According to research conducted by Podcast Insights, there are currently over 2 million active podcasts.
Podcast advertising is an increasingly popular method of marketing your company or brand through digital audio platforms. These advertisements are typically strategically placed at the start, middle, or end of any podcast.
Why is Podcast Advertising Effective?
Advertising through podcasts is frequently more effective and customized than mass media advertisements such as television commercials because podcasts usually address niche topics that appeal to loyal and attentive listeners.
Even more, advertisements on podcasts have a strong subconscious effect on our minds; they leave a lasting impression on our memories, making them virtually unforgettable. When you’re considering purchasing a product or service, the advertisements you heard on podcasts will pop into your mind faster than ones you might have scrolled past on Facebook or Twitter.
According to NeuroLab research, podcast advertising creates greater memory encoding than social media ads on average.
So, how do you create an advertisement that will be engraved in podcast listeners’ minds? Look no further.
Creating a Memorable Podcast Advertisement
Choose a Relevant Podcast
Choose a Relevant Podcast
Place your ads on a podcast that caters to the people who are most likely to buy or utilize your product or service. Advertisements that are relevant to the listener are more likely to be engaged with. You can more effectively screen your possible target audience and provide them with meaningful content by choosing a podcast that is related to your business.
A podcast on animals, for example, could help you reach your target audience if you sell pet food. Similarly, if you provide mental health support, consider advertising on a podcast geared towards mental wellness and healthy lifestyles.
Use Host-read Ads
Podcast advertising read out by the host or hosts feel more natural because they are extensions of the show. Because there is less of a gap in the audio flow, listeners are more inclined to listen to the ad the entire time. So it is best to use the host to the fullest extent possible. Keep in mind that hosts are accustomed to communicating directly with their guests, thus allowing your ad to come off as authentic as possible. Allowing them to improvise or put their own twist on the ad can also be highly effective.
Remember that while many of your audience members may not have heard of your company, they are fans of the podcast and have faith in the host. Therefore, they are unlikely to be upset by a host’s use of advertisements. Allowing the host to assist with the creative content for your podcast ad will help it blend more seamlessly into the overall podcast, allowing you to build trust with your listeners.
Inform or Entertain Listeners
Advertisements that create an amusing or instructive environment for podcast listeners will always be welcomed. People listen to podcasts to be entertained and educated, so when your adverts fulfill the same goal as the podcast’s existing structure, they blend in better and improve listener appreciation. For optimum effect, try to match the tone of your ad to the tone of the podcast.
Optimizing your podcast advertisements will help you generate more successful ads that will ultimately reach more listeners. This plan can help you get a higher return on your advertising dollars and expand your reach and business.
Turn to Competition for Inspiration
A competitive study, like any new marketing or advertising technique, can help you find what similar companies are doing as well as opportunities to move ahead of them.
If you have a direct competitor who has advertised on various podcasts, consider if those shows would be a good fit for your ad strategy. Similarly, if there are non-competing brands in your industry that advertise on podcasts, attempt to find out which shows they advertise.
You can either contact these podcast producers or their networks from there, or you can look for podcasts that have a comparable level of success and cover similar topics. While you shouldn’t copy exactly what your competition is doing, a competitive analysis might help you build an ad campaign or promotional content that outperforms similar brands.
There is huge potential in the podcast advertisement realm that is only growing. Our team of fully integrated digital experts can help with all things audio advertising no matter where you are in your advertising journey. Contact us today.