When you are creating podcast advertising it is foremost, an opportunity to present loyal listeners with a call to action that facilitates desired behaviors and\/or sales. To that end, we bring you five tips to help keep you focused on creating podcast advertising that really works.<\/p>\n
What is the purpose of your ad? Is it to increase brand awareness? To get listeners to visit a website, buy a product, donate or support? Don\u2019t try to do one or more of these things. You have a 30 or 60-second spot and if you try to do too much, you\u2019ll do nothing.<\/p>\n
In addition, make sure that your ad is speaking DIRECTLY to your target audience. Do some research. Know what music might appeal, what tone of voice. What\u2019s their expendable income? What causes or categories are they passionate about? Will you be hep or serious? Funny or witty? Depends on what you are promoting. The more you know about your audience the easier it is to sell to them.<\/p>\n
This fit is crucial to your ad\u2019s success, in particular, if it is a host-read ad. In general, those who listen to podcasts do so because they enjoy, respect, and often LOVE the host. The best host-read ads are the ones that the host is passionate about and willing to endorse \u2014 better yet, has actually purchased and used the product, or participated in the organization\/effort.<\/p>\n
When listeners hear how much the host loves something, they are more likely to take action and follow through on the ask. Did you know that in a recent (summer 2022) NuVoodoo survey,<\/a> they found that well over half of their sample of nearly 1,700 frequent podcast listeners said they\u2019ve taken some sort of action as a result of hearing a commercial in a podcast and between 22% and 34% actually bought (depending on the category of listener).<\/p>\n And, if you are doing automatic ads? Be sure to study listener demographics. If you use a marketplace like Libsyn\u2019s AdvertiseCast Marketplace<\/a>, the sales team will do this work for you, selecting from 3000+ podcasts to get the ideal buy.<\/p>\n If you’re looking for more data on why audio advertising is a necessary element to add to your marketing plan, read The Long-Term Audio Strategy \u2014 Trending<\/a>.<\/p>\n Trust us. When it comes to podcasts, listeners are opting in to listen. They WANT to hear what\u2019s being published \u2014 and reinforced. If the same ad plays twice in a podcast, nobody blinks an eye. If the host mentions a product two or even three times, it is usually interpreted that he or she is excited to share it with you.<\/p>\n Podcast listeners also appreciate the fact that they get to listen to podcasts for free because podcasts are funded by advertisers and sponsors. They like the fact that their favorite host is being rewarded for their work. In fact, According to Edison Research, 67% of listeners like hearing ads, compared to 6% for TV & radio and 78% are comfortable hearing podcast ads to support free content.*<\/p>\n Say it and say it again!<\/p>\n *(Source: WARC)<\/p>\n3. Repetition is your friend<\/h2>\n
4. When creating podcast advertising, humor is a welcome tool<\/h2>\n