Breaking News: Podcasts Surge into Video Formats, Transforming Digital Marketing
Vienna, June 26, 2025 – The latest IAB event has revealed a significant shift in the podcast landscape, with video-supported formats experiencing rapid growth and becoming attractive advertising platforms. The event, held on June 18, brought together industry experts to discuss the future of podcasts and their impact on digital marketing.
Podcasts: The New Audio-Video Frontier
Podcasts have long been a staple for many, offering a convenient way to consume content on the go or at home. However, the rise of “vodcasts” – video podcasts – is transforming the medium. According to the interactive advertising bureau Austria (IAB Austria), video formats on platforms like Spotify are growing nine times faster than pure audio podcasts.
Lars Peters, Podcast Lead at Spotify for Germany and Spain, highlighted the potential of podcast advertising. With over 150 million people using Spotify for podcasts, a 15-fold growth since 2019, the medium offers unparalleled advertising strength. Factors such as high attention, low ad reaction, and auditory intimacy contribute to its effectiveness.
The Role of Vodcasts in Digital Marketing
Peters demonstrated the power of video content using the “Mixed Hack” podcast, which saw a 30% increase in engagement through video. Simple video formats like “Talking Head” recordings can significantly enhance reach and engagement.
A panel discussion featuring Eva Waldenberger (Weitzit), Zsolt Wilhelm (The Standard), Klaus Streller (IQ Digital), and Walter Fink (Sky) explored the implications of vodcasts. Waldenberger emphasized the potential of multi-channel approaches, while Wilhelm noted that not all formats benefit equally from video. Streller and Fink highlighted the ability of video to open up new target groups and offer innovative communication strategies.
Future Trends and Expert Insights
The event underscored the importance of trust and credibility in podcasting, especially with the rise of artificial intelligence. As brands and media houses adapt to the boom in vodcasts, the future holds promise for more innovative and effective advertising strategies.
For more insights and impressions from the event, visit the IAB Austria gallery.
Stay tuned to archyde.com for the latest in digital marketing trends and expert analysis.
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