IAB and PricewaterhouseCoopers published a report on the status of podcast advertising and it projects the industry to surpass $1 billion by 2021.
The podcast advertising channel is unique with long run times the norm; 58% of ads are 60 seconds or longer. It also harkens back to the golden age of radio with 63% of ads read by the podcast hosts themselves.
Healthcare-specific content is hard to come by, however:
- 0.0% of content was “Health & Medicine”
- 2.3% of advertisers were “Pharmaceuticals, Healthcare, Drugs, and Remedies”
If you’re a marketer looking for a channel with little competition this might be it. Beware, however, that since it is closest to radio in format metrics can be very difficult to come by.