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Marketers are finding new ways to connect with listeners in audio. One option growing in popularity, particularly with media company iHeartMedia, is branded podcasts.
iHeartMedia hopes to grow the output of its branded content podcast studio—which launched in 2018 and now has about a dozen staffers—from 10 branded podcast shows to 30 by the end of 2022.
“If you want to be part of the conversation, you have to start a conversation,” said iHeart’s chief marketing officer Gayle Troberman, adding that brands reap dividends when they associate themselves with dialogue on topics consumers care about.
Branded podcast shows are one facet of the growing ecosystem of podcast advertising.