How Brands Can Make the Most of Podcast Advertising

microphone with headphones

By Justin Ohanessian, Director of SMB Marketing, SiriusXM-owned AudioGO

Brands are waking up to the power of podcasting to reach new customers and create more leads. The sheer quantity of frequent listeners is a major factor. According to Edison Research, one in every three persons in the United States listens to podcasts on a monthly basis and half of all Americans have listened to at least one.

And there’s no doubt that supply will be able to keep up with demand. The number of podcasts has continued to rise in recent years. In 2018, the podcasting universe included 500,000 active shows; just three years later, that number had increased to 850,000.

Another important factor is effectiveness—delivering a brand message to an engaged, committed audience. According to recent surveys, 41 percent of listeners trust commercials more when they hear them on a podcast and 81 percent say they’ve taken action as a result of hearing a podcast ad.

Since podcast marketing offers endless possibilities for business growth, Here’s how brands can make the most of podcast advertising to make the most of its huge potential:

Always Target Specific Demographics

Advertisers can target customers on podcasts based on their location, interests, the shows they listen to, age and podcast genre.

Businesses can target listeners by zip code and city when promoting any form of regional offer, such as a small local business, an event or a grand opening. You may then use retarget display advertisements to reach out to podcast listeners who have been exposed to the podcast campaign, increasing your reach and scale.

Podcasts are a great way to reach out to people of all ages and you can target them by genre. Adults aged 18 to 29 are most interested in comedy and music podcasts, while those aged 30 to 59 prefer TV/film, tech, comedy and music podcasts. Music, religion, technology and comedy appeal to listeners aged 60 and up.

Choose Podcast Genres That Are Relevant to Your Brand

Digital consumers today expect targeted ads that speak to their needs and interests. In today’s hyper-targeted advertising world, marketing an irrelevant service to someone who isn’t interested just looks sloppy — and may even annoy some listeners. This is why it’s critical to select podcast genres that correspond to your target audience.

By matching your ad to a relevant podcast genre, you’ll ensure that your audience is in the right frame of mind to hear your message.

Determine the Most Appropriate Length

The ideal length depends on the goals of your campaign. Podcast listeners respond to 15-second ad spots, which podcast listeners prefer over traditional 30- or 60-second audio ads. 15-second ad spots are also extremely effective for increasing top-of-funnel metrics.

Pick the Right Timing

The importance of timing in advertising campaigns cannot be overstated. Purchase an ad in the pre-roll, mid-roll or post-roll of a podcast episode according to your campaign’s goals and target audience.

You Can Always Fine Tune

You can always calibrate an ad, no matter how well it has succeeded. You’ll need to make changes over time depending on how your audience reacts and whether or not you’re seeing a great return on your investment. Analyze your data and analytics and collaborate with your team to make campaign improvements.

More advertisers are realizing how successful and efficient podcasting advertising can be as the medium’s popularity grows. And, with new shows being added to the mix on a daily basis and new listeners tuning in, podcasting will only become more popular in the coming years.