Podcast users are more receptive to ad-supported TV
According to NuVoodoo's "Digital Media Study," one-third of podcast consumers consume ad-supported TV. "Nearly a third spend at least an hour on it every day. That makes digital video marketing a compelling strategy for creating brand awareness for podcasts," said NuVoodoo co-founder Leigh Jacobs.
Three quarters of podcast users:inside are on YouTube at least once a day, according to the survey. For a small independent show just being implemented, however, spending money on ads is probably not a viable option. NuVoodoo co-founder Jacobs says social media is "almost as powerful" in driving podcast distribution.
"Nearly two-thirds of the podcast audience can be reached daily with promoted posts on Facebook or Instagram, and about three-quarters via the YouTube or Google apps. Millennials, those aged 30 to 40, are particularly engaged here, with nearly six in ten relying on friends and social media posts to discover podcasts," Jacobs elaborates. According to NuVoodoo, 60 percent of podcast users pay at least some attention to advertising on most channels.
Instagram and Facebook lead
NuVoodoo's data shows that two-thirds of podcast listeners use Instagram or Facebook every day, one-third of them even several times a day. For TikTok and Twitter, only 20 percent do so. Podcasters would have an advantage over many other advertisers hoping to retarget users in digital campaigns.
According to Jacobs, podcast users:inside are more likely to allow apps to track their devices and their activity on other sites, with 49 percent often or always opting in to tracking. This is 18 points higher than the overall audience. (pte)
