Creating a branded podcast is an opportunity to speak directly with your customers, using an actual human voice, sharing relevant conversations and developing meaningful connections.
Brands are able to foster a feeling of intimacy and authenticity, starting a conversation with their listeners.
Podcasts are also a great way to target those hard to reach customers, the “ad-advoiders”. The BBC commissioned a study into this group and found that podcast listening resulted in a 89% increase in brand awareness, 57% in brand consideration, 24% in brand favorability, and 14% in purchasing intent.
Importantly, listeners are 22% more likely to remember brands mentioned in a podcast compared to viewers watching a televised advertisement.