PODCAST ADVERTISING

464.7 million people currently listen to podcasts globally and that figure is forecast to be over 500 million in 2024, and there are over 5 million podcasts recorded in English, with over 70 million episodes between them.

Podcast advertising reaches these huge engaged audiences and offers an opportunity for advertisers to connect with their consumers in a meaningful way.

audioadpro can serve your audio ads on these platforms and many more...

BENEFITS OF Podcast Advertising

1: Targeted Audiences

As you can imagine with over 5 million different podcasts available, the sheer variety of different topics covered is enormous from sport, news and entertainment to education, hobbies and special interests. Podcast advertising enables advertisers to accurately target highly engaged specific audiences cost effectively.

2: High Engagement

Podcast listeners have a strong connection to the hosts and content of their favourite shows, this relationship creates a sense of trust and familiarity which podcast advertisers can leverage.
A study by NeuroLab - Your Brain on Podcasts, found that Podcast Advertising has a competitive advantage for Trust and Attention over other media channels.

3: Personal

Advertising on Podcasts offers advertisers the opportunity to have multiple one on one conversations with consumers at scale. The MIDAS Summer 2022 research from Rajar states that 93% of the UK audience listen to Podcasts alone and 73% listen via a Mobile Phone using headphones.

4: Great Company

Podcasts provide great company for UK listeners with 85% of people listening whilst doing something else [33% working/studying, 22% driving/travelling, 10% exercising/hobbies, 10% household chores, 10% other] according to research in the MIDAS Summer 2022 survey. Podcast Advertising enjoys that same privileged space.

different Types of Podcast Advertising

There are several different types of podcast ads that advertisers can choose from. Each type has its own benefits and may be better suited for certain goals and objectives.

different Types of Podcast Advertising

There are several different types of podcast ads that advertisers can choose from. Each type has its own benefits and may be better suited for certain goals and objectives.

1: Pre-roll Ads

Pre-roll ads are played at the beginning of a podcast episode before the content of the show begins. These ads are typically 15-30 seconds long and are similar to traditional radio ads. Pre-roll ads are a good choice for advertisers who want to reach a broad audience and create brand awareness.

2: Mid-roll Ads

Mid-roll ads are played in the middle of a podcast episode, typically after the first 10-15 minutes of the show. These ads are longer than pre-roll ads, typically running 60-90 seconds. Mid-roll ads are a good choice for advertisers who want to provide more detailed information about their product or service.

3: Post-roll Ads

Post-roll ads are played at the end of a podcast episode, after the content of the show has ended. These ads are typically shorter than pre-roll or mid-roll ads and are a good choice for advertisers who want to reinforce their message and provide a clear call to action.

4: Native Ads

Native ads are ads that are seamlessly integrated into the content of a podcast episode. These ads are typically read by the host of the show and are similar in tone and style to the rest of the show’s content. Native ads are a good choice for advertisers who want to create a sense of authenticity and credibility with their target audience.

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Top 4 Tips for Effective Podcast Advertising

Podcast advertising is a very effective way for brands to reach their target audience[s]. Here are our top 4 best practice tips.

1. Choose the right podcast audience.

One of podcast advertisings biggest strengths is the ability to accurately target your consumers at scale. Understanding who your customers are and what interests/lifestyle they have enables you to match with podcast topics [known as verticals] that serve those consumers.

2. Create an engaging podcast ad.

Spending hard earned ad budget to reach target consumers is too often undermined by lazy, uninspiring commercials. Remember, WHAT you say is arguably more important than where you say it and how many times you say it.

3. Call To Attribution.

Many ad campaigns will recommend a strong call to action, our best practice advice is to ensure you can track the performance of your advertising. Use of a Voice Skill to continue the conversation with the listener, after the ad has been served, provides the ultimate attribution and measurement opportunity for advertisers.

4. It’s not radio.

Podcasts are consumed differently to radio, it’s a more personal experience and therefore don’t treat all audio the same. Think of the context and environment your ad is being served in, using one audio ad across all different publishers/platforms/channels etc will dilute the effectiveness of your campaign. Use podcast specific ads.

Overall, podcast advertising can be a great way to reach your target audience. By following these best practices, you can create effective and engaging ads that resonate with the audience.

DIGITAL RADIO ADVERTISING.

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MUSIC STREAMING ADVERTISING.

There are 39 million monthly active users of music streaming services in the UK with over 138 billion streaming sessions in 2021, 80% [31.2 million] of this audience is served by platforms that carry advertising...

PODCAST ADVERTISING.

There are 464.7 million people currently listen to podcasts globally and that figure is forecast to be over 500 million in 2024, with over 5 million podcasts and a massive 70 million episodes between them...

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