Are you thinking about using Podcasts as part of your advertising strategy?

There has been a huge growth in podcast listening over the last couple of years, whether it’s when exercising, travelling, cooking or just kicking back it’s a convenient, informative and entertaining way of listening to what you are interested in. 32% of people listen to podcasts monthly while 22% listen at least weekly (source: Edison Research). 67% of podcast listeners say that they perceive adverts on podcasts positively, trusting the adverts more than other types of advertising. (source: Statistics)

Podcast advertising allows brands to talk about their products gaining trust whilst listeners are consuming their favourite podcasts on their chosen trusted platform such as Spotify.

How does it work?

Adverts on podcasts can be delivered much like video-on-demand advertising. The audio is placed at the beginning, middle and end of a podcast episode, helping to establish a connection with the audience already engaged with their chosen podcast. 54% of people are more likely to buy from a company they have heard on a podcast advert (source:statistics)

What to consider?

1. Audience demographics – unlike TV advertising the audience won’t be as broad, podcasts offer the opportunity to advertise to the most active podcast audience –  1/3 of millennials regularly listen to podcasts (source EX-IQ), and are often seeking new information and are likely to afford to show interest in new products and have the disposable income to try them.

2. It’s all about alignment – Target podcasts that have audiences that will likely resonate with your advertising message. Podcasts can be niche and may offer great opportunities to connect with audiences by placing adverts in the right episodes to be more natural and related to the topic.

3. Utilise multiple podcasts – Advertise across a wider number of podcasts to ensure your message is being heard multiple times rather than investing in just advertising against one popular podcast with millions of listeners, this will ensure your message is heard more than once and will therefore increase the listener buy-in.

4. Advert type –  Ads can be delivered at the beginning, middle or end of a podcast or alternatively the podcast host can read the advert. Sponsorship is often available too for consistent messaging.

With so many podcasts available, and with so many listeners with buying potential, podcasts are a great addition to an advertising campaign, if you would like to learn more about how to advertise on a podcast that’s appropriate for your business please contact us.

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