Unless you’ve been living under a rock for the past decade or so, you likely have heard of podcasts (and probably have listened to a few, too!). Podcasts are brief, on-demand audio shows that can be informative, entertaining, or both. Much like the radio shows of the early 20th century, they offer a great way to reach out directly to your target audience since podcasts themselves are typically niche-oriented.
Here are the top 5 reasons you should be advertising in podcasts this year:
1) Reach lots of ears!
While radio advertising has been declining precipitously for the past 20 years due to satellite radio and services like Spotify and Apple Music, podcasts are on the rise. In 2019, there were an estimated 90 million listeners (up 17 million from 2018), with weekly listeners averaging seven podcasts in a week according to Edison Research and Triton Digital.
2) Millennial messaging
Of all podcast listeners, 46 percent are between the ages of 18-35, which is an audience notoriously difficult to reach (Advertisecast). These highly coveted consumers are the cord cutters who are accustomed to on-demand everything, from their TV to their music. Podcasts fill the information void for many in this demographic, and are a prime way to grab their attention.
3) Trusted voices
Ninety-three percent of people who start a podcast listen to most of the episode (Edison Research). Podcast ads typically come at the beginning, middle or end of an episode and are delivered by the hosts in an endorsement style. Much of a podcast’s success is due to its hosts, who in many ways act as influencers to their audiences. Having those voices deliver your curated message makes the product or service seem even more salient to the listeners.
4) Reduce ad avoidance
Many people have been conditioned to avoid digital and TV advertising. On the Internet, it’s estimated that around 30 percent of users never see digital ads in the first place due to ad-blocking software (Marketing Dive). Having respected hosts read your message combined with the ad placement in, and around, episodes makes them feel more like part of the show than separate commercials.
5) A portable message
Do you know anyone who goes anywhere without their smartphone? Me neither. Consequently, podcasts are a mainstay of train commutes, outdoor ambles and gym runs. In June 2018, Apple Podcasts alone hosted more than 550,000 active shows (compared to the 3,000 it hosted in 2005, according to Tech Crunch). They may not all have huge listenership, but there are bound to be at least a few shows that are ideal vehicles for your ads.
If you have not explored podcast advertising for your product or service, I hope you will soon. There are so many opportunities to expand your reach by using the tailored approach offered by podcasts. Click here for help finding the best podcasts for your brand!