The power of podcast advertising demonstrated through ARN neurolab research
18 July 2023 · News · Podcastinfo
ARN’s neurolab has released research that explores the power of podcasts and how brands can leverage this.
Titled “Intimacy Never Sounded So Good”, the study was led by ARN’s Research &...
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Consumers of podcasts can not take notice of the advertising in three ways.
One way is to download the podcast, use an editor and remove the ads. There is a pattern in placement of the ads at the beginning, middle and end. There are music cues and announcements such as "....we'll be back after this break...." which serve as editing points.
Another way is during playback of content with knowledge of patterns of cues of when commercials occur, the consumer can zap past the commercial by continually pressing the ">>" button.
The analagy is when zapping with a VCR or a PVR.
A final way of the consumer bypassing advertisements is when ads are served from a server rather than within the podcast.
Consumers can use browsers such as NewPipe or browsers can include ad-bypassing addins.
The effect is that the consumer does not see the ad at all.
Perhaps the developers at the podcast server can develop techniques to thwart ad-defeaters.
You have to ask that when ads are bypassed through editing, zapping or bypassing will the advertiser be wasting money which affects the business model of the podcast provider.
History does repeat and like the zapping and editing with VCRs and PVRs, it can apply with today's podcasts.
Thank you
Anthony, history repeats, Strathfield South, in the land of the Wangal and Darug Peoples of the Eora Nation