As of December 2021, over two million podcasts were available globally for listening and downloading. With the growth of podcasts, more content creators are finding unique ways to create a dialogue with their audience, however niche the topic. The stellar growth of podcast listenership is equaled in terms of ad spend—AA/WARC predicted global audio advertising spend on podcasts will reach $1.6bn by end of 2022. But in order for advertisers to successfully tap into this huge market, podcast advertising needs to become more targeted at the episode level, rather than on a general genre basis.
