By Aditya Kuber
As a brand custodian, you would measure success as a mix of various metrics. While sales growth is critical, a brand’s perception in the market and among customers is just as important. How do you ensure you reach the right audience and one that’s fully engaged and committed to your brand? Yes, digital, but are you able to think beyond video and banner ads?
Enter audio. Podcasts have a key role to play in helping your brand’s perception, recall and offer a strong brand lift.
What’s the market like?
Podcasts offer high engagement time with listeners, a young audience and a broad variety of content that covers a wide range of interests.
According to an ad effectiveness study conducted by Triton Digital, on average, audio content consumers in India listen to podcasts three to four times per week. In metro cities, this rate is even greater, with 70% of…
