The rising popularity of podcasting is rapidly changing the audio advertising market by focusing on the new generation of advertisements that delivers the greatest impact on the listening audience. While radio advertisers struggle with the standard 30 or 60 second time slots, podcast advertisers are finding great success with smaller time slot windows. As a result, advertisers from a variety of industries are jumping at the chance to share their promotional message with podcast audiences.
Live Organic Reads Embedded in Fabric of Show
One explanation for the direct response success that the podcast industry delivers is their simple yet powerful approach to the delivery of many advertisements. Unlike radio advertisements that is sometimes frowned upon the live read delivery method (and are cost prohibitive), direct response advertisers that have discovered podcast advertising are reaping the rewards by reaching an engaged listener.
Many audience listeners find show hosts to be trustworthy and reliable. For that reason, they take an extra interest in a promotional product or service that a host briefly discusses during a podcast episode.
The delivery method does not come across as intrusive but rather takes on the appearance of being an organic part of the podcast episode. Therefore, audience listeners engage with the promotional advertisement, which prompts them to take an action in increasingly higher percentages than traditional digital campaigns. As mentioned in a previous article here, a comScore and Wondery study showed that more listeners are inclined to take action after listening to a podcast, more so than any other digital medium.
Driving listeners to a vanity url, advertisers can track activations more effectively than most other types of traditional media campaigns.
Midroll research indicates that on average 63 percent of podcast listeners purchased a product after hearing an advertisement for it during a podcast episode.
Why Podcast Advertising is Successful
By nature, podcast advertising works because listeners are active participants in the shows. Everything happens in the minds of the individual listener…and it’s a total opt-in platform…meaning, the listener chooses to be there. Podcast listeners ‘act’ and ‘opt-in’ by downloading a show that specifically attracts them to a specific topic.
Podcasts are essentially storytelling at an intimate level.
Audience members tune in as the episode starts then continue on with their day while remaining engaged in the content of the show. They can listen to the story while focusing on other tasks such as making dinner, exercising or commuting to work.
Advertisers Match Messaging with Relevant Shows & Hosts
Podcast advertisers spend a significant amount of time matching their promotional message with the right show. For that reason, businesses align brands to shows that make sense. When the advertisement matches the core content that draws a listening audience in, the promotional message blends into the natural fabric of the show.
As podcast shows continue gaining popularity, so too will the relevant ad content that companies place in each episode. By breaking the traditional mold of ads that last 30 or 60 seconds, an advertiser is able to successfully capture a targeted listener, and the platform is a powerful direct response medium.
For those new advertisers discovering podcasting for the first time, you can learn about Midroll, and all the other publishers & networks directly in our Publishers section. We encourage you to explore, discover, and listen…we know you will acquire a love for on-demand listening!