In this episode of IAB Canada's Business of Digital Audio series, Laura Ferron and Karim Kanji speak with William Soraine, VP of Investment at GroupM Canada, to discuss the evolving role of podcast advertising. Soraine shares insights into the factors driving the popularity of podcasts, noting their ability to create an intimate, one-on-one connection with listeners. Podcasts offer brands a clutter-free environment to build brand awareness effectively, capitalizing on engaged audiences who choose specific content based on personal interests.

Soraine also discusses the cost-effectiveness of podcast advertising, which has become more efficient than other online channels like video and connected TV, largely due to its adaptability and relatively lower CPM rates. He notes that advancements in measurement and attribution, such as partnerships with platforms like ACAST, are helping brands better track the effectiveness of their podcast ad spend.