Podcast Ads Having Minimal Effect

Listeners are more likely to visit an advertised web page

A study has revealed that podcast ads are having a limited effect. Research conducted by the Interactive Advertisement Bureau has found that only 8% of listeners have bought an item after hearing an advert for it on a podcast. Podcasts are seen by some advertisers as being a good platform for targeting loyal listeners who tend to listen to the same programmes regularly. However, the research showed that the most likely action to be taken by listeners after consuming the ads is to visit a sponsor's webpage, with 45% of them going online to do so.

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