Exploring the viability of independent podcasting as an advertising channel

Podcasting, and independent podcasting alongside it, is a quickly growing form of content consumption. Millions of people across the world listen to podcasts every day. The audi-ence is large, curious and tech-savvy segment of our population well suited to be advertised to. This thesis aims to explore how viable podcasting is as an advertising channel. The current state of podcasting and podcast advertising is studied, and the expected future develop-ments are considered. Secondary desktop research is conducted for the purpose of the study. Available sources and studies are consulted. Based on this research, a first assessment is given. The study also involves primary research in the form of qualitative interviews with podcasters and companies currently utilizing podcasting as an advertising channel. This research aims to further deepen the understanding of the current situation and confirm or disprove assump-tions made during the secondary research. Finally, a focus group discussion is held with podcast listeners to provide a look at the issues at hand from the consumer point of view. The conclusion offers a clear answer to the research question as well as recommendation for advertisers potentially interested in podcast advertising. Independent podcasting is found to be a viable advertising channel. It is very effective at convincing consumers to act on the advertising they hear. This is in big part due to the trust listeners have towards the podcast host