Thinking about advertising on podcast? Well, guess what that’s not a bad idea at all. As it is now the number of Americans who listen to podcasts has more than doubled over the last ten years, according to Statista, with no signs of slowing down. The fact is that where there’s an audience there’s advertising.
It’s no secret that podcasts are becoming one of the most popular channels for consumers to get information. Unfortunately, it’s not always easy for advertisers to know where to focus their budget in order to capture (and keep) the attention of the right buyers.
Podcast network ads are measurable with accurate metrics. Every download is tracked in our metrics and third-party verification re-confirms that your spots were heard.
Advertising on Podcast
With the success rate of podcasts, advertising on podcasts has now become more appealing to a lot of marketers. Podcasts have been around for over a decade, but it’s only within the last few years that the format has begun to capture the attention of the general public.
Shows like Serial and This American Life have garnered over 50,000 reviews on Apple Podcasts. The Joe Rogan Experience has more than twice that amount on just one streaming platform. The industry’s surge in popularity hasn’t escaped the attention of advertisers looking to capitalize on the format’s momentum, either.
With the rapid influx of revenue and investment, brands are assessing the viability of podcast advertising as a vehicle for their messaging who wouldn’t opt for the option of advertising on podcasts these days.
Why is Podcast Advertising Effective?
One of the advantages of podcasts is their ability to produce highly tailored content and attract a highly engaged audience. This heightened engagement leads to more opportunities for targeted, host-read ads that genuinely resonate with the listeners.
These ads tend to generate two to three times the engagement of traditional radio advertising. Get more details on why podcast advertising is effective here.
5 Tips for Effective Campaigns
Advertising on podcasts may be a great way to acquire customers, but that doesn’t mean it’s easy to create an effective campaign. To get the most out of your marketing budget, consider these tips:
- Midway is the best way; Schedule your ad to play during the mid-roll slot when possible. At that time, people are listening closely. This could reduce the risk of listeners’ fast-forwarding past your ad.
- Find your fit; because podcasts serve an immense spectrum of interests and audiences, you should identify shows that perfectly sync with your brand, products, and services.
- Test ad performance over time; running a single ad on a podcast likely won’t reveal if the show is an effective advertising option. For a more accurate view of performance, consider advertising on eight consecutive episodes to reinforce your call to action over time. Then, review the performance after your campaign concludes.
- Use offer codes and metrics tools; as we reviewed earlier, use promo codes and other tools to learn if listeners acted on your podcast advertising. For brand campaigns, monitor social channels for a bump in mentions, likes, and shares.
- Trust and tap into a host’s appeal; letting a host deliver your ad allows listeners to hear your offer from a personality they like and trust. As a result, warm feelings evoked by a host may carry forward to your brand.
The number of Americans who listen to podcasts has more than doubled over the last ten years, according to Statista, with no signs of slowing down. Don’t be left out get on the trend and try advertising on a podcast. You can get more details here.
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