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Debunking brand safety and suitability myths in podcasting
Journal of Brand Strategy,
13
(2),
131-138
(2024)
Abstract
Podcast audiences in the USA are enjoying unprecedented growth, with nearly 100 million weekly listeners in 2024. Forecasts suggest that podcasting advertisement revenue will surpass US$2bn in 2024, reaching nearly US$2.6bn by 2026. At the same time, however, the business community (ie audio industry experts, including media decision makers at large agencies and brands) continue to have questions regarding the medium’s safety and suitability for brands. This paper provides a multi-modal study that juxtaposes the myths and opportunities in podcast advertising across genres. It reveals that consumers remain open to brands that advertise on podcasts and they find their titles to be engaging,
informative and entertaining.
Keywords: podcast; genres; brand safety; brand suitability; audio; advertising; advertising effectiveness; podcast listeners
The full article is available to subscribers to the journal.
Author's Biography
Lisa Prentis Jacobs is Senior Vice President of Media Operations at Ad Results Media, the leading audio-based advertising agency. Leveraging years of digital, performance and audio experience, she leads the media planning and buying, creative, analytics and audio insights departments.
Idil Cakim is the Senior Vice President, Head of Research and Insights at Audacy, a leading multi-platform audio content and entertainment company. Cakim leads the company’s research and insights practice, with a focus on building perspectives, ideas and client strategies. Cakim has more than 15 years’ experience devising marketing and communication strategies for Fortune 500 companies and non-profit organisations. Cakim has been widely quoted in trade journals and news outlets such as the New York Times, CNet News, CBS Market Watch, the Financial Times and others, and is the author of ‘Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers’. She was named Digital Communicator of the Year by PRNews. Cakim earned a master of arts degree in communication from the Annenberg School at University of Pennsylvania and a bachelor of arts degree in sociology from Bryn Mawr College.
Devora Rogers is Chief Strategy Officer for Alter Agents, a full-service, strategic market research consultancy. Executive client partnership, consultative insights and strategy have been Devora’s passion for more than a decade. She has led research teams, developed the methodology for Google’s groundbreaking ZMOT research, launched global offices, and worked with dozens of global brands including Google, Gatorade, Nespresso, Snapchat and Audacy, among others. She is a regular public speaker at industry events, and her TedX on the future of shopping and retail has been viewed over 250,000 times.
Heather O’Shea is the Chief Research Officer of Alter Agents, where she oversees the research functions within the company. She has over 17 years of experience in market research and consumer insights, and has held positions at various media agencies, publishers, tech platforms and research companies. During her career, she has conducted market and media research for a wide variety of advertisers, including Twitter, Johnson & Johnson, Colgate-Palmolive, Sony and Campbell’s. She serves as a mentor for Women in Research (WIRe) and has served on the board of the Advertising Research Foundation’s Women in Analytics programme. She received her MBA in marketing from Baruch College at the City University of New York.
