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Category: Podcast Advertising Center

Five Reasons Why Brands Have Fallen In Love with the Podcast Medium: Hosts Provide The Ultimate Referral!

Posted on by Kurt Laufer

One quick glance at the brands that are currently advertising within the podcast space and you’ll find that main street has fully embraced the podcast medium. Brands such as Volvo, Chase, Master Card, Geigo, and L’Oreal are now aggressively advertising in the space.

Before traditional household names, brands like Blue Apron, WIX, Casper, Square Space, and Zip Recruiter were dominating the space, committing to annual agreements within specific shows in order to box out their competitors from placing ads within specific shows.

Within the podcast medium, brand exclusivity and share-of-voice is a huge piece of the attractiveness for advertisers. For instance, if you choose to place an annual buy on a top show, you basically will lock your competitors out of any angle to advertise within a specific top podcast. Smart brands recognize this, hence they make their annual buys in November/December. Brand exclusivity is huge to a podcast advertisers…and share of voice is a major reason podcast advertising is successful….due to the fact that their message is not diluted within the clutter we hear more often than not within radio-stop-sets.

Here are five of the top reasons brands are falling in love with the platform:

1. HOSTS ARE INFLUENCERS – PROVIDING THE ULTIMATE REFERRAL

Podcasts (and their hosts) develop loyalty and trust with their audience. Ultimately, a loyal listener develops a strong kinship with the hosts. Hence, it’s natural that they support the brands that support the podcasts. Hosts-read ads are organic, they are natural, and believe it or not, many listeners are curious what brands the hosts will be endorsing. More often than not, harnessing the power of a ‘host-read’ ad, it comes across as personal and organic. Statistics prove out that th audience is more likely to research or check a brand out when they hear it promoted by their favorite hosts.

2. NATIVE CONTENT IS KING TO ADVERTISERS

How to you get your product to come across as natural? How do you find something you trust? When you listen to a host-read ad within a podcast, you are embedding your brand in the fabric of the show. ‘Baked-in’ host-read ads deliver lean-in messaging that the prospective consumer is more likely to consider. The more often they hear the ad delivered by their trusted host, the more likely the audience is going to act. Brands are spending more money today on native content than they ever have in the past. Native advertising stands out from background branding campaigns. And they’ve found a natural medium that delivers an authentic message.

3. AUTHENTICITY MATTERS – A HOST TRIES, TASTES, AND USES THE PRODUCT

To really drive a message home, brands are providing their products to the hosts to use before implementing a campaign. Hosts typically ‘test-try’ a product before submitting their audience to it. Just as important, most hosts have the ability to approve with ads that are dropped within their show. For a host-read ad, it usually is approved by the host, how more often than not, uses the product. And this translates into an authentic connection with the audience, the host, and the brand.

4. ATTRIBUTION TELLS THE STORY: OVER 60% HAVE RESEARCHED OR BOUGHT SOMETHING THEY’VE HEARD

Yes, we can’t discount this statistic. Well before Nielsen validated the power of podcast ads and before the medium became sexy, comScore told us that ‘people prefer ads in podcasts over any other digital medium.’ This is HUGE. While this study was conducted years ago, it was a broad-based study with 2,000 U.S. respondents ages 18-49 and found that two-thirds of listeners have acted on ads they’ve heard in a podcast (researching or actually purchasing). This is a statistic other digital platforms would die for.

5. PODCAST LISTENERS HAVE YEARS OF BRAND LOYALTY TO GIVE

It can’t be understated the value of an affluent podcast audience. Particularly, the organic messaging to an engaged audience that hears an endorsement directly delivered form people they trust. As we continue to traverse the current ‘renaissance of audio’, podcast listeners bring years of brand loyalty to advertisers that choose to enter the medium.

Still not convinced Podcast Advertising is for you? Reach out to TopPodcast.com and we’re happy to share more insight and do the research for you and your brand!

How to Make your Podcast Stand Out

Posted on by Jason Peters

With the wealth of content being produced each and everyday, podcasters and producers nationwide are looking for ways to stand out. Everyone wants to create the next big thing. Companies want to have the next big “True Crime” Podcast, but also want to be ahead of the curve. How can you make your podcast stand out?

Premise

If you are not a major celebrity, you need to make sure that your podcast has a focused premise. It’s simply not enough to “talk about movies” or “talk about sports” if you are attempting to break into the industry. 

