International Research Journal of Education and Technology

In the ever-evolving landscape of digital marketing, businesses are constantly seeking innovative ways to engage their target audiences. One such medium that has gained significant traction in recent years is podcasting. Podcasts have transformed from niche entertainment platforms into mainstream sources of information, storytelling, and education. As the popularity of podcasts continues to rise, marketers are increasingly recognizing their potential as an effective advertising channel. Unlike traditional advertising mediums such as television, radio, and print, podcast advertising offers a unique and highly engaging way for brands to connect with consumers. This study aims to analyse the impact of podcast advertising on brand awareness by exploring various aspects such as audience engagement, brand recall, and consumer perception.