New Study: Why Podcast Ads are Winning Over Other Platforms for Back-to-School & Holiday Deals
As the holiday season approaches, brands are gearing up for a surge in consumer spending. If you’re looking for a fresh and effective way to reach your audience, podcast advertising is a strategy you can’t afford to overlook. Our latest study reveals compelling data that underscores the power of podcasts in capturing holiday shoppers’ attention.
Our latest research indicates that podcasts are a compelling platform for holiday advertising. A striking 75% of consumers expressed interest in hearing podcast ads for holiday shopping. This is a significant increase compared to other occasions, such as back-to-school shopping, which only 58% of consumers preferred. The holiday season’s unique buying behaviors make podcasts an ideal medium to reach eager shoppers.
The study also highlights important timing insights: 46% of consumers plan to start their holiday shopping on or before October 1, 2024, and 60% intend to complete their shopping by December 1, 2024. This early and efficient shopping behavior underscores the need for timely and targeted podcast advertising to capture the audience’s attention before the rush.
Podcasts aren’t just about reach—they also drive higher engagement and conversions. According to our data, 54% of consumers are more inclined to buy from a podcast ad compared to one seen on TikTok. Additionally, 51% prefer podcast ads over Facebook ads, and 47% over Instagram ads. With a 42% preference over YouTube ads, it’s clear that podcast listeners are highly receptive and more likely to act on podcast-based promotions.
Incorporating special offers into podcast ads can significantly boost their effectiveness. Our study shows that 70% of consumers are more likely to purchase from a podcast ad that includes a discount code. Similarly, 66% are drawn to ads offering free shipping, and 61% are enticed by buy one, get one deals. These incentives can drive immediate action and enhance the overall impact of your holiday advertising.
Podcasts offer a potent combination of high engagement, targeted reach, and effective promotional opportunities. By leveraging this medium, brands can maximize their holiday marketing efforts and connect with consumers who are eager to shop. As you plan your holiday campaigns, consider podcasts as a strategic tool to capture and convert your audience.
If you are interested in learning more how you can optimize your podcast ads, contact sales@veritonic.com.