The comedy podcast “How Did This Get Made?” at its core is simply a movie podcast, however the premise is that they dissect terrible movies. They ensure that it is an interactive experience, telling you to watch the movie before the episode comes out creating inside jokes with the audience. How Did This Get Made, even set up a phone line for fans to call in about certain movies. Think outside of the box, come up with a great name, a unique idea, and capture people’s attention.  

Branding

Now you’ve come up with your amazing premise, how do you convey this message to the public? Designing your logo is the first step in branding your podcast. I follow the law of KISS: “Keep It Simple Stupid!” Podcasters first instinct is to plaster their face onto the logo, recognition is important, but not too important for a start-up podcast (it’s an audio medium). 

Design something attention grabbing and simple, look for a play on words, get cute with it. I have the tendency to prefer vibrant colors, bright orange, neon green, fluorescent pink, but that’s my brand. If you’re more of a black and white type of podcaster, make sure your logo reflects that.

Along with branding and logos comes social media presence, keep everything in the same lane. There is no reason to tweet about the NFL if you are a music podcast, there is no reason to shoehorn your podcast into spaces it does not belong. Be advantageous and speak with intent.

Sound 

Once again, this is an audio medium. What does your podcast sound like? Highly produced shows utilize room noise, sound bytes, and ambiance to rope people in. Every podcast has an intro and familiar noises associated with the show. 

Political podcast “Chapo Trap House” utilizes sound effects from Nintendo’s Yoshi, along with beautiful wind chimes, and a wild bass drop into a Gucci Mane trap beat. Their intro is phenomenal. The Bodega Boys podcast often starts out with a brief bit of topical improv, followed by the hosts screaming “Do the drop” to a producer who blasts their music. 

Sound goes far beyond the intro music, what types of noises do you want your audience to hear? A podcast is meant to be more than “people talking” consider that you are producing a work of art. Think about what you sound like, consider your delivery, and how a new listener will imagine you.

Tone

Tone ties into both branding and sound. In my productions I tend to have a harsher tone than most. My voice is harsh, I’m from Philadelphia, my cadence is a tad more aggressive than a podcaster from Portland or Idaho. When I say tone, I’m also talking about the actual tone of your voice. NPR has done an amazing job at establishing their tone as soft, intelligent, and snarky. There is never any yelling on an NPR podcast. The tone is measured and intentional. 

If you’re making a joke, ensure that a stranger can tell that you’re kidding. Set a tone that works for you. Stand-up comedians, who dominate the podcast space, do an impeccable job of using tone to tell a story – learn from them.

Conclusion

These pieces should all be self serving, if you have a harsh tone, use your branding to take the edge off. If your sound is complex, maybe balance it out with a simple premise. There are a million different options to make sure your podcast stands out from the rest, be measured and speak with intent. 

Custom Branded Podcasts Becoming A Must-Use Tool for Brands

Posted on by Kurt Laufer

If you have been living in a cave, you haven’t noticed that many major brands are starting to branch out into podcasting in a big way. Podcasts are a natural medium for branding, and their narrative style is appealing to many brands that are interested in driving higher social engagement with consumers.

In terms of content strategies, branded podcasts run the gamut from the subtle to the saturated, with every conceivable variety in between. So here’s a 30,000-foot overview of how it’s happening in the marketplace.

Brand Alignment & Association

This is the low-key soft pitch approach. It relies on connections with intelligent, innovative content designed to appeal to an audience and create a brand connection with the listener.

The Message podcast, sponsored by General Electric, is the prime example of the subtle approach of alignment branding, associating GE with The Message.  This groundbreaking podcast series, developed a couple years ago, was a major hit with listeners and is still considered a high water mark for podcasts and brand integration, in general.

All GE had to do was make a quiet, understated branding association: the producer credit was GE Podcast Theater, mentioned alongside Panoply Networks. In an archived article featured on Niemanlab.org, by Laura Hazard Owen, back in Nov. 2015, we found this statement by Andy Goldberg, that sums up the success of GE’s brand alignment:

“It’s like GE creating a TV show,” said Andy Goldberg, chief creative officer at GE. “I don’t consider it advertising. It’s a podcast show that just happens to be produced by a brand instead of a network. I’m not saying, ‘Hey, go out and buy a jet engine.’ It’s a science fiction story to connect listeners with what the GE brand is about, without selling the GE brand.”

