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A Marketer’s Guide to Podcasting

1 minute read | March 2018

A lot can change in a year, and podcasts are a perfect example of this. The medium saw a significant growth in engagement from 2016 to 2017. As a result, podcasts are becoming a darling of advertisers, as well as a trusted source for brands looking to reach consumers. But are podcasts driving results?

In this report, we turn the spotlight on three new product categories from Nielsen’s Fanlinks Survey: Juice, milk and cereal. These are mainstream products that nearly all U.S. consumers buy on a frequent basis, just the kind of brand-level advertisers that the medium of podcasting needs to attract.

The report also looks at the increasing role of smartphones in podcast usage along with a summary of Nielsen’s brand lift studies conducted specifically for Podcast networks. Additionally, Nielsen’s Media Lab looked at podcast’s increase in purchase intent for a variety of advertisers, including personal care, financial services, and recruitment sectors.

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