According to Edison Research, the amount of users in both Twitter and Facebook is declining (
https://www.edisonresearch.com/wp-content/uploads/2019/03/Infinite-Dial-2019-PDF-1.pdf ). This will surely affect advertising, and it seems that podcasting will be the next big trend in advertising, as the graph below highlights:
https://musicoomph.com/podcast-statistics/
Moreover, Nielsen Company also highlights how much podcasts can affect the sales of common products:
https://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2018-reports/marketeres-guide-to-podcasting-march-2018.pdf .
The stat from Nielsen shows how much podcast ads affect sales, and it’s no wonder when 80 % of consumers (
https://musicoomph.com/podcast-statistics/ ) listen to (almost) the entire episode. This allows companies to place the ads in the middle of the episode, making the consumer listen to the ad. Furthermore, podcasts often have the same ads running for a while (based on my personal experience), which brings the mere exposure effect to consumers. This in turn makes brand recognition and brand recall easier. It’s therefore logical to see why podcasts affect sales figures so mightily.
One additional benefit of audio podcasting is the low costs of making an audio ad. You “only” have to record a few examples, and then choose the best ones to use. This won’t take long, and doesn’t need the same amount of resources than e.g. TV ads. Low costs together with great exposure make audio ads in podcasts attractive, and I personally think audio ads will be a big part of digital advertising in the future, especially when podcasts are becoming even more popular. Do YOU agree with me, are audio ads the next big thing?
Jere’s digital marketing journey 
Interesting discussion. Do you think the popularity of audio ads have something to do with the lesser initial upfront cost compared to visual ads? As it is comparatively very cheap to record an audio ad and can be done quickly to keep up to date with trends, I think audio ads ARE the next big thing!
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Definitely, as I said on my post, low costs of audio ads are perhaps the greatest advantage of them!
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This is a great topic to think about, Jere! It’s interesting to think about the switch from consumers hearing ads on radio stations versus on podcasts (the more popular of the two now, as far as I know). There seems to be a lot more choice with podcasts, meaning podcasts will likely have more similar audiences (at least in one characteristic) than radio audiences. Do you think this is a huge upper-hand for niche, targeted-marketing, or do you think it makes it harder for organisations to reach larger (more general) audiences?
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I think the ads in podcasts are targeted to a niche market. For example, as I listen to a podcast about technology, the ads are mostly about how to upgrade your computer etc, while the sports podcasts I listen to mostly advertise about beer, cheap tickets etc. Thus, using podcasts as a platform to advertise seem to be (based on my personal experience) more of a niche, targeted-marketing.
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