Most importantly, they targeted the right audience with a unique message, using podcasting as a platform, to garner significant audience engagement & brand awareness. And they had pros, at Panoply, guiding them. Looking for a branded content play, look no further than Panoply to help.

Editorial Branding within Podcasts

A more direct approach to content marketing, internet powerhouse eBay ran the Open for Business podcast via Gimlet Media. The sponsor’s name and company is directly mentioned throughout the podcast, and often includes a feature or spotlight on an eBay associated business.

According to eBay’s website:

Open for Business shows how to build a business and talks to entrepreneurs about what keeps them up at night. Combining humor and intelligence, each episode tackles some of the most basic – and most difficult – questions new business owners face: How do you know when to quit your day job? What should you look for when hiring? And, it examines the good, the bad, and the ugly sides of starting a company.

They went on to state:

This podcast also marks the launch of Gimlet Media’s in-house creative agency, Gimlet Creative.  Named one of the world’s 10 most innovative media companies by Fast Company, Gimlet was founded by veterans of This American Life and NPR . (You can listen to the story of Gimlet’s entrepreneurial beginnings in its own podcast, StartUp.) Gimlet Creative is all about working with brands to tell great stories, and reach audiences on a deeper level.

The content of the show focuses on entrepreneurship, and eBay was the shot caller on production throughout its run, allowing Gimlet Media to refine it using their journalistic style, which has become a hallmark of their expertise in podcasting.

Company Produced Podcasts focusing on their Products

When branding via ‘sponsor produced’ podcasts, everything is produced and distributed via the primary sponsor…completely in-house. These podcasts also give full attention to the sponsor’s primary business objectives and are produced to drive interest in specific products and to educate the public.

Many businesses are turning towards creating their own podcasts, featuring their own content…and working with networks to push out these individually produced podcasts. A podcast provides another touch-point, of which can be effectively promoted via social platforms and the companies websites & newsletters.

Sponsored Content Organically Embedded in Shows (Native Content)

As most smart podcast marketers know, this technique is the purest form of native advertising, branding that’s organically embedded in the fabric of the show. Often voiced by the hosts of each podcast, this form of native advertising has proven to be extremely effective in driving engagement, particularly for national direct response campaigns and e-commerce clients.

Companies already successfully on the podcast advertising bandwagon, like Blue Apron, Squarespace and Mailchimp have discovered this early. These brands allow podcast hosts to take advantage of their products and create personalized, quirky ads that fit their individual podcasts.

This form of ‘lean-in’ advertising has become a powerful direct response marketing tools for those that have discovered the medium…and they continue to expand their ad buys within the platform.

The Bottom Line: A Medium To Die For

As stated above, all other mediums are slowly recognizing that podcast advertising offers the purest form of sponsored native content in the marketplace…of which other platforms would die for! It’s time for other brands to follow! Have questions?

We can help put you in touch with the right industry leaders that can help take your business to the next level! Don’t hesitate to reach out to us within our Podcast Business Center! 

NPR: An ‘Authentic’ News Gathering Organization That Has Always Leaned In

Posted on by Kurt Laufer

When it comes to the podcasting industry, you’re going to hear the word authentic used over and over and over again! So what does this have to do with a podcasting article?  Read on…

The Word Authentic Means Everything To A Podcaster & Publisher

The word ‘authentic’ is used often used when it comes to the podcasting industry. There’s an authenticity that radiates in the manner that a show, a story line, or a podcaster connects to their audience.  Podtrac (who provides measurement technology to many shows in the industry) even extended a sales arm to their company last year, calling it Authentic. 

The Authenticity Paradox

An article in the Harvard Business Review, on ‘The Authenticity Paradox“, highlights the clear definition of authenticity:

Authenticity has become the gold standard for leadership.

So why are we filling you in on the depth and use of the word authentic within the industry? Because in our humble opinion, there’s no podcasting publisher that has captured the authenticity of originality more so than NPR. And they have the statistics, revenue and track record to back it up.

NPR – The Authentic Voice of the Industry

NPR, a clear leader in the podcast industry and their powerful directory of shows has captured an authenticity unmatched by most.  The word AUTHENTIC screams at you when you listen to a podcast on the NPR platform.  It’s no surprise they are trailblazing a path within the industry.

