The WARC Podcast
Are marketers missing the podcast opportunity?
Feb 25, 2025
Timi Siytangco, Key Account Director at Acast, and Giles Martin, EVP at Oxford Road, shed light on the booming podcast landscape. They explore the slow ad spend despite rising podcast popularity and discuss the unique dynamics of advertising in Asia. The conversation highlights the integration of video and the challenges of measuring podcast effectiveness. Brands are now tackling brand safety concerns and realizing the potential of podcasts to engage younger audiences. Innovative strategies are needed as the medium evolves.
34:13
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Quick takeaways
- Despite the surge in podcast listener engagement, advertising budgets remain sluggish due to reliance on traditional audio ad spending.
- The rise of video podcasts presents new marketing opportunities, necessitating brands to adapt to varied audience dynamics and measurement challenges.
Deep dives
The Podcast Advertising Landscape
Despite the rising popularity of podcasts, advertising investment in the medium is experiencing sluggish growth compared to other channels. A significant factor for this is advertisers' current allocation of budgets, which continues to favor slow-growing audio ad spending rather than embracing the innovative potential of podcast advertising. The recent surge in podcast listenership, particularly around events like the US election, highlights the need for brands to rethink their strategies. The podcast medium, which began gaining traction over two decades ago, is now recognized as a mainstream channel, with millions of listeners engaging across various demographics.
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