Is Podcast Advertising Good for Your Brand?

The percentage of Americans listening to podcasts has almost doubled in the past nine years and is expected to continue to grow in the near future. And as interest in podcasting has grown dramatically, more and more advertisers are taking advantage of this trend to promote their products and services.

According to the podcasting audit study

Advertisers are expected to spend $ 500 million on podcast ads by 2021, a trend that has occurred in the past after significant growth in the industry.

How can advertisers use podcasting to achieve the highest possible ROI? There are two key elements to success:

  • Create an engaging podcast that supports your brand
  • Develop a low-cost marketing strategy to build an audience

Making a famous podcast is not easy, but it can be even more difficult to find ways to promote it. Fortunately, there are several ways to get the message across. Here’s what you need to know about podcast ads and how to market them.

Why podcasts are growing

There is a big reason why brands pay more for podcast ads: it works, especially since traditional advertising media has become less effective in recent years.

See the traditional banner ad. The average clickthrough rate for image ads is 0.06%. This number is not accurate, of course, because different ad sizes and placements can change the number significantly, but even the most optimized banner ad is unlikely to receive more than one click per 300 impressions. The phenomenon of banner blindness came about when Internet visitors became suspicious of banner ads and ignored them.

The data shows that podcasting is well above traditional display advertising.

So why is podcast advertising a more effective way for brands to get attention? To start, it offers several unique benefits:

  • Podcasts are often very attractive for delivering messages. Because of the podcast’s soundtrack, listeners tend to stick to every word, making it an excellent audience for advertisers looking to promote their brand. You don’t have to worry about removing your ad, as with many other media.
  • People listen to podcasts. And because they trust the hosts of their favorite podcasts, they are much more open to the brands that these hosts want to support.

Podcasting is a great way to promote your brand and your products, but many things can also go wrong if you don’t know what you are doing. Specifically, there are three main steps to a successful podcast ad campaign, which all brands should be aware of:

  • Find (or create) podcasts that appeal to your target audience
  • Understand the nature of the target audience
  • Ad customization to achieve brand conversion goals

Brands that understand these practices are more likely to find that their podcast ads outperform those of other media.

Industry-standard for podcast sponsorship

There are two types of podcast ads: 1) pre-roll of 15-second and 2) mid-roll of 60-second.

Think of the podcasts you hear regularly. Typically, the podcast host will talk about its sponsors in one of two places on the podcast: at the beginning or in the middle of the podcast.

Advertisements generally last about 15 seconds and are placed before the “meat” of the program’s content. Before the host actually examines the content of the podcast, it will talk about the advertiser’s product or service.

Mid-roll ads are placed in the middle of the program, usually after the listener has heard about 40-70% of the program’s content. Halfway through, the guest talks about the advertiser’s content.

Some podcast hosts also provide advertisements at the end of the program. They usually work well, as this is the last announcement that listeners will hear before the program ends. This is a final call to action in a way that will help generate more results for advertisers.

Understand your audience

If you are involved in any form of marketing, you should already have a complete understanding of the demographic data that your brand is aiming for. That said, you may not fully understand why customers you know closely watch a podcast, and you should align your efforts with their expectations before adapting your podcast ad to their needs.

To get a sense of how to better understand your audience, it is useful to see the success of advertisers in the preliminary podcast. In the early years of this medium, most of the people who listened were web developers and technology entrepreneurs. The most successful podcast advertising companies target this audience and know how to tailor their message to their specific needs.

Make your podcast epic

You can have the best podcast in the world, but it doesn’t mean you don’t take the time to promote it. Promoting a podcast takes time, but it is worth the investment because you have built a loyal audience that will help you grow your business to a level never before imagined.