One of the new rising stars in the world of the internet and again widely used is the podcast. A format that became popular in the 90s as a communication media and that is already as oldest as internet itself.
Changes in content trends have recovered the podcast format as a new fashion among both brands and advertisers, renovated with new characteristics and qualities. This has resulted in a growing interest among consumers, and the podcast audience has notably increased reaching very high figures and exceeding those registered in previous years (46 million people).
The interest that podcasts generate in consumers transforms this format in a favorite among many others available online, mainly due to the exclusive way of reception, as users receive it in their own earphones. Podcasts create intangible, very valuable bonds with their audience, and this is why the experience generated from these contents is unique and very personal.
This digital audio file format has reached the corporate sphere as a new marketing tool. Thanks to their popularity, brands and companies consider that their incursion into the field of communication offers a great opportunity when it comes to publicize their message and reach a greater audience.
Companies usually form part of this exchange by sponsoring these contents, and therefore branded podcasts are booming as more and more companies have begun to create their own. The creation of bonds with the audience and the subsequent brand diffusion have been the main assets to mark its success.