Audio advertising includes radio advertising and digital audio advertising. Digital audio advertising is advertising on web radio, music streaming sites and podcasts. In the French audio market, radio remains the most listened to. However, 41% of French people have a preference for podcasts, which shows an appreciation of this audio content format. During 2020, podcast production tripled to over 900,000 podcasts created worldwide.
Audio advertising has become an excellent strategy for an advertiser to adopt if they want to launch new products, gain awareness or drive listeners to buy. According to a study by the Sortlist platform: 78% of listeners are likely to decide to buy products recommended in audio content; and 40% of French people have made a purchase following an advertisement in a podcast.