Document Type
Conference Proceeding
Publication Date
2021
Abstract
COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that (1) consumers dislike and easily bypass dynamically inserted segments of pre-recorded ads; (2) post-pandemic listening is likely to be more fragmented; and (3) listeners would appreciate a diversification of call-to-action in podcast ads. Podcast listeners would like to support brands and ideas by contributing in ways that go beyond purchasing.
Recommended Citation
Vilceanu, M.O., Johnson, K., & Burns, A. (2021). Consumer Perceptions of Podcast Advertising: Theater of the Mind and Story Selling. AMTP 2021 Conference Proceedings. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Marketing Commons
