DTC brands drive 53% growth in podcast advertising

DTC | June 04, 2019

Direct-to-consumer (DTC) and financial services brands are spending the most on podcast ads, driving the media platform’s growth by 53% between 2017 and 2018. According to a report by the IAB and PwC, the US podcast marketplace will surpass $1bn in 2021. Marketers spent $479m on podcasts in 2018 and $314 million in 2017. DTC and financial brands were jointly responsible for 43% of all podcast revenues, the former accounting for 22% and finance 21%. They were joined by B2B (14%), arts and education (10%), and telecommunications (7%) to make up the five sectors representing nearly three-quarters of the nine-digit spend. The report found that while the use of dynamically-inserted ads increased from 41.7% to 48.8%, ‘baked in’ ads that are encoded into the podcast’s audio file still account for 51.2% of all podcast advertising.

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