[APAC-ME webinar] Skip happens: The podcast consumption & ad reality check

Podcast advertising is now a regular part of many brand media plans, but measuring its impact can be difficult when listeners can skip, multitask, or tune out. So, how do audiences really respond when podcast ads appear?

YouGov experts have surveyed the world’s podcast consumers and have the answers that podcast advertisers are looking for.

On 24th June 11 am GST/3 pm SGT, YouGov’s Zafar Shah, Deeksha Raina, and Chi Wei Teo will explore what podcast listeners really think about advertising, how they respond when ads play, and what those reactions mean for brands investing in the channel. The markets covered in this webinar are Singapore, India, Indonesia, UAE, Hong Kong.

In the webinar, we uncover:

• How podcast listeners respond when ads play during a show
• From skips to checkouts, the actions most commonly taken by listeners after hearing or seeing a podcast ad
• How trustworthy each type of podcast advertisements is, including host-read ads, sponsorship mentions, and pre-recorded brand ads
• How audio and video podcast consumers compare around the world
• Whether or not APAC consumers are embracing the pivot to video
• Which podcast genres and listening occasions are best suited for video or audio

Don’t miss out on insights into the impact of podcast advertising.

Meet the speakers

Zafar Shah, Account Director , YouGov MENA

Zafar leads the research division at YouGov MENA. He oversees and manages a wide range of quantitative studies and marketing advisory services such as brand tracking, consumer usage & behavior, campaign evaluation, concept testing, tourism & visitor research, CSAT, pricing and public opinion tracking in addition to others. He has 18 years’ international experience in North America, South Asia and the Middle East of which 12+ years have been in the UAE. In addition to YouGov, his experience in the region includes working as a market insights manager with a major UAE conglomerate. Prior to working in the UAE, Zafar worked at a large research consultancy firm in India where he led a number of quantitative projects across various industries. Zafar holds an MBA with distinction from the University of Strathclyde, UK and completed his bachelor’s degree from the University of Windsor, Canada.

Deeksha Raina, Head of Field Marketing, YouGov APAC & MENA

Deeksha Raina is the Head of Marketing for APAC and MENA at YouGov, where she leads regional marketing strategy, thought leadership, and brand growth initiatives across diverse markets. With 11+ years of experience in marketing spanning B2B strategy, digital growth, and insight-led storytelling, she focuses on bringing consumer research and public opinion data into meaningful industry conversations. Over the years, she has led multi-market campaigns, webinars, reports, and content initiatives across sectors including media, technology, retail, and finance, helping strengthen YouGov’s presence across the region.

Chi Wei Teo, General Manager, YouGov Singapore

Chi Wei is the General Manager of YouGov Singapore since 2023. As GM for Singapore, Chi Wei oversees the client services and business development teams, while developing and executing on growth strategies for the business. Aside from her General Manager role,

Chi Wei is an experienced branding and comms consultant and researcher who has worked with a diverse pool of clients ranging from large MNCs to Government bodies. Her experience also takes her across different types of research work, including large scale multi-country brand tracking studies.

YouGov

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