The IAB Brasil, in partnership with the global consumer insights provider Offerwise, presented this week’s survey results “The influence of digital advertising in the universe of podcasts”, which brings data on the behavior of Brazilian internet users in relation to the consumption of the audio platform and vision on how advertisements are perceived on these occasions.
The study shows that this year 76% of respondents have created habits and routines for the experience of consuming audio content – in 2019 this number was 40% -, according to a survey by Ibope Inteligência using the same methodology. Statistics also show that the volume of Internet users who are not yet immersed in the culture rose from 32% that year to just 10% in 2021.
The survey indicates, according to the IAB, the platform’s potential for brands that do not yet work with this digital advertising format. “Approximately 59% of listeners remember ads presented during podcast programming, and more than half of respondents said they took some action after being impacted by ads in that medium. This is one of the advantages of podcasting media for advertisers: in addition to its ability to offer content to different audiences and interests, it is able to attract a highly engaged and receptive audience to advertising”, says Cris Camargo, CEO of IAB Brasil.
Of the 56% who said they took some kind of action from a podcast ad, 37% wanted to know more about the product and searched the internet, 27% wanted to know more about the product and accessed the brand’s website, 18% went to follow the brand on social networks and 10% made a purchase. Still on advertisements, 45% of respondents say they like or don’t mind podcast ads, while only 18% report discomfort to the point of interfering with their experiences.
“As podcasts grow in popularity, the openness to digital advertising in this medium continues to progress. 54% of respondents said the most interesting advertising format on a podcast is one that integrates with the program’s content. It’s an innovative and comfortable way for the audience to promote their business,” says Julio Calil, Account Director at Offerwise.
Also according to the IAB, podcasts produced and/or sponsored by brands also stand out, which have established themselves as the preference of 40% of listeners. Ads served as breaks during a podcast drop to 32% in the audience’s predilection. With the world increasingly busy, the format becomes more popular also for the ease of consumption while carrying out several activities at the same time. Survey data also show that 53% of the audience listens to podcasts while performing everyday tasks, 48% before going to bed, 30% while on the move and 26% when waking up.
Men and women, aged 18 or over, from all social classes and all regions of Brazil participated in the research. The sample included 1,107 Brazilian Internet users, between the period of September 10th and 16th this year.