A podcast is the most effective form of advertising in the audio sector, because every listener is an active listener. In contrast to the radio, which usually "dumbs down" in the background and you usually only passively hear what a presenter is saying or which advert is currently running. As with TV, people usually even switch the channel off or on as soon as the advert is on.


A podcast is selected and actively switched on at a time when the listener has freely chosen because they want to consciously engage with it and thus get 100% of the content, including an advertisement. A podcast is usually listened to with headphones so that you are not disturbed by any noises or influences. With a podcast you build a closer and more personal bond with a listener than with any other audio or visual form. This means you are sitting right in their ear, so to speak.