Podcasts are a growing form of media, and listeners are increasing in both numbers and engagement. Podcast ads can be a great way to market your business and can target an essential audience that might not be a part of your typical customers.
The Benefits of Versatility
One great thing about podcasts is that they are easily accessible. No matter what a person is doing, whether that’s driving, flying, cleaning, or working, they are able to tune in. According to WhyPodcasts.org, over half of podcast listeners use their smartphones.
Podcasts are also available on many platforms, such as social media sites or podcast applications. Facebook and Instagram are very popular locations and include a wide variety of listeners.
Audience & Engagement
The audience of podcasts is quite broad, including both men and women of all ages. This makes it easy for you to advertise to multiple kinds of people. You’re bound to find interested customers, as 62 million people are listening weekly according to MarketingLand.com. If you don’t quite have a specific audience, podcast advertisements are a great place to start.
Another great thing about this audience is that they are very engaged when listening, which means they will pay more attention to your advertisement. WhyPodcasts.org states that roughly 61% of people make a purchase from a podcast ad. This is a drastic change from TV commercial advertising, since over half of watchers don’t pay attention to commercials, and of the ones that do, very few actually make a purchase.
Finding a Fit for Your Business
The best way to find a podcast that’s right for your advertisements is to listen to popular podcasts and the type of ads that are already being used. From there, you can decide what you like and what you don’t and choose the best fit for your business. For example, if your goal is to target women, you can search and listen to podcasts that have a high rate of female listeners with advertisements that somewhat relate to what you’re trying to promote.
There are many ways to place an ad in a podcast, but sometimes it’s up to the producers themselves. They might choose to use a ‘baked-in’ advertisement, meaning they talk about the product or service live during the show. There are also dynamically-inserted ads which are via an ad server. These types of advertisements are great for targeting a specific audience.
There are so many options when it comes to podcast advertising, and it’s important to jump in while the popularity is booming. For more insights on this topic, check out the blog on Atwill Media!