Podcasts have been growing in popularity the last years, not only in the number of listeners, but also in the variety of offers. With the increasing popularity of podcasts, it was only a matter of time until marketing and brands approached the most famous podcasts with podcast advertising deals.
But what are podcasts? Let’s start from the beginning.
Podcasts are audio shows, although most recently all the major podcasts started providing a video format of their show. They are very similar to radio, but the key difference is that they can be heard whenever the listeners want.
Nowadays, is easy to find a podcast about almost anything. If you want to know more about finances, for example, but you are not a big fan of reading books, there are plenty of podcasts that provide you with that information in an easy, fast and more practical way.
Big platforms like Spotify, Apple Music or Soundcloud receive thousands of podcasts every day, about all types of themes and areas, so podcast advertising has been included as a strategy for many brands.
Why are podcasts so relevant nowadays?
The podcast format has been around for quite some time. Radios were already presenting unique shows way before the internet took over. From interviews to humouristic commentaries about current events, podcasts were always a source of entertainment around the globe. And these programs we already advertised, like podcast advertisements before it was cool.
The truth is that people always found the format very entertaining. While driving, listening to an interview would make the journey less boring, or while working, listening to the radio could be a great way to pass the time. Podcasts came to revolutionize that idea, by offering all types of shows and the possibility to hear them whenever and however they want, without worrying about music brakes or long moments of publicity.
A study by Nielsen showed that podcast listeners were more likely to follow companies and brands on social media. This data is very important for marketing teams, as podcast advertisement can serve as a boost for brand recognition and brand sales.
The podcast format is so big that “The Joe Rogan Experience”, one of the biggest podcasts in the world, signed a multi-year exclusive licensing deal with Spotify, the biggest podcast streaming platform. The deal is reported that could be worth more than $100 million.
Here are some podcast insights that you may be interested in:
How should brands plan a podcast advertising campaign?
The answer to this question is not quite easy.
Although podcasts have been around for a long time, podcast advertising is still relatively new. This happens because brands have to conduct deep researches to understand many things like:
| Niche audience | Most podcasts serve a niche audience, depending on the theme. Sports brands may be more interested in a podcast about sports rather than a podcast about politics, for example, as more people will relate and be interested in checking the brand. These niches may be big or small, depending on the theme of the podcast, and the size that it has. |
| Language | Similar to live streaming, podcast hosts develop their own language with their fans, so brands must be aware of this. For a podcast advertising campaign to be successful, the script must be merged with the type of language and humour that the host usually has. |
| Right podcast | This is the most important part of an advertising podcast campaign. The truth is that choosing the right podcast is crucial for the success of the campaign. Not always the biggest podcasts will lead to success, so a correct analysis of all the environment surrounding the show is valuable. |
An advertising podcast campaign usually come in similar formats.
If you decide to advertise in an audio-only podcast, the campaign will most likely be having the host read a script you developed. The partnership with the host is important. Having only a shout-out will have different results than giving the host a discount code for him to promote. If you decide to advertise in a videocast (video format of a podcast) you can also include demonstrations or product placement.
A study conducted by AdWeek showed that 75% of podcast listeners follow a specific call to action after hearing an advertisement on a podcast.
NPR, one of the biggest communication organization in the United States, hold several podcasts and even share sponsorships insights on their webpage. They share that 81% of people had a more positive opinion about a company after knowing they support NPR, that 54% of listeners pay more attention to NPR podcasts sponsor messages than to other media formats and that 79% of listeners take an action after hearing an advertisement on an NPR Podcast.
Standard costs for Podcast Advertising
Usually, there are two types of podcast advertisements:
- Pre-rolls, an advertisement of around 15 seconds that is placed at the beginning of the shows, before the host dives into the episode. A study shows that these pre-rolls typically have a cost of $18 per 1,000 listens.
- Mid-rolls, an advertisement of around 60 seconds that is placed in the middle of the conversation. It serves as a good break of pace for many hosts, similar to a TV commercial. These mid-roll ads typically have a cost of $25 per 1,000 listens.
For a small business, a pre-roll may be enough to start. The cost is lower and the listener is still not deep into the conversation. It is also easier to write, as a shout-out doesn’t need a lot of science.
If you believe that a mid-roll advertisement is better for your business, you should be present a script to the host and work with him to fit is language and audience.
A good example of how well these podcast advertising works is the article by Rebekah Bek on Ahrefs, where she explains how the company grew after a successful, but very time-consuming, campaign.
Other examples of podcast advertising are DoorDash’s shoutout and discount code on the Views Podcast, by David Dobrik and Jason Nash, one of the top100 most popular podcasts in the world; or StudioPC’s shoutout and link on Flow Podcast, the most listened podcast in Brazil.
How can Bold Creators Club help you with your Podcast Advertising campaign?
We understand that developing a podcast advertising campaign is time-consuming. You need to be aware of all the environment that surrounds a Podcast and its host. Getting to know a podcast and its target audience is a major challenge, especially if the podcast is not in English. We can help you decide the best podcasts for your brand, as we have a multilingual team with deep knowledge of pop culture.
It is also hard to decide the budget, the type of ad and the script you want the host to present in his or her podcast. You can choose based on the popularity or the theme, so you must be aware that the results vary depending on what you choose.
Considering all the factors mentioned, partnering with an agency may be the answer to your problems. We will make intensive market research and present you with the best hypothesis.
Talk to us and schedule a meeting!