Shows like Hidden Brain, Ted Radio Hour, Embedded, Planet Money, and Invisibilia are driving younger, tech-savvy audiences to discover and embrace a love of on-demand listening. To some, it’s surprising that NPR is leading the way. But to me, it’s obvious they’ve uncovered a formula that works. And they are executing a strategy that other publishers are feverishly trying to mirror.

Their podcasts create ‘authentic’ connections to their audience, a lean-in experience captivating and connecting to their millions of loyal listeners.

Early Adaptation to Platform Well Prepared NPR

The success of their shows have allowed NPR to expand offerings, test market new podcasts, and expand offerings across their entire on-demand platform. Most importantly, NPR has been producing podcasts for over a decade, as they were one of the ‘early adapters’ of the medium. Hence, they’ve made it look easy in ascending to the top during this historic post-Serial craze.

The ‘mainstreaming of the industry’, thanks to cord-cutters, changing consumption habits, and fact that 81% of Americans now own smartphones, has placed NPR at the heart of the podcast galaxy.

 

Lean-Forward Messaging Connects

An article by Brent Lang, in Variety back in December, regarding advertising on NPR mentioned:

“It’s a very lean-forward messaging,” says Bryan Moffett, COO of National Public Media (a division of NPR)  “Everybody has taken the approach of not being too crass or commercial. They’re more conversational.” The loose format of podcasting also has an impact on the way journalists tell stories. “Embedded,” for instance, which “takes a story from the news and goes deep,” serves almost as a reporter’s audio diary. “They’re looking into topics more experientially,” says Grundmann. “Ten years ago that was kind of a no-no. But that’s what audiences are connecting with, and we feel it’s helping them understand the stories better. We’re taking them on a journey, but we’re not compromising our journalistic integrity.”

Bottom line, there’s an inherent kinship with their audience, an authentic connection that NPR has successfully harnessed by using the power of the spoken-word format. They’ve figured out a formula, incubating new shows that deliver a compelling one-to-one message to their audience.

NPR’s success in podcasting has also correlated into a substantial revenue for the company. Some public reports have stated that nearly 30 percent of NPR’s revenues are derived from podcasts. Maybe they’ll fact-check us here…but no matter how you slice it, revenue growth has been exponential.

News Gathering At Its Core ‘Correlates’ Into Success

But what really separates NPR from other publishers? It’s the fact that NPR is a news organization at its core. An alliance of professionals that literally, each day, compile news and effortlessly packages it in audio format. Hence, NPR understands the meaning of authenticity...specifically when it comes to curating content, and they understand how to tie it up in a bow for their audience.

NPR’S Muted Messaging Style Works

Finally, NPR has also capitalized on compelling marketing strategies that businesses have come to embrace….delivering brand messaging in a connected manner to an engaged audience. In an article in Ad Week, Gina Garrubbo, President and CEO of National Public Media said,

NPR’s self-described “muted” messaging style for ads is also important. It’s not a hit-you-over-the-head message.”

Discover An Authentic Love For NPR

In a nutshell, this is what makes NPR & their powerful platform of Podcasts AUTHENTIC!  Brands hold the NPR audience up on a pedestal, and it’s primarily due to the fact that NPR creates quality, authentic content that’s consumed by a valued listener.

We urge you, the newpods that are discovering on-demand listening for the first time, to make NPR and their portfolio of shows one of your first stops! You can also discover & download their app directly in our Top App section.

DISCOVER EVERYTHING NPR, by going to their website: NPR.ORG – click on the below banner to discover their authenticity…or simply take one of their shows for a test drive here, at TopPodcast.com! 

 

 

The “Lean In” Listening Experience Makes Podcasting Ads Uniquely Different

Posted on by Kurt Laufer

Everyday, decision makers are faced with driving sales and justifying ROI. Measuring attribution is one of the more painful tasks marketers face every day. Additionally, the vast choices they have as to where to allocate their advertising dollars is daunting.

Their in-box fills up weekly with dozens of emails from digital companies saying that they can provide better solutions to drive sales. The decisions that these seasoned marketers typically make are often bias towards vendors and suppliers that they are comfortable with. And it’s this complacent attitude that can hold companies back from exploring new channels to drive growth.

