Why Now Is the Moment for Brands to Invest in Long-Form Audio

Why Now Is the Moment for Brands to Invest in Long-Form Audio

Podcasts are the new ‘appointment to listen’ with rapidly growing and engaged audiences tuning in to the vast digital audio treasure trove that is out there. For brands, podcasts can provide valuable opportunity to become part of the conversation, writes Ruth Fitzsimons, director of digital with Bauer Media Audio Ireland. Saturday night TV used to be the holy grail of marketeers offering guaranteed reach, creative excellence, cultural relevance …

Is Video Creating 2 Different Types of Podcasting? Our Data Says It Is

So you might be thinking, no sh*t Sherlock – audio and video are different types of podcasts. But I don’t just mean the obvious difference in that one’s a visual medium and the other one is purely audio. I’m seeing evidence that indicates video and audio nurture very different ways of producing content as well as consuming it. When I separated out the 500+ responses to this year’s Independent Podcaster Survey into two camps – those podcasters wh…

Video vs Audio Podcasts in 2025: Why Audio Still Wins on ROI Despite Video’s Big Reach

The explosive growth of the podcast industry has pushed creators, brands, and agencies to rethink their content strategies. While video podcasts dominate social feeds, rack up millions of YouTube views, and receive the lion’s share of attention from marketers, a new major analysis reveals a surprising truth: audio-only podcasts still deliver significantly higher return on investment. The latest Podcast Marketing Trends Report, jointly produced b…