Podcasts haven't just been around since today, but they're more relevant than ever. In Austria, Podcasts are used regularly  by just under 30 percent of the population heard - and the trend is rising. On average, this target group is mostly tech-savvy, has a high level of media literacy and, with an academic quota of over 50 percent, a fairly high level of education*. Compared to other digital on-demand media, the production of podcasts has lower time and cost requirements with better performance. In addition, the audio medium can be used not only to convey different core messages, but also to engage in much broader storytelling and thus place qualitative content.

But how can brands use the podcast trend for themselves? One possible form is  Corporate podcasts. The company is the publisher of the podcast and uses it to play out content that interests its own target group and is in line with the brand's values. In most cases, the company does not act in a promotional way, but tries to pick up the target group through good content.  According to a recent survey, over 65 percent of listeners who listen to podcasts at least several times a week find the Corporate Podcast advertising format appealing**. But it is also possible to use the audio medium for employer branding. Instead of internal mails or newspapers, you can also use podcasts to educate sales staff. This saves time and is an innovative yet efficient approach to training.

Another way to leverage podcasts for your business is classic ad placements in existing podcasts. Podcast listeners are open to advertising and understand that ads are necessary to consume podcasts for free. Podcast advertising is perceived by 83 percent of users on average - radio advertising by only 35 percent**. Almost 58 percent of respondents even find it positive when a relevant product or service is advertised in their favorite podcast . Over 15 percent also state that they have already bought a product after hearing about it in a podcast **. Podcasts are therefore an attractive way to perfectly complement your company's advertising mix and future-proof it. 

Find here an example, which we were allowed to realize for the direct investment bank DAD.at:

Listen now

We have aroused your interest? If so, we look forward to receiving your call (0732 666 222) or email at goodvibrations@reichlundpartner.com.

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Sources: 

*Reuters Institute Digital News Report 2020
**OMR Podcast Survey 2020