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Writer's pictureInside Audio Marketing

Survey Points To Why Podcasts Should Be On Retailers’ Buy List This Holiday Ad Season.


As retailers put together marketing plans for the coming months, including the critical holiday shopping season, they may want to consider the results of a Veritonic survey conducted last month. It finds three in four consumers would like to hear podcast ads for holiday shopping, while 58% say they would welcome back-to-school ads on podcasts.


The survey also shows there is a sweet spot on the calendar for those holiday ads to run. Veritonic’s survey finds 46% of consumers plan to begin holiday shopping on or before Oct. 1, with six in ten saying they plan to have it completed by Dec. 1.


“Our latest study aimed to uncover never-before-seen insights into how consumers perceive and respond to podcast ads in contrast to platforms such as TikTok, Facebook, Instagram, and YouTube,” says Veritonic. To do that, it asked consumers how podcasting stood up to each of the other advertising options.


A majority (54%) of consumers said they are more inclined to buy from a podcast ad than an ad they see on TikTok. And 51% say podcast ads make them more likely to buy something than an ad they see on Facebook. And 47% say podcasts are more persuasive than Instagram ads. Even on YouTube, where a growing number of podcasts now appear, a sizable number of people surveyed say podcasting has the edge. According to Veritonic, 42% said they were more inclined to buy a product after hearing a podcast ad than an ad they see on YouTube.


“Our data highlights the growing influence of podcasts in shaping purchasing decisions and offers valuable insights for advertisers looking to maximize impact in these competitive seasons,” Veritonic says in a report on the survey findings.


The ad testing company reports that seven out of ten people surveyed said they are more likely to buy a product from a podcast ad if it offers a discount code. And two-thirds say they are more likely to buy if there is free shipping. Six in ten also say that a “buy one, get one” deal is hard to resist.


Working in podcasting’s favor for sales conversion is the fact that many people are just a few clicks away from a retailer’s website. Veritonic says 46% will make a purchase based on a podcast ad they hear on their desktop computer, while 39% will make the purchase on their smartphone.


Veritonic says the bottom-line message from the survey is clear. “As podcast advertising continues to demonstrate its unparalleled effectiveness in influencing consumer purchasing decisions, it has become an indispensable component of every marketer’s omnichannel strategy in 2024 and beyond,” its report says.


The survey is based on data collected in July 2024 in an online survey conducted by Veritonic of hundreds of individuals in the U.S. who reported listening to multiple podcasts per month. Download the report HERE.

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