Complacency Within The Digital Buying Community

Yes, many agencies have become complacent using the same digital tactics that have turned to massive profits via ‘behind-the-curtain’ relationships they have with the third party providers.  Complacency is holding back brands and agencies from exploring the podcast medium.

I disagree with the story on Ad Exchanger last week that highlighted three issues keeping brands from going ‘all-in’ on Podcast Advertising, highlight the lack of measurement? I call B.S.

It’s Not Because of a Lack of Measurement

I frankly don’t buy the ‘lack of measurement’ as an excuse. It has more to do with the ‘lack of education’ and abundance of ‘complacency’ in the marketplace…and the fact that the digital buying community has been more or less complicit in maintaining a status-quo with their clients.

Additionally, their clients get comfortable reviewing ‘pretty’ spreadsheets and attractive dashboards, reviewing the same tactics used year-over-year (click-through-rates, video-to-completion rates, justifying reach and targeting). Granted, determining attribution can be challenging…and is typically the most important element in measuring ROI. And I agree, that’s why measurement is critical.

Mack Weldon Figured It Out Two Years Ago

Has the broader digital buying community failed to notice the brands that have successfully dived in, like Mack Weldon, have figured out a powerful way of determining attribution with podcast advertising? So what’s all this about the lack of measurement mentioned in the story last week on Ad Exchanger?

Back in 2016 (yes, two years ago friends), Mac Weldon told DigiDay how podcast advertising has doubled underwear sales.

Collin Willardson, of Mack Weldon told DigiDay:

Podcast advertising now represents 25 percent of Mack Weldon’s overall ad budget per month, 100 times more than a year ago. The medium has become more effective than display ads for the company, because when people listen to podcasts, they are fully engaged and they can continue listening while making a purchase.We paid for native and display ads on online publications before, but we found that readers could easily get distracted by 48 things on the homepage,” said Willardson.

You can’t tell me that Mack Weldon is not measuring their key performance indicators? You can’t tell me that the lack of an industry accepted standard measurement has hurt them? Let’s just say that they’ve left many brands in their wake…and they’ve been advertising in the space for over two years.

Time To Go Beyond Pretty Spreadsheets & Cute Dashboards

But it’s time to digital marketers to look beyond a spreadsheet. It’s time to test new platforms, like podcast advertising, that utilize different tactics that many digital buyers still don’t understand.

So let me give you a three facts as to WHY advertisers should consider and ‘all-in’ strategy to podcast advertising, or at the very least, start to conduct test campaigns to measure uplift…and yes, you can measure attribution in a granular way!

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 – The Purest form of Native Advertising

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. That’s where the experts at TopPodcast come in, assessing multiple publishers, networks, shows and hosts that make sense for your brand. 

What’s so compelling about podcast advertising? 

Brands are discovering that there’s a substantial difference in ad delivery when you are able to ‘capture your consumer’s mind’, especially when they aren’t distracted by multiple screens.

Despite the fact that many people multi-task when listening to a podcast (driving, flying, 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.

As a good friend of mine once said:

You don’t listen to a podcast at a barbecue

The unique charm of a podcast advertisement, particularly when it is host read, is the fact that it’s the purest form of native advertising a brand could have. 

2. The Ultimate Referral: Messages Organically Embedded in a Show Sound Natural 

The kinship that a listener feels with a host can’t be underestimated. As a product becomes embedded in the fabric of a show, the audience develops a unique connection to the brand. When a host has the opportunity to taste, touch, feel or use the product the host-read ad comes across as the ULTIMATE REFERRAL. What more could a brand want? How about an ad that comes from the ‘whole-wide-world’.

An Ad That Comes from the World

Something that Ad Week covered way back in the summer of 2016 caught my attention, when speaking with Matt Lieber, co-founder and president of Gimlet Media:

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 a relationship is built with the audience over time. Consistency is key, and a podcast listener has the choice to engage or not. Hearing ads in a podcast sound different, and I could not have described it better than Mr. Lieber, in one simple sentence.

Bottom line, innovative companies have jumped in to the podcast medium…and they are staying because they know how their message is capturing the desired audience.

