Podcasts have become the latest great example of how things need to appear at the most appropriate time for them and how showing up too early can cause them to fail, no matter how much potential they have. When the Internet started as a popular and accessible space for all, podcasts also started their existence. The pioneering online audio content was already available, but they did not have a good track record.Several elements were positioned against him. To begin with, the internet still did not have the necessary quality for them. Browsing speeds were still too low, and downloading a podcast required patience and extra effort. Also, the technology was not conducive to audio, either. It was not possible to record content from anywhere – as now – with a decent quality that would allow listening.And, finally, the contents were not profitable, since they did not have an advertising market for them. Podcasts, despite the first attempt, did not catch on with audiences and neither did they with content producers and advertisers.Things have started to change in recent years. Podcasts began to catch on in 2014, when the success of Serial – a true crime that followed a case from the 90s and was produced in part by US public radio – went viral. Its impressive quality made its success even greater and also kicked off a booming market.Why the podcast is triumphing nowThe success of the podcast was associated with the growing success of longform.
Consumers were looking for content of much higher quality and much greater depth on the Italy WhatsApp Number List Internet and podcasts were one of those that allowed them to offer them. To this was added that the technological problems of a few decades ago had disappeared and that the boom of smartphones (and mobile internet) made it possible to listen to podcasts anywhere and at any time.Audiences have not stopped growing since then. The boom started in the United States and in the English-speaking countries, but it has been jumping to other markets and other languages. Some studies already say that 40% of Spaniards are already listening to podcasts with some regularity.”Consumers are listening more than ever.
Driven by the ubiquity of mobile and connected devices, audio occupies a central place in the lives of consumers,” they explained in a recent Vodafone press release announcing the launch of his first original Spotify podcast production for Spain (which in this case is a children’s story). According to data from the platform, listening to this content has increased by 367% year-on-year.More listeners, more advertisersAnd in addition to listening to more podcasts than ever, this content is also receiving the attention of brands and advertisers more than ever. The Spotify short story program, for example, was born with a sponsorship already under its arm (that of Vodafone Pass).A Nielsen study , commissioned by Midroll (a podcast company, it should be noted) found that podcast ads already performed better than other online advertising formats.
Listeners remember the brands and products they hear about in a podcast ad more and better than they do with other online advertising formats.Brand recall multiplied by 4.4. The ads are also more convincing, according to the study. 61% of consumers acknowledged after hearing advertisements that they were more likely to buy the product.On the other hand, podcast advertising is becoming more sophisticated and less generic. In a forecast made by an expert in Umbrella, he anticipates not only that podcasts will begin to be more and more generic and also less sophisticated (that is, that to the high-quality content that generate headlines, much more content will be added from ‘on foot’ ) but also the ads will change.