Podcast advertising has long been a growing medium for personalized, targeted sales. Traditionally featuring a host-read ad or prerecorded ad speaking to listeners with a personal recommendation for a product or service, this marketing technique has been extremely successful.
Why Podcast Advertising?
The podcast world is unique. After all, listeners are choosing to be tuned in, often have a relationship with their hosts, and are an engaged audience from start to finish. Similar interests are built into the equation. When you serve an ad to them that is relevant, you’re more likely to get a quality impression.
In addition, listeners understand that their favorite podcasts need advertising to stay on-air, and really appreciate it when ads correlate with their lifestyle. lifestyle.
When asked if advertising within podcasts had affected their behavior, 71% of listeners said they’d visited a sponsor’s website, while 62% said they’d considered that new product or service. 78% agreed (and 21% strongly agreed) that their opinion of a company is more positive when they hear it mentioned in one of the podcasts they regularly enjoy. (Source: Hawke Media)
Compare this to social media and web advertising, where the quality of your impressions can vary wildly. Plus, audiences typically recall audio advertising better than visual advertising. This is especially true if they are just scrolling a web page.
According to a recent study conducted by Podsights and referenced in “Marketing Charts” on August 17, 2021, podcast advertising outperforms…
- Google Search by 2%
- Facebook Ads by 42%
- TikTok Ads by 63%
- Twitter Ads by 84%
- Google Display Ads by 236%
But it gets even better.
Next-Level Automatic Podcast Advertising
Automatic podcast advertising, although it sounds more clinical, is actually even MORE personalized and targeted. How so? Automatic podcast advertising allows you to dynamically target pre-recorded ads in real-time. The ads are automated, based on a bidding system, to appear to a user dependent on their listening behavior.
Clearly, the bidding part follows the same model as social media. You place a spend on an ad, choose your target, and if your bid wins, it’s served on the platform.
Automatic Advertising Delivers the Stats
Furthermore, automatic podcast advertising allows you to target your exact audience at the time you want to reach them. You can deliver your podcast ads based on geo-location, time of day, type of listening device, and much more.
Now Consider Attribution
Attribution shows you exactly where your revenue and leads are originating, things like how many people are listening, the specific episode, and demographics that help you pinpoint your ad campaign and spend.
Comparatively very cost-effective, automatic advertising is very realizable for individuals, companies, and agencies and ad money is better spent given the resulting conversions.
Because of the lower cost, the market is wide open, giving publishers more monetization options as well. And, they appreciate the ability to perfectly marry their content with an advertiser’s product or service.
Now’s the Time!
Granted, automatic podcast advertising isn’t exactly new, but it IS rapidly growing and tangibly competitive — more so every day.
At Libsyn’s AdvertiseCast Marketplace, we leverage data to systematically deliver podcast ads to listeners that meet the ideal target based on location, demographics, interests or behavioral characteristics wherever they are listening. We also offer the following capabilities:
- First-party data via LiveRamp
- Audience targeting filters
- Second Screen retargeting with IAB standard banners on devices by IP address
- Capabilities to create professionally produced 30-second ads (requires additional nominal investment)
- Immediate optimizations for either spot creative or audience targeting parameters
- Available inventory for both podcasts and streaming audio (inventory has been vetted to accept political ads)
- Sequential ad serving
- Frequency Capping
- Pixel solution for attribution tracking
Curious to see if automatic podcast advertising can pump up conversions and increase revenue? We’ll be happy to show you it can — and will. Visit us today for a free advertising consultation.
If you are a podcaster and would like to learn more about advertising and growing revenue for your show, apply here!