Why do companies sponsor podcasts

Germany:
Spotify revolutionizes podcast advertising

Test customer LinkedIn chooses Herrengedeck

In the beta phase, the advertising customer LinkedIn was one of the first test partners in Germany - with convincing results. Through the campaign for the Herrengedeck podcast, LinkedIn was able to increase ad recall by ten percentage points, an increase of 80 percent.

"Our goal is to position LinkedIn as the leading network for professional development. Personal, innovative storytelling in a trustworthy environment is very important to us," explains Christoph Schmidt, Lead Digital Marketing & Social Media DACH, LinkedIn. "Podcasts meet all of these requirements, but we haven't been able to measure their impact so far. So we're really excited about SAI technology."

Right now run on podcasts

According to a study by ARD and ZDF from 2019, almost half of 14 to 29-year-old Germans listen to podcasts weekly. The number of Spotify podcast listeners in Germany has almost doubled in the past year alone In 2018, the range of German-language podcasts on Spotify increased from 2,000 to over 22,000. Due to the great demand, Germany is a very important market for our podcast strategy, "said Bieber. The most popular podcast, Mixed Hack, is heard by around one million users per episode. According to Comscore, a total of 18 million Germans listen to audio content via Spotify. According to its own information, Spotify has 43 million podcast listeners worldwide (with 271 million users).

And the enthusiasm has not let up: Corona has clearly increased interest in podcasts. While product-related advertising tends to be shut down, he noted a need for branding in order to be further anchored in the relevant set. Customers such as Google, Ebay and LinkedIn took their chance and advertised via Spotify in the past few weeks.