Marketing trends

3 in 10 podcast listeners discover new brands through voice advertising

27% of shoppers that listen to podcasts every week are discovering new brands through voice advertising when they tune in. For marketers, it’s a channel not just to watch, but to start tapping into now.

The Future Trends: Speak and Listen report is part of a wider DMA series that explores the upcoming trends of this year. The data, generated from a survey of between 2,000 and 4,000 recipient responses, sheds light on nature of voice advertising.

Voice advertising is making a breakthrough

Expert marketers know that brand presence across a range of channels is essential for driving customer engagement. Storytelling is a key element of any voice advertising strategy, and needs to align with how listeners use podcasts: for entertainment and education purposes. So long as content reflects key brand values, podcasts can be used for voice advertising to send timely reminders of the brand offering, plus offer promotional codes and rewards for word-of-mouth recommendations.

According to the research, listeners do feel that voice advertising (or podcast marketing) is more relevant to them. What’s more, 57% of those that listen at least once a week say they trust the marketing messages on this channel. This indicates that podcast listeners are more open than other types of customer.

Steady increase in use of voice commands

UK consumers are adopting voice commands faster than ever. Today 38% use or are interested in voice assistants, up by 15% in 2015. But, marketers still need to address concerns over the intrusion of personal space, and seek new and innovative ways to protect privacy in the home environment. Abating worries that these bots are listening to consumers will be a challenge, when the premise of recalling relevant content is to, well… listen.


Want to find out more? You can gain access to the whole article here, plus a link to the wider DMA report here.

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