Everybody’s got a story, right? But I’m trying to make noise well beyond the walls of the industry and plant this storyline directly in front of the digital buying community…on WHY podcast advertising is uniquely different than any other advertising medium.
So, for those of you that are considering placing your first buy, I’ll give you three facts you need to know:
1. Opt-In Listening Makes Podcasting Uniquely Different
First and foremost, the on-demand audio experience is one where the listener ‘opts-in’, so they are welcoming you to deliver your brand message to them…and typically, they listen and engage with it. But activation typically depends on how you deliver the message…and who is delivering it.
So determining the right show and the right personality is so important to an advertisers success when it comes to a podcasting campaign.
What’s so compelling about podcast advertising?
The unique charm of podcast advertising is that brands are discovering that there’s a substantial difference in ad delivery when you are able to ‘capture your consumer’s mindshare’, especially when they aren’t distracted by multiple screens.
Despite the fact that many people multi-task when listening to a podcast (driving, making dinner, running, exercising, gardening, etc), there is an undeniable connection created between the show and the listener…unlike any other advertising medium available because the narrative is being driven in one’s head.
2. Advertising Organically Embedded In the Show Sounds Natural
When we think about how ads sound on Gimlet, we want them to feel like they come from the world of the show,” said Matt Lieber, co-founder and president of Gimlet Media
He also said:
Branded podcasts “require a brand or a marketer that’s confident enough to tell an interesting story that’s relevant to their audience”
Brands, as they enter the unique podcasting realm must understand that you build a relationship with the audience over time. Consistency is key, and a podcast listener has the choice to engage or not.
3. Listeners Feel Compelled to Support Brands…So The Show Won’t Disappear
At the RAIN Online Advertising summit, one of my most inspiring takeaways was hearing Payne Lindsey, Executive Producer of the hit podcast ‘Up & Vanished’, articulate the unique and unmatched connection a podcast listener has with a show. He said:
Listeners (of podcasts) have a different respect for podcasters instead of radio hosts. If it weren’t for sponsors, podcasts wouldn’t operate. And many listeners feel if they don’t support the brands, then they feel the podcast may go away
This “lean-in” listening experience is unparalleled to any other digital or traditional medium. It’s imperative we take this narrative to the doorstep of every digital agency. As I’ve said before, an organic live-read endorsement within a podcast is the purest form of native advertising.
EDITORIAL NOTE: Download Up & Vanished on iTunes Here or click on below picture to ‘Test Drive’ on our site