Effects of Ad Placement and Type on Consumer Responses to Podcast Ads

Eric A. Ritter · Chang-Hoan Cho

33 citations0/0 files storedCyberPsychology & Behavior

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Radio, Podcasts, and Digital Media Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

The purpose of this study was to understand the effects of podcast ad placement and podcast ad type on consumers' perceived intrusiveness, perceived irritation, attitude toward the ad, and ad avoidance. Our 2 x 2 (traditional ad vs. sponsorship by beginning vs. middle) experimental study found that sponsorships generated better consumer responses than did traditional ads and that podcast ads placed at the beginning of audio podcasts yielded better consumer responses than those placed in the middle. Implications for marketers and advertisers are discussed.

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2025Advances in Consumer Research 1981Psychological Reactance: A Theory of Freedom and Control 2002Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads 2004WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?2002Measuring the Intrusiveness of Advertisements: Scale Development and Validation 1997Predictors of Advertising Avoidance in Print and Broadcast Media 1998Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites 1985Causes of Irritation in Advertising

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2016A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media 2022Are Podcast Advertisements Effective? An Emerging Economy Perspective 2023Podcasting as Advertising Channel: Understanding the Context Effect

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