3. Listeners Feel Compelled to Support Brands…So The Show Won’t Disappear

I attended the RAIN Online Advertising summit (last year – 2017), and one of my most inspiring takeaways was hearing an executive producer of a podcast say:

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

The kinship and connection the audience has with a host is unprecedented. Over two-thirds of those that hear a product in a podcast research or buy. Podcast listeners have years of brand loyalty to give to brands. It’s time for us to become educated on the power of a podcast ad…and the influence hosts have to compel their audience to act.

So What’s All This Stuff About Lack of Measurement?

Yeah, you can tell I’m passionate about facing the headwinds our industry faces. I see the success brands are having in the space and I just keep patiently waiting for the tipping point to happen within the digital buying community. I do feel it coming, so I’m happy swimming in the podcast pool…and I don’t intend on going anywhere.

My simple one-sentence take:

Bottom line, the “lean-in” listening experience is unparalleled to any other digital or traditional medium…so it’s time to for brands to take the leap…just ask Mac Weldon.

Check out our Agnostic Podcast Advertising Network – Powered by TopPodcast.com

As I’ve said before, an organic host-read endorsement within a podcast is the purest form of native advertising. It’s time for brands and complacent agencies to move towards an ‘all-in’ strategy…or at least testing the power of a podcast ad!

Interested in advertising, fill out the form here (click over), and visit our agnostic Podcast Advertising Network.

Click here

 

The Power of Podcasts Deliver Unblockable Ads & Higher ROI

Posted on by Kurt Laufer

An ad-free internet is coming. It creates quite the paradox, as the internet has so far sustained itself largely on advertising revenues. Up 94% in the past year, close to a third of all smartphone owners block ads that drive the production and distribution of free content. Content consumption is not shrinking by any means either, but more and more consumers are turning to ad-free paid content providers like Spotify, Netflix, Amazon Prime, or Sirius XM Satellite Radio. All in all, this is some fairly dire news as advertisers try and find ways to effectively connect with their audience.

Old School Format Brings New School Tricks

Fueled by the power of social media and smartphone accessibility, an advertising powerhouse called podcasting is on the rise. On-demand audio, and the powerful one-to-one opt-in connection the audience has to a podcast, there’s an old school/new school take on delivering advertising content.

Podcasting is effective because ads cannot be blocked on a podcast and listeners have automatic buy-in when they hear a product or service endorsed by a popular and trusted podcast host. Altogether, this medium is quickly becoming recognized as one of the most effective means of connecting with vast and varied demographics online today.

A recent study from ComScore produced results stating that by and large, more people preferred podcast ads to every other form of digital advertising online. That’s some serious marketing firepower.

Moreover, there is more opportunity now to buy in at ground level on sponsored podcast advertising opportunities than at any other time. The smartphone user crowd find podcasting an attractive option because they can multi-task while consuming content, and according to a new report from Edison research this trend is driving the greatest period of growth podcasting has ever seen.

The Listenership Trajectory Is Growing

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The Fastest Growing Segment is Under 55

While the fastest growing listener base is the under 55 crowd, these listeners are spending roughly four or more hours a week taking in, on average, up to five podcasts of varying types every week. These power listeners constitute just over 21% of all podcast audiences.

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Podcast Listeners Tune In Nearly 5 Hours Per Week

At an average listening time of three to five hours per week, this audience is an extremely desirable target market for just about every brand because podcast power listeners are typically more educated and possess more disposable income than the average American.

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Engagement Unlike Any Other Digital Medium

Best of all, statistics show that regular podcast listeners are nearly 20% more likely to follow and engage with your brand on social media than the average American consumer. Engaged and active podcast fans on social media mean higher ROI for your marketing clients, and significantly more revenue from social media and podcast advertising investment.

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Podcast Advertising Brings Additional Attribution Points

Hard statistical data that accompanies podcast advertising cannot be ignored. Many major Podcast hosts have national recognition and have successfully branched out their brands via powerful social media platforms, ultimately expanding the reach of advertisers as they align their brands with the hosts.

Many popular stand-up comedians have taken to podcasting weekly as a means of testing new material in a lower-pressure venue, and many journalists and reporting and news agencies like CNN, the BBC, and Fox News are all providing podcast based content for their tech-savvy, multi-tasking audiences. Highly respected educational institutions like M.I.T and others are publishing backlogs of lectures and content for free in order to drive interest and attendance, and to better the world by providing access to higher education and studies that would otherwise never be available to most Americans.

