The number of podcast listeners in the US has almost doubled in the last nine years, a trend that is only likely to continue in the future. Due to a sharp increase in podcasts, many advertisers are using this trend to promote products and services. According to statistics provided by Apple, as of 2018 there were 525,000 active podcast shows with more than 18.5 million episodes in total.
Advertisers are expected to spend around $500 million on podcast advertising in 2020. But why are podcasts considered effective in achieving the best returns? Well, it’s because they offer several key benefits.
Potential Benefits of Podcast Advertising
Podcasts are an engaging medium if you wish to convey a targeted message. Due to their audio nature, listeners get maximum exposure to every word. This makes podcast listeners the perfect audience for advertisers who want to let everyone know about their brand. You don’t need to worry about your ad being skipped over or tuned out, as done on other mediums.
Podcasts also offer an effective medium since they are mobile compatible and the average person spends 69% of their media time on smartphones. So, podcasts can be an ideal medium for advertising, if done right.
Also, as people listen to podcasts, due to a connection and a feeling of trust with the host, any endorsement made by them sounds more genuine.
While podcasting is a great idea for product promotion, things can go wrong if you don’t follow some key steps, such as:
- Finding topics that will appeal to the target audience
- Assessing the nature of the audience before creating content, so that you can best engage them
- Designing the ad in such a way that it engages the target audience.
Types of Podcast Ads
There are two types of podcast ads placed within shows: the 15-second pre-roll and the 60-second mid-roll.
Pre-roll ads are placed before the show’s main content. Just before the host talks about the show and the topics to be covered in the podcast, they will provide information about the product or service.
Mid-roll ads are placed in the middle of the show, usually after 40% to 70% of the show is over. Sometimes end-of-show ads can also be used. These are also effective since it is the last thing that the listeners hear before the end of the podcast. In a way, it becomes a final call to action, which leads to better results for the brand.
Final thought—Research shows that 69% of the people agree that advertisement on podcasts increased their awareness of new products and services. This just proves the effectiveness of podcast ads in capturing the attention of the consumer. How’s that for music to your ears?