Podcast hosting providers have specifically catered for brand safety by enabling advertisers and their agencies with the capability of including or excluding channels, providers, and specific episodes.

77% of podcast listeners don’t skip through ads. Visibility. Ross Sergeant, IonoFM

As with generic radio, podcasting allows for generic advertising and sponsored content. Whilst ‘banked-in’ ad content (permanently integrated in the audio file) is an option, what digital audio offers above analogue is undoubtedly the ability to dynamically insert content. Ross Sergeant, IonoFM

Streaming radio and podcast listenership has grown by a massive 300% from Jan 2017 to March 2018, according to iono.fm, which hosts the lion’s share of podcasts serving listeners in South Africa.