Podcasting is fast becoming the new mega-media power online.

The Digital Community Needs To Specialize in Podcasting

If you are a marketing or digital advertising provider, you need to develop an in-house strategy now, and not view podcast advertising as a ‘throw-in’. It’s still a buyers market, and educating your teams on the power of podcast advertising is imperative for the benefit of your clients.

There is no purer form of native advertising

Get your research team working on podcast advertising, and start familiarizing yourself with the best podcasts to reach your target market with your brand.  Better yet, rely on a podcast advertising expert that understands the industry. Podcast advertising provides a win-win for consumers and advertisers, offering brands a unique reach unlike any other medium. Bottom line, you now have a medium that can cut through even the most powerful ad-blocking software on the market today. Choose podcast advertising and be a part of the fastest growing marketing opportunity online today.

Bottom line, you now have a medium that can cut through even the most powerful ad-blocking software on the market today.

Editorial Note: Check out our Podcast Business Center to Unlock all Industry Data, in one spot!

E-Commerce Explosion A Dream Come True for Podcast Advertising

Posted on by Kurt Laufer

Digital advertising has long held significant advantages over traditional advertising mediums because of its ability to geo-target by location, age, demo, etc. Conversely, podcast advertising wasn’t built on the back of targeting, despite the fact that ads can be auto-inserted into podcasts.

Targeting is Evolving, Especially with Long-Tail Podcasts

Yes, scaling campaigns on a very targeted level has been embraced slowly due to staggered delivery methods across thousands of shows in all geo’s around the country. But, with all the evergreen content available with long-tail podcasts, we’re starting to see a pivot and AdsWizz is all over this technology.

But today, let’s look at how e-commerce and podcasting advertising work together. The explosive rise of e-commerce & retail technology is playing right into podcast advertising’s hands. A small business with a one-storefront shop should find podcast advertising highly valuable, especially if they have built out a powerful e-commerce platform to deliver their products to a targeted online audience.

e-Commerce Plays Into Podcasting’s Hands

Simply look inside the e-commerce numbers and you will see an ‘oil well’ of opportunity for any podcast publisher to drive revenues. Cyber Monday sales this year set a record, delivering $3.5 billion in sales. That’s a 12% increase over last year, with smartphones accounting for more than one out of every five sales. Better yet, from Thanksgiving through Cyber Monday, according to Adobe Digital Insights, consumers spent $12.8 billion online. That’s right, $12.8 billion with a b. Many online merchants advertised and offered substantial discounts several days leading up to Black Friday.

These marketing strategies, via e-commerce, sync up perfectly to the podcasting advertising industry, and we need to make noise within the digital buying community to better educate them!

As e-commerce continues to increase its share of total retail, the podcasting industry must penetrate this market with fervor. We must educate the buying community on the power of podcast advertising in order to increase our share of any digital budget. The rapid migration to e-commerce provides unprecedented sales opportunities for the entire podcasting industry. Have we done anything, in a unified voice, to untangle the web of choices for small to mid-size businesses to place podcasting buys? Not so much. We need to amplify our strengths, demonstrating together just how fervent and loyal our audiences are. Bottom line, podcast listeners are an e-commerce advertisers dream.

e-Commerce is a dream for the podcasting industry.

No longer do people fear entering their payment details to virtual merchants. Omni-channel marketing has become a major part of any brand strategy. And the speedy delivery of online retailers, logistically, has evolved into infinite choices for consumers. Through advocacy & education, controlling the narrative, and untangling the vast choices businesses have, the podcasting industry should take major strides forward in 2017 and beyond, driving ad revenue. I truly believe, once we finally control the narrative within the digital buying community, we can surpass $1 Billion in ad sales by 2021.

But we must integrate podcasting into the daily digital conversation of e-commerce prospects, as well as the digital buying community…first, by educating ourselves on the complex integrated e-commerce strategies businesses are using. And then, by telling our story on how podcasting advertising syncs up perfectly to any e-commerce marketing strategy. The rise of e-commerce is an oil-well of opportunity for the entire podcasting community.

It’s time to tell our story, in a unified voice, gaining the digital market share we deserve.

TopPodcast.com Advocates for Unbiased, Hassle Free Podcast Discovery for Independents & Advertisers

Posted on by Kurt Laufer

Just sit around the podcast industry for a week or two and it’s a matter of time until the next big thing comes along. From discovery, to search, to premium services…it can be daunting as newcomers (newpods) venture to dabble within the industry.

Here at TopPodast.com, we don’t require anyone to register or log-in, AND WE DON’T CHARGE podcasters, publishers, networks or advertisers to gain access to our site.

AN OPEN NETWORK FOR UNBIASED DISCOVERY

Our objective is to promote an open network for newcomers to explore the entire industry, not just a select list of shows. Sites that charge advertisers and content creators for access are devaluing the industry. Ultimately, they provide little or no value and ultimately may lead to unbiased advertising practices by steering advertisers to shows that are listed (pay-to-play).

Bottom line, new podcasters and independents should never pay to be listed on any podcast discovery site…EVER! That is, unless they are paying for hosting and additional services administered by a host provider.

OUR GOLDEN RULE: UNBIASED ADVOCATE OF AN OPEN NETWORK

INDEPENDENT PODCASTERS , PUBLISHERS, NETWORKS: AND ADVERTISERS: There  is no need to ‘REGISTER or PAY’ to be listed on any ‘industry discovery’ website. Most importantly, advertisers should never feel compelled to pay upfront for any podcast search platform, as the host-site will have unbiased perceptions of shows that are ‘paying to play’ in their search network.

IT’S HARD ENOUGH FOR INDEPENDENT PODCASTERS

New independent podcasters/shows should never be required to pay to be listed on a ‘search site’. If you decide to do so, you are doing it at your own risk…and most likely wasting your money while lining someone elses pockets.  Trust us, there are more advantageous ways to be discovered and promote your show, rather than promoting yourself on a website that gets no traffic.

Bottom line, if you’re ‘hit up’ to ‘pay to be a part of a discovery network’, you’re probably wasting your money. 

ADVERTISERS NEED NOT WORRY ABOUT REGISTERING or PAYING EITHER

Let’s be clear, if you’re an advertiser looking to discover and understand the power of the podcast medium, why would you ever pay for that information upfront? Here at TopPodast.com, our Podcast Advertising Center provides you all you need: Turnkey-advertising solutions, agnostic to any publisher, to align you with the right show. 

No registrations, no upfront fees, no hassles…we are a turnkey podcast ad broker delivering unprecedented access to premium shows. More importantly, we are digital marketers…and not a one-trick pony like most traditional podcast publishers and podcast audio ad agencies.

PUBLISHERS & NETWORKS – WE VALUE OF OPEN DISCOVERY OF YOUR CONTENT

We aggregate all the top publishers and networkS within the TopPodcast family. And never in a million years will we ever require a publisher or network pay us to have their shows discovered or posted here.

We are advocates of an open network of discovery, and you won’t need to worry about an our team being bias towards any publisher that’s paying for your shows to be listed. NO FEES – NO CHARGES – EVER!

NEW LISTENERS NEED NOT REGISTER WITH TOPPODCAST.COM

Granted, as you become more comfortable with the podcast medium, you will find networks & premium services that align with your interests. But as a newcomer, you should never be forced to register or subscribe to discover the love for podcasting. Yes, we welcome you to independently opt-in to our email list, but you need not worry about having a different user experience simply by registering.

TOPPODCAST.COM STRIVES FOR A FREE, OPEN NETWORK OF DISCOVERY

Until the day that the big players decide to create a closed podcast network, we’ll be here advocating for an open one!

To be clear, if you are looking to ‘acquire a love’ for the podcast industry, #TopPodcast is here for your ‘convenience’…and whether you are an independent podcaster, publisher, listener or advertiser, there’s absolutely no reason that you need to sign up or register for anything….ever…let alone pay for it.

Additionally, while you are here, browse the Top 200…and better yet, you can listen with one click!

  • NO SIGN-UP NECESSARY
  • NO APP DOWNLOAD REQUIRED
  • NO FEES EVER APPLY

And again, for businesses looking to connect with a the top shows in the industry, let our Podcast Business Center handle the heavy lifting, handling the campaign start to finish.

Thank you for making #TopPodcast.com a premiere destination for podcast discovery…an effortless one-click listening experience!

Protecting CPM’s in Podcasts: Programmatic Ads & Its Double-Edged Sword

Posted on by Kurt Laufer

As we’ve watched digital advