The news: Podcast ads are turning passive listeners into active consumers and driving measurable outcomes for brands, per a Nielsen study.

• Podcast campaigns led to a 10-point boost in brand awareness; an 8-point increase in information-seeking; and a 6-point increase in recommendation and purchase intent.
• 70% of listeners who were exposed to podcast ads recalled the brand, while 62% reported higher intent to seek the company advertised.
• Audiences are receptive to podcast ads: 37% found them interesting and believable, while 36% felt they were natural and 32% felt they were authentic. Only 11% felt ads were forced, while 7% felt they were intrusive.

Zooming out: Podcasts are proving their massive potential to brands.

• Podcasts are most effective at driving immediate purchases compared with other mediums, including TV and popular platforms like Instagram and YouTube, with 22% of listeners taking action after hearing a podcast ad, per Sounds Profitable and Signal Hill Insights.
• Beyond encouraging purchases, podcasts are an effective social media amplifier, with 26% of listeners visiting a brand’s social media after hearing an ad.
• 88% of US podcast listeners have taken some action after hearing a podcast ad, while 59% have felt more favorably about brands after hearing them advertised in a podcast.