Why podcast advertising doesn't usually work...
We've all been there. Listening to a well known podcast and the host says 'And now a word from our sponsor', followed by three minutes of waffle about mattresses or pelvic grooming tools or NordVPN or whatever. What do you and I do? Immediately hit the 'skip 30 seconds' button a few times in our podcatcher, until our ears detect that the advert slot is over. So we hear perhaps the first few seconds of the advert and maybe the last few, if we're unlucky. So what's the point? Annoying those listeners who don't have a hand free to reach out and hit the skip button? It beggars belief that there are still companies willing to pay significant money for multi-minute ad spots on podcasts. Isn't it just a big waste of their money? The same applies to video podcasts and embedded sponsor slots in videos too, since the timeline bar has a handle and it's trivial to slide this over a few minutes to miss out anything that's not core content. So what's t...