I want to start by prefacing that there is no playbook on how to purchase podcast ads. Everything you read in this blog post is based on our research and the many hang-ups we experienced along the way. Podcast advertising isn’t a cut-and-dried initiative, and it requires a lot of upfront labor. What makes this...
What is Podcast Advertising?
If you’ve ever listened to a podcast, you’ve likely heard the host stop to talk about a product or service at some point during the episode. They may endorse a brand or company, and sometimes even share personal experiences they have had with a particular product. This is podcast advertising, and it is among the most engaging and effective methods to tap into new audiences and build your brand.
Podcast advertising allows brands to reach over 90 million podcast listeners in multiple formats. Prerecorded ads play before, during and after the podcast, while others are live-read by the podcast hosts. Podcast ads costs range from $10-$25 CPM, making them competitive with traditional radio advertising.
Why is Podcast Advertising Important?
The origin of podcasting dates back to the early 2000s, and it has continued to grow in popularity ever since. Why? This entertainment medium creates an experience that requires a higher level of engagement than other types of media, and establishes a connection between the audience and the host.
As podcast listenership increases, so does the opportunity to share your brand with a loyal, engaged, and trustworthy audience. The ROI on podcast advertising is steadily increasing, because:
- Podcasts require listeners to be highly attentive to audio messaging
- They trust the host and the information they are providing
- The variety of podcast genres makes audience targeting easier
- You don’t need to work with major podcasts to get results
How to Get Started with Podcast Advertising
So you’re ready to jump into podcast advertising—but what do you do first? The best, and most important, place to start is by identifying your target audience. This will lay the groundwork for finding podcasts that will be the best fit for your brand or product, as well as what your ad will offer those targeted listeners.
Once you know who you are going to target, what your value proposition is, and which podcasts will reach your desired demographic, you’re ready to have a conversation with the podcast host or their production team about your options. The flow chart below provides an easy to follow roadmap for successful podcast advertising (get a printable version here).
Check out some additional resources below, including Kat Shereko’s recent presentation at the Seattle Interactive Conference to learn more about podcast advertising!
Podcast advertising is the new kid on the block—and he is popular. Although given how swift podcasts commandeered the entertainment market, this popularity is predictable. More than 90 million people listen to a podcast every month, a skyrocketing increase of 113% since 2014. Podcasts have higher user retention and engagement rates, too: 93 percent of...
Google has podcasts in search results! Neat! Google has yet another feature to push down the ten* blue links, encourage people to never click through to your website, and take credit for your content! Alright, that’s a little more cynical than I usually am but, I’m not wrong. *your number of blue links may vary...
Podcast advertising is among the most affordable, engaging and effective methods to tap into new audiences and build your brand. As of April 2019, the podcast industry includes more than 700,000 podcasts that have produced more than 29 million episodes, according to Podcast Insights. A majority of the U.S. population has listened to at least...
Podcasts are growing in popularity. According to Edison Research, the podcast audience has grown to 90 million listeners a month, up 113% since 2014. An increase in listenership in this medium means you have a chance to spend advertising dollars, reaching new and current audiences in different ways. But just because you can, doesn’t mean...
With podcast advertising, marketers aren’t given the hard and fast metrics to measure success we’ve come to expect. There is no clear way of knowing which podcasts will yield the best results. And, we can’t track response. We’re asking listeners to engage with our brand outside of the traditional digital landscape. We have to measure...