Acast Research Looks At Marketer And Advertiser Perceptions Of Programmatic Podcast Ad Sales

Marketer Perceptions Of Programmatic

Research by ACAST is highlighting marketer and advertiser perceptions of programmatic podcast advertising, with predictions from marketers that programmatic ad spend on podcasts will triple by 2027 but a shockingly low 39% of marketers even able to correctly define what "programmatic" is and just 42% saying they have a detailed understanding of programmatic (although 60% said they have bought ads via programmatic already). Despite the deficiancies in understanding the marketplace, marketers remain bullish on podcasting, with only 3% expecting the end of cookies on the internet to negatively impact podcasting while 70% expect it to hurt social media; 84% said podcasts currently have low ad loads, and 65% said they expect to increase their podcast ad spend.

“Podcast advertising and programmatic ad buying are in this moment of simultaneous, rapid growth, yet there are still so many myths and misunderstandings about both held by media buyers,” said Global Head of Ad Innovation ELLI DIMITROULAKOS. “As the first study that looks specifically at programmatic ad buying in podcasting, this research enables Acast to better meet the needs of advertisers by first understanding – and filling – the knowledge gaps that are so prevalent in the industry.”

Find out more by contacting automated.americas@acast.com.

« see more Net News