Why You Need to Invest in Podcast Advertisements
Why should you care about podcast advertisements? Because there are an estimated 383.7 million podcast listeners in the world, as of June 2022.
This is a staggering number when you consider that, not only are millions of people listening to podcasts every single day, but that podcast advertising has seen a drastic increase in ad revenue up to a whopping 72%!
If you have an American audience, then podcast advertisements reach approximately 68 million users every day. So, you need to jump on this quickly expanding marketing channel and see how podcast ads can give your business a boost!
What makes podcast advertising effective?
One of the obvious hallmarks of podcasting is how customized the content can be to the target audience. From user-generated content to interactive live recording to hitting topics and subjects your audience wants to hear, there is so much room in podcasting to fine-tune the content to the audience.
This means the opportunity for targeted, host-read advertisements that genuinely connect with listeners increases as a result of increased engagement with listeners. When you compare this to conventional radio advertising, podcast advertisements frequently create two to three times the engagement and interactions.
In fact, according to a 2019 study about podcast advertisements, roughly 78% of listeners don’t actually mind the podcast ads when they come from someone who they feel is trustworthy and who they have built a relationship with via listening to the podcast.
With all of this in mind, podcast advertisements just seem like a no-brainer if you are looking into audio advertising. The only question is: how do I get started!?
How do I get started with podcast advertisements?
First, you need to: find the right podcasts to start pitching your ads to! The ads need to be a good fit for their target audience and the target audience needs to be a good fit for your brand.
Do some research, think about your favorite podcasts that might be a good fit, find out what podcasts your clients are listening to, ask your employees and contractors about some of their favorite podcasts!
Then, 1) reach out to individual podcasts directly, 2) work with a podcast ad network to make the right match, or 3) start a campaign with a full-service agency that does it all for you.
Next, you need to decide how much you want to spend per podcast advertisement and what style of podcast ad you want. You can have host-read ads where the host reads or improvs based on a script you provide. Another option is to create your own audio advertisements and then use an AI tool to insert your podcast ads at the right time.
Which means you also need to choose when you want your ad to be played. Typically, ads can be played pre-roll or mid-roll. This means they are played at the beginning or the middle of the podcast.
Once you have those items hashed out, it’s as simple as writing up the ads and sending them out to your podcaster. Then, just let those podcast advertisements work their magic!
There’s more to it…
…but this will help you at least get started!
There are a lot of great guides on how to do exactly this, and they know way more than I do.
BUT…
…if you find yourself needing help with the content you want for the ads, like a written script or ad copy, then don’t hesitate to reach out directly or fill out a contact form.
I’m excited to hear your podcast advertisements when I have my earbuds in next!
Friend, as always, I appreciate you!
