The Unskippable Ad: Why Podcasting is Winning the Trust Game

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Let's be honest, the old rules of media are out the window. For years, we chased reach and frequency, hoping that if we just showed our ad enough times, the message would stick. But today, people don't gather around channels; they gather around passions. They're building communities, and in this new world, brands have to earn their way in. 

So, how do you do that? 

The answer might just be in your headphones. At the latest WPP Media Client Series webinar, "Podcast Pulse," experts from Acast and top podcast creators revealed a key insight. They found that podcasting has a secret sauce other platforms can't replicate: deep, authentic trust. 

It’s Not About Reach, It’s About Resonance 

In today's noisy world, getting someone's attention is hard. Keeping it is even harder. But what if you could do both? Acast CEO Greg Glenday puts it perfectly with a simple formula: Attention + Trust = Action. 

This is where podcasting shines. Listeners actively choose their shows. They press play on purpose. This isn't background noise; it's a deliberate choice to spend time with a voice they trust. One in two listeners even say their favorite show is a highlight of their day. That’s not just an impression; that’s a relationship. 

The Credibility Factor: Why Podcasters Aren't 'Influencers' 

Here’s a wild stat for you: 75% of listeners don’t even think of podcasters as 'influencers'. Yet, a whopping 84% say a podcaster has changed their mind about something. 

What’s going on here? 

Jake Humphrey, host of the High Performance Podcast, nailed it: the trust comes from passion. "The reason for the trust is because people get involved in podcasts because they passionately love the thing that they're talking about," he explained. You don't start a podcast to get rich overnight; you start it because you're obsessed with a topic. That genuine enthusiasm is impossible to fake, and audiences feel it. It’s credibility, not clout. 

How Brands Can Authentically Join the Conversation 

To tap into this ecosystem without breaking the trust that makes it so valuable, brands must adopt a more integrated and thoughtful approach. The creators on the panel offered a clear playbook. 

1. Don't Just Interrupt, Integrate. Instead of a jarring ad break, weave the product into the story. Nicole of Fantasy Fangirls calls it the "double whammy of love." When discussing a book where the characters are stressed, it’s the perfect time to naturally mention a therapy sponsor. 

2. Make Your Ad Feel Like Exclusive Content. Listeners of Fantasy Fangirls don't skip the ads because they might miss out on personal stories or inside jokes. The ad becomes a moment of deeper connection, giving listeners another reason to lean in. 

3. Know Your Values (and Theirs). Partnering with the wrong brand can shatter the trust you've spent years building. Jake Humphrey put it bluntly when talking about the risks involved. 

4. Think Bigger Than a 30-Second Spot. The most exciting opportunities are collaborative. Brands should think beyond a simple ad read and consider co-creating unique experiences, like live events or branded content series. 

Why This Matters More Than Ever 

In a world increasingly filled with AI-generated content, that authentic human connection is the ultimate premium. You can't create a synthetic version of your favorite host; the relationship is the whole point. 

Podcasting offers a space where brands can be part of a conversation that is intimate, trusted, and culturally relevant. It’s the closest we’ve ever gotten to word-of-mouth at scale. And as the world gets louder, the voices people truly trust will only become more powerful. 

Learn more about Acast’s Podcast Pulse research.