May 20, 2020

5 min read

Opinions expressed by Entrepreneur contributors are their own.

With at least 150 million monthly listeners in the U.S. alone, it’s no surprise that everyone from global brands to small businesses are turning to podcasts as their next key advertising investment.

After all, podcast ads are, for the most part, native — and can quickly turn an inbound trickle into a whole stream of new . Indeed, podcast advertisements are seamlessly integrated into the natural flow of a show. Combine that with extremely engaged listeners and a personal touch added by the host, and voilà! You’ve got an excellent recipe for a highly effective advertising campaign on your hands. 

So, what could be better?

Related: Want to Advertise Your Business on Podcasts? Here’s How to Get Started.

Say hello to programmatic podcast advertising

When compared to a run-of-the-mill native podcast ad, the

Non-life insurers reported an over 10 per cent decline in premiums earned, for the second consecutive month. This was on the back of the disruption due to the lockdown.

In April, non-life insurers saw premium collection fall 10.6 per cent to Rs 14,206 crore, from Rs 15,891 crore in the same period last year. This includes private sector, state-owned, specialised, and stand-alone health insurers.

While private sector players recorded a steeper decline of 16.18 per cent in monthly premium collection, their public sector counterparts posted a 5.68 per cent fall. In absolute numbers, private ones earned Rs 6,722 crore in premiums in April, while public sector ones recorded Rs 6,559 crore. Private insurers reported a market share of 50.74 per cent, while the four state-owned insurers comprised 44 per cent of the non-life market.

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With the Covid crisis continuing to wreak havoc in the market, its short-term impact in the coming 6–12 months is likely to be quite a dampener for the recovery of the real estate sector, forcing the players to contract operations, revisit planned developments, expansions, and investments. In the medium term, the recovery process will see rapid traction, bringing new opportunities while long-term outlook in the coming 18–24 months may likely emerge positive.

A look at the impact of Covid-19 on the sector:

The brokerage houses are bracing for pressure on distribution income amid a slowdown in equity scheme flows, along with declining asset values triggered by a correction in

“Distribution of equity and equity linked products accounts for a significant part of the distribution income. The correction in asset prices will have an impact on this income stream,” said Jimeet Modi, chief executive officer of Samco Securities.

“Due to the lockdown, it has been difficult to make fresh sales of MF products. We are also seeing a slowdown in equity scheme flows. Brokerage incomes have so far been steady, helping to mitigate the impact,” said chief executive officer of another broking house, requesting anonymity.

In April — which was the first full month post-lockdown — equity flows were down 47 per cent down to Rs 6,212 crore, reflecting the impact of lockdown and the pandemic.