New research from the Interactive Advertising Bureau (IAB) should be music to the ears of podcasters.
The IAB’s “IAB-Edison Research Podcast Advertising Study,” a survey of nearly 1,000 podcast listeners conducted in partnership with Edison Research, reveals that nearly two-thirds (65 percent) of fans are more willing to consider purchasing products and services they learn about during a podcast.
“Sixty percent also state that, given equal price and quality, they prefer to buy products from companies that advertise on their favorite podcasts,” reports the IAB.
The study suggests that listeners prefer sponsorship messages about products and services to pre-recorded advertisements. One important factor appears to be the personal relationship developed between podcast hosts and their audiences.
According to the survey, podcast listeners often take action, including:
- Visiting a sponsor’s web site (45 percent)
- Considering a new product or service (42 percent)
- Gathering more information about a product or company (37 percent)
The ability to listen to programs “whenever” they want was cited as a leading value proposition for podcast fans, with 76 percent saying that factor is critical.
“These results quantify for the medium what we’ve seen in much of our client work,” noted Tom Webster, the Vice President of Strategy at Edison Research. “Podcast listeners not only don’t reject advertising in the medium, they are actually very receptive to the right message, delivered in the right environment.”