Why Podcast Advertising?
There are many reasons that businesses benefit from podcast advertising. Here are just a few:
- PODCASTERS HAVE BY FAR THE MOST LOYAL AND ENGAGED AUDIENCE
When podcasters speak in a listener’s ear, it feels as the listeners are being spoken to more directly. Audience members form relationships with the host and become more rapidly addicted with the content. A recent survey shows that over half of those listening stated that they trust podcast hosts more than traditional TV or radio presenters, and 47% say this means that they trust the information they hear on podcasts too.
- THE ATTENTION OF PODCAST LISTENERS IS VERY HIGH
The shows that people listen to are carefully selected and curated by topic. According to WhyPodcasts.org, the audience has made a conscious choice to listen to podcasts, and are much more invested in a topic, and by association, the products and services advertised.
- PODCASTS CAN BE TAKEN ANYWHERE THE LISTENER GOES
People tend to listen podcasts while doing other things and that way they consume more of that content. As a result, many listeners say that podcasts have become part of their daily routine.
- LISTENERS ENJOY THE ADS ON A PODCAST
A lot of listeners tune into the podcast because they enjoy the host’s style or presentation. Having a host read commercial is just another extension of their immersion into the podcast and they listen more intently. According to a recent report by Edison Research, 67% of listeners enjoyed listening to the ads on a podcast.
Listeners follow and listen to a podcast every week because they enjoy it, much like their favourite TV show. Having your product or service promoted by a podcast they already like and trust is a great sales endorsement. Your intended audience is already engaged with the host and having your brand on there as well ensures you receive the benefit of that.
- THEY ARE MEMORABLE
A study by IAB found that two-thirds of listeners could recall a particular product or feature after listening to a podcast.
- THEY PRODUCE BETTER CONVERTING VISITORS
According to marketing expert Haley Friedman, podcasts convert 7 times higher than normal web traffic.
- PODCAST ADS ARE NATIVE
They fit in seamlessly with the episode and feel like part of the show. They are not an interuption to the listeners enjoyment, they are part of it.