Why Podcast Ads Are So Effective (And How to Use Them)
Tags: Vaccines, Babies, Health, Life, Coronavirus

Why Podcast Ads Are So Effective (And How to Use Them)

Photo by Ryan Quintal on Unsplash

What is your favorite podcast? There is just something about a smooth, silky voice that puts me at ease. More than 100 million people listen to at least one podcast a month. While many podcasts are free to listeners, they usually sponsor products or services to monetize their platforms. Since starting a podcast does not cost a lot of money, content creators flocked towards the medium.

I hate commercials and more traditional forms of hamfisted advertising. Nonetheless, I have a soft spot for podcast ads. These advertisements feel targeted and personal, coming from a host that I’ve built a certain level of trust and respect. I began wondering about the psychology of these ads and what makes them so damn effective. I will admit, I have indulged in a few different discount codes offered by my favorite podcasts. I mean, I couldn’t resist.

Building Trust

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Traditional advertisements often require a user to click a banner, navigating to a new website to learn about a product or service. The returns and clickthrough rates on these ads are notoriously low. Many users even distrust any online banner ads. This phenomenon is called Banner Blindness. To circumvent these problems with traditional ads, companies are spending $500 million on podcast advertisements.

Rather than requiring a potential customer to click through a banner, podcast ads deliver information embedded with the podcast. Many hosts even show a flair for ads, turning the advertisement into an entertaining segment.

A recent dissertation found after listening to podcasts with different advertisements participants recalled some brands better than others. This suggests that the trust in the host plays some role in how we receive these ads. More academic and psychological research is underway to understand why these ads work.

Nonetheless, when a podcast host mentions that they only advertise products that they use or vouch for, it gives us credibility for the brand. Nielsen finds that people recall podcast ads on average 4.4x better than other types of advertisements. Since we need to subscribe to and download a podcast, these ads may be selected for people most receptive to a brand or message. People are even more likely to report wanting to purchase a particular product as a result of these advertisements.

Best Practices for Advertising on Podcasts

When should the ad play?

In general, podcast ads are placed at the beginning of a show (a pre-roll) or midway through (a mid-roll ad). Pre-roll ads are easy to skip as they occur at the beginning of a show. Using mid-roll ads ensures that the listeners most engaged with a particular show will receive your message.

If you tailor your advertisements to a specific demographic that you know listens to a podcast, you could boost your sales. However, mid-roll ads are often priced higher because of this caveat. Ideally, if you find a podcast host that is not only willing to advertise your product but also uses it, their endorsement will be authentic.

How do I find the perfect podcast to advertise on?

If you aren’t religiously listening to podcasts, it is arduous to select the perfect show for your product. Several services aggregate hundreds of podcasts, providing businesses with the opportunity to run their ads on that network (i.e. AdvertiseCast).

With smaller, emerging shows you might want to contact the hosts directly through email, Twitter, Instagram, or other platforms. If it is your first time advertising through podcasts, remember it is worth the work and worth the research. Once you find the perfect podcasts to represent your brand, you can experiment with different advertising strategies to maximize your return on investment.

Are you using podcast advertisements? Since podcast hosts build such a strong rapport with their audience, they provide a great vehicle for sponsoring relevant products. Compared to other forms of traditional advertisement, there is more engagement. Hearing about a product from a trusted, authentic source or podcast increases the ability of customers to recall your brain.

They are then more likely to purchase your product or service. There are plenty of easy ways to start your podcast advertising journey! Once you identify the demographic you’d like to target and your audience, you can use different podcast networks to find your ideal audience & develop your marketing strategy.