Podcasts open the door for advertisers to reach an on-demand audience
The freedom to choose premium content without ads is hardly a new phenomenon—cable networks such as HBO have been cutting advertisers out of the loop for years. Now, with paid music streaming services doing to music what Netflix did to movies and TV, there are even fewer places to advertise to affluent consumers who want their content on-demand.
Findings from The Canadian Podcast Listener 2019 show that podcasts can help advertisers unlock this attractive audience. On-demand consumers have a marked affinity with podcasts, with weekly users of digital on-demand media indexing well above traditional media for being monthly podcast listeners.
The implication—and the opportunity—is clear. Podcasts, like paid audio/video streaming services, put the consumers in full control, freeing them to choose the content they find most engaging. Of all those options, only podcasts open the door for advertisers to reach the consumer when they are so deeply engaged.
More findings from the third annual Canadian Podcast Listener study will be presented at the RAIN Summit, Wednesday, October 16th at the Glenn Gould Theatre in Toronto.
The Canadian Podcast Listener Study 2019 is co-published by Audience Insights Inc. and Ulster Media, with support from The Podcast Exchange (TPX). Results are based on online surveys using a market representative sample of more than 4,500 Canadian adults from Maru Voice Canada.
Enjoy is a portal for high-end home electronics that provides free delivery and in-home set-up in the US and the UK and the company plans its launch on Oct. 29 with Rogers mobile customers in Toronto as its initial foray into the Canadian market. Marketed as Rogers Pro On-the-Go, the program lets customers order a phone, specify any location in the service area, and a pro will meet them with their new device at the customer’s preferred time. The pro then can walk a customer through their plan options such as how to set-up their device, transfer applications, synch contacts, explain its features and offer accessories like cases, headsets and smart assistants.
Profiles of the federal party leaders
Readers please note that the embedded links in each party leader intro link to the respective political party’s website where the election platforms can be read. The exception to this is the Conservative Party, which is expected to release its manifesto today.