Audio advertising strategies in the digital environment: the branded podcast in Spain. Podium Podcast case study

Abstract

This research studies the evolution of audio advertising strategies in digital environments through the branded podcast format, specifically through an analysis of the production company Podium Podcast (PRISA Group) case study. The main objectives focus on the format's origin and use, and the impact it generates in communication agencies, brands, and audiences in Spain. For this purpose, a methodological triangulation based on a theoretical-documentary analysis is carried out, analyzing the evolution of radio advertising in Spain, followed by a quantitative study through two files that evaluate the visual and brand presence, complemented with the responses of the 10 interviews conducted with producers and brands. The results allow a classification proposal of the different types of podcasts created by or for brands, as well as the confirmation of the effectiveness of the branded podcast as part of a branded content strategy. Although there are no precise metrics of its short-term impact, it is concluded that branded podcasts are an effective tool to connect with digitally saturated audiences through their thematic diversity and their ability to transmit brand values and commitments.