More than half of marketers in Australia anticipate increasing podcast ad spend in the next five years, according to a study by Acast.
The research, conducted between September and October 2023 and involving 500 full-time professionals in marketing and advertising across the USA, Canada, UK, Australia, and Singapore, found that globally marketers are ten times more likely to predict an increase rather than a decrease in podcast ad spend over the next five years.
Marketers within each of the five tested markets who have invested in podcast advertising before displayed notably higher confidence in its growth prospects, with 62% of global marketers projecting increased ad spend in the coming years.
Only 16% of marketers expressed concerns about excessive advertising on podcasts. This is in contrast to the larger concerns expressed about oversaturation of advertising on social media (31%) and TV (35%).
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.