In 2019, direct response advertising accounted for 54 percent of the total podcast advertising revenue in the United States. On the other hand, only three percent of podcast advertising revenue was generated by branded content ads.
Distribution of podcast advertising revenue in the United States from 2016 to 2019, by campaign type
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IAB. (July 13, 2020). Distribution of podcast advertising revenue in the United States from 2016 to 2019, by campaign type [Graph]. In Statista. Retrieved April 16, 2021, from https://www.statista.com/statistics/1042901/share-podcast-ad-revenue-by-campaign-type-us/
IAB. "Distribution of podcast advertising revenue in the United States from 2016 to 2019, by campaign type." Chart. July 13, 2020. Statista. Accessed April 16, 2021. https://www.statista.com/statistics/1042901/share-podcast-ad-revenue-by-campaign-type-us/
IAB. (2020). Distribution of podcast advertising revenue in the United States from 2016 to 2019, by campaign type. Statista. Statista Inc.. Accessed: April 16, 2021. https://www.statista.com/statistics/1042901/share-podcast-ad-revenue-by-campaign-type-us/
IAB. "Distribution of Podcast Advertising Revenue in The United States from 2016 to 2019, by Campaign Type." Statista, Statista Inc., 13 Jul 2020, https://www.statista.com/statistics/1042901/share-podcast-ad-revenue-by-campaign-type-us/
IAB, Distribution of podcast advertising revenue in the United States from 2016 to 2019, by campaign type Statista, https://www.statista.com/statistics/1042901/share-podcast-ad-revenue-by-campaign-type-us/ (last visited April 16, 2021)