to be a promising medium for advertising.
The Evolution Of Podcasting
Although there has been massive expansion and deals worth millions of dollars, podcasting has yet to reach its full potential. Nevertheless, even though ad tech has made podcast advertising scalable and automated, nearly half of all advertising dollars in the United States go to the top 500 shows.
Podcasting has the potential to help advertisers cut through the noise and expand their audience, however, platforms will need to allocate resources to make this a reality.
Marketers should work together to promote programmatic buying in a transparent ecosystem and review the role of podcast advertising in their overall strategy.
