Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

8 reasons your podcast ads should be in your 2018 marketing plan

1,955 views

Published on

See our blog post on this topic at https://www.greenlanemarketing.com/blog/podcast-ads-2018-marketing-plan/.

Your audience is in more places than ever. Learn how Podcast marketing can help your overall marketing initiatives.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

8 reasons your podcast ads should be in your 2018 marketing plan

  1. 1. 8 Reasons Podcast Ads Should Be In Your 2018 Marketing Plan Ashley Morrison & Maddie Goodwin
  2. 2. The value of podcast ads ● Many brands are starting to see the value of podcast advertising and gaining brand recognition from it ○ SquareSpace ○ Blue Apron ○ Audible ○ And many others ● Podcast listeners are more likely to buy products they’ve heard advertised on podcasts ● But where’s the proof?
  3. 3. More than 67 million people listen to podcasts every month. 3
  4. 4. 1. More than 67 million people listen to podcasts every month. The number of consumers listening to podcasts is on a steady growth trajectory ● Up nearly 18% from 57 million in 2016 The number of diehard fans listening on a weekly basis jumped from about 35 million to 42 million
  5. 5. 1. More than 67 million people listen to podcasts every month. There are podcasts for just about everyone ● Top podcast lists are varied and diverse ○ Hosts range from nerd culture kings to past Bachelor contestants and NPR personalities
  6. 6. The “unreachables” are listening, too. Cord cutter Youtube Ad skipper Ad block enabler
  7. 7. 2. The “unreachables” are listening, too. People who aren’t paying for cable anymore are paying more for ad-free subscription services ● Spotify, Netflix, etc. ● They want to escape unwanted advertisements According to Sarah Van Mosel, chief podcast sales and strategy officer of Market Enginuity, 70% of podcast fans use ad blockers online ● They’re not seeing or hearing many traditional ads ● As you’ll see, podcast listeners actually listen to the ads
  8. 8. People actually listen to the ads (and the entire podcast). 8
  9. 9. 3. People actually listen to the ads (and the entire podcast). ● Podcast listeners are less likely to skip an ad read on the podcast ○ They don’t want to miss part of the show ● With the right host + product combo, host-read ads can feel like a natural part of the podcast episode ● Ads are typically read in the beginning, middle, and (sometimes) end of a podcast ○ 40% of people listen to entire podcasts and 45% listen to most of the podcast ↳ Gives you multiple opportunities to leave an impression!
  10. 10. It’s a platform for word-of- mouth marketing. We want real, relatable content. We want brands that represent qualities that align with ourselves and our beliefs. Brands need to infuse their Social content with relatable qualities to maximize the brand power. Chelsea Kryder, “Are Your Social Campaigns Infused with a Brand Persona?”
  11. 11. 4. It’s a platform for word-of-mouth marketing. Great podcast reads feel like a recommendation from a friend ● Large amounts of time invested in podcasts ⇢ Feelings of connection with hosts ● Listeners trust hosts and value their opinions ○ When ads are: ↳ Read by hosts ↳ Infused with Personality ➢ It feels like “genuine” word-of-mouth, not a sales pitch
  12. 12. 4. It’s a platform for word-of-mouth marketing. Relationships between hosts and brands play a big role ● When the hosts and brands are a perfect match, everything feels natural ○ Listeners are able to tell when something feels right or if it feels forced ● Chelsea said it best: ”We want real, relatable content” The podcasts you choose for your ads should: ● Be relevant to your audience ● Have hosts that mesh with your product or service
  13. 13. The target demographic research is precise. 13 If you want to target college educated women between 25- 44 who buy gluten-free products every month that get delivered to the home they own, you can.
  14. 14. 5. The target demographic research is precise. Podcast listeners take part in regular surveys. They realize they have a symbiotic relationship with podcast production and media companies ● Listeners tell these companies information about themselves so the companies can offer relevant brand ads ● They share information about: ○ The things they buy ○ Their interests ○ Their income ○ And much more
  15. 15. There are easy ways to pay and measure ROI.
  16. 16. 6. There are easy ways to pay and measure ROI. Podcast ads are typically purchased through advertising networks on a CPM (cost per thousand) basis ● Measured using guaranteed user downloads based on the number of subscribers a podcast has ● According to AdvertiseCast, the industry average rates for a podcast with 5,000+ listeners are: $15 for a 10-second ad (CPM) $18 for a 30-second ad (CPM) $25 for a 60-second ad (CPM)
  17. 17. 6. There are easy ways to pay and measure ROI. How can you tell if the ads are working? ● Unique checkout codes ● Vanity URLs offered in the ad ● A “How did you hear about us?” prompt at checkout Some of these options do have flaws: ● E.g., coupon codes being spread on sites like RetailMeNot
  18. 18. They offer an elevator pitch for your product. 18
  19. 19. 7. They offer an elevator pitch for your product. Podcasts are the perfect medium for companies who have a great product but need help selling the idea of it. Great for: ● Driving awareness for a product or service ● Proprietary products that need some explanation Ad spots should: ● Be kept short ● Be succinct and to-the-point ● Highlight your product’s best features
  20. 20. Over 80% of listeners can recall the brand.
  21. 21. 8. Over 80% of listeners can recall the brand. Midroll Media conducted a recall study of 11,123 podcast listeners and found that:
  22. 22. 8. Over 80% of listeners can recall the brand. Midroll also found that longer campaigns perform better than shorter ones ● Campaigns with ads on 5+ episodes of a podcast lead to 39% more listener recall than campaigns with one ad spot ● This means consumers are actually listening to the ads ○ They aren’t tuning out as they might with TV or radio ads
  23. 23. I’m interested...now what?
  24. 24. Decide if it’s right for your company Finances $10k is the recommended monthly spend. Does this line up with important metrics – customer acquisition costs, lifetime value, etc.? Audience Is your target audience there? Is there potential for a new audience here? Marketing Mix Will this be a game changer for your business, or just a supporting piece in your mix?
  25. 25. If it is a Fit... Start small. Try a few ads on several relevant podcasts to start, and branch out when you begin to see results. Test. Test ad messaging, different shows, the number of spots run on each show, etc. Tweak and refine as necessary to find your stride. Test against radio ads. If you or your client run radio ads, test them against podcast ads and compare. You may even begin to slowly replace the radio ads!
  26. 26. Resources ● Original Post: 8 Reasons Podcast Ads Should Be In Your 2018 Marketing Plan ● Want to reach those unreachable ad-blockers? Try podcast ads. ● Are Your Social Campaigns Infused With A Brand Persona? ● Midroll’s Recall Study ● The Infinite Dial 2017 by Edison Research

×