An Analysis on Podcast Advertisements: The Sample of Erciyes University Communication Faculty Students

Nilay Akgün Akan

Makale detayları

An Analysis on Podcast Advertisements: The Sample of Erciyes University Communication Faculty Students

Yazarlar:

Nilay Akgün Akan

Yayıncı:

Akdeniz University

Ana Başlıklar:

Dijital Reklamcılık

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 47, pp.22-39

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001325506

pISSN:

2619-9718

Anahtar kelimeler:

Özet:

 Having appealed to niche audiences for many years, podcast publishing has now been embraced by large audiences. While podcast listeners are increasing day by day in Turkey, advertising investments in digital audio advertising have grown by 457 compared to the previous year. A significant part of this increase consists of podcast ads. Therefore, the engaging and relational nature of podcast listening creates a special media environment for advertisers. In addition, the fact that advertisers are aware of this strong connection that voice establishes with consumers makes it important to study the advertisements employed in this field. This study aims to determine its position among young people who can work in this field in the future and aim to probe into the sector. The research was conducted through a focus group interview and the data were analyzed within the scope of qualitative research. The results showed that the participants liked informative and entertaining genres, preferred podcasts shorter than half an hour, and mainly used Spotify. When we look at podcast advertisements, it is understood that they agree that advertising is important and that they prefer advertisements that are compatible with the content, especially in the middle of the program where attention is in its prime.

 Having appealed to niche audiences for many years, podcast publishing has now been embraced by large audiences. While podcast listeners are increasing day by day in Turkey, advertising investments in digital audio advertising have grown by 457 compared to the previous year. A significant part of this increase consists of podcast ads. Therefore, the engaging and relational nature of podcast listening creates a special media environment for advertisers. In addition, the fact that advertisers are aware of this strong connection that voice establishes with consumers makes it important to study the advertisements employed in this field. This study aims to determine its position among young people who can work in this field in the future and aim to probe into the sector. The research was conducted through a focus group interview and the data were analyzed within the scope of qualitative research. The results showed that the participants liked informative and entertaining genres, preferred podcasts shorter than half an hour, and mainly used Spotify. When we look at podcast advertisements, it is understood that they agree that advertising is important and that they prefer advertisements that are compatible with the content, especially in the middle of the program where attention is in its prime.

 Having appealed to niche audiences for many years, podcast publishing has now been embraced by large audiences. While podcast listeners are increasing day by day in Turkey, advertising investments in digital audio advertising have grown by 457 compared to the previous year. A significant part of this increase consists of podcast ads. Therefore, the engaging and relational nature of podcast listening creates a special media environment for advertisers. In addition, the fact that advertisers are aware of this strong connection that voice establishes with consumers makes it important to study the advertisements employed in this field. This study aims to determine its position among young people who can work in this field in the future and aim to probe into the sector. The research was conducted through a focus group interview and the data were analyzed within the scope of qualitative research. The results showed that the participants liked informative and entertaining genres, preferred podcasts shorter than half an hour, and mainly used Spotify. When we look at podcast advertisements, it is understood that they agree that advertising is important and that they prefer advertisements that are compatible with the content, especially in the middle of the program where attention is in its prime.

 Uzun yıllar niş kitlelere hitap ettikten sonra podcast yayıncılığı artık geniş kitleler tarafından dinlenmektedir. Türkiyede de podcast dinleyicisi her geçen gün artarken, dijital ses reklamcılığına yapılan reklam yatırımları, bir önceki yıla göre, 457 büyümüştür. Bu artışın önemli bir kısmını ise podcast reklamları oluşturmaktadır. Dolayısıyla, podcast dinlemenin ilgi çekici ve ilişkisel doğası, reklamverenler için özel bir medya ortamı yaratmaktadır. Ayrıca reklamverenin,sesin tüketiciler ile kurduğu bu güçlü bağlantının farkında olması, bu alanda verilen reklamları incelenmesini önemli kılmaktadır. Bu çalışmada, ileride alanda çalışabilecek ve sektöre girmeyi hedefleyen gençler arasındaki konumunun belirlenmesini amaçlamaktadır. Araştırma, odak grup görüşmesi ile yürütülmüştür ve veriler nitel araştırma kapsamında analiz edilmiştir. Elde edilen sonuçlar; katılımcıların bilgilendirici ve eğlendirici türleri beğendiğini, yarım saatten daha kısa olan podcastlerin daha fazla tercih edildiğini ve ağırlıklı olarak Spotify kullandıklarını göstermiştir. Podcast reklamlarına bakıldığında ise, katılımcıların reklam vermenin önemli olduğu noktasında hemfikir olduğu ve özellikle dikkatin yoğunlaştığı anda programın ortasında ve içerikle uyumlu verilen reklamları tercih ettikleri anlaşılmaktadır.

Makale detayları

An Analysis on Podcast Advertisements: The Sample of Erciyes University Communication Faculty Students

Yazarlar:

Nilay Akgün Akan

Yayıncı:

Akdeniz University

Ana Başlıklar:

Dijital Reklamcılık

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 47, pp.22-39

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001325506

pISSN:

2619-9718

Podcast

Podcast Advertising

Digital AdvertisingPodcast

Podcast Reklamcılığı

Dijital Reklamcılık

Sayı

Makale detayları

An Analysis on Podcast Advertisements: The Sample of Erciyes University Communication Faculty Students

Yazarlar: Nilay Akgün Akan

Yayıncı: Akdeniz University

Ana Başlıklar: Dijital Reklamcılık

Dergi: Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 47, pp.22-39

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001325506

pISSN: 2619-9718

Podcast

Podcast Advertising

Digital AdvertisingPodcast

Podcast Reklamcılığı

Dijital Reklamcılık

Sayı

Yazarlar:

Nilay Akgün Akan

Yayıncı:

Akdeniz University

Ana Başlıklar:

Dijital Reklamcılık

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 47, pp.22-39

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001325506

pISSN:

2619-9718