Most digital audio monetization will come from recorded music for the foreseeable future, but podcasts’ share of the market has grown—and will continue to do so. Previously only employed with experimental budgets, podcasts are becoming a crucial component of multimedia ad campaigns.
More than half of advertisers said they planned to increase their podcast ad budgets in 2022, according to a poll of 255 US advertisers conducted by Advertiser Perceptions in August 2021. Nearly half (46%) planned to keep their budgets the same, and just 1% planned to reduce podcast ad spending.
The survey also showed overall digital budgets were the most commonplace that advertisers pulled their podcast ad budgets from.
Most advertisers did not have dedicated podcast budgets. About half used their digital audio budgets to fund podcast campaigns. As podcast ad spending increases and accounts for a greater share of total audio ad dollars, more advertisers are expected to break out podcast-specific budgets. Having dedicated budgets could help centralize campaign planning and measurement for advertisers committed to podcasts over the long run.
BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.