The Audio Boom: Podcasts as Marketing Game Changers

Here at TVWriter™, we’ve been predicting an upsurge in audiences for audio series for a few years now, and although those audiences have been rising, they’ve been below our expectations.

Now that we’ve seen the following article, we get it. This is showbiz 2019. The shows aren’t the wave of the future. The marketing opportunities they provide are! And the good news for audio entertainment devotees is that they’re on the rise now as well.

by David Shadpour

A lot can change in a year, especially when it comes to marketing trends. If 2018 was the year of video, 2019 will be the year of audio. From smart speakers to connected cars, the audio content sphere is booming. Rising over the past decade, podcasts are at the helm of audio’s resurgence. Podcasts are smashing the limitations associated with staring at screens and, thus, emerging as a ubiquitous presence in our everyday lives.

In one of our recent podcast episodes, Jennifer Kavanagh, SVP Marketing and Media at the Philadelphia Eagles, did not hesitate to contend that podcasts will be at the forefront of the future of content consumption. “Audio as a medium will grow, and as it grows, it will give rise to earfluence,” Kavanagh explained. “This is a concept where we see more people spending time listening instead of watching, either because it’s more convenient, or the medium resonates more.”

For brands and advertisers, now is the time to join the conversation, if you haven’t already. However, as we saw with the shift from traditional media to social platforms, the rules for brand building in an audio-based world are different. With podcasts asserting themselves as the next battleground for marketers, below are a few reasons why your brand needs to at least consider planting a seed in this growing ecosystem.

Consumers Are Leaning In

There’s no doubt about it: People are spending more time listening to podcasts. According to 2018 Edison Research, podcasting has been on a steady rise since 2006, growing by a whopping 300%. Today, approximately 73 million Americans listen to podcasts each month. Needless to say, we are in the midst of yet another technology transition. The podcasting trend is not a whisper, but an explosion — and a loud one at that.

So, what’s driving the increasing popularity of audio storytelling? And why now? There are a few possible answers. For one, with more than 500,000 active shows, there are seemingly endless options for compelling content. Of course, the listening landscape has also benefitted from technological advancements, such as expanding on-demand streaming services….

Read it all at FORBES.COM