ADM Research Notes Podcast Advertising Appeals to “Unreachable” Consumers.

I had the good fortune to participate in a webinar hosed by The Association for Downloadable Media, in conjunction with Edison Research. They presented the findings of a recently concluded Podcast Consumer Attitudes study. The respondents to this online study of active podcast consumers indicated that, although they are increasingly turning away from some mass media platforms and advertising approaches, they are receptive to advertising and sponsorship messages in downloadable media. These consumers also show a significant tendency to consume podcasts on their mobile phones, highlighting the importance of the channel as a truly portable medium.

According to Edison Research Vice President Tom Webster, “A podcast advertising buy is not a redundant media buy for advertisers and marketers. These are attractive, affluent consumers that mass media is losing.” He also notes, “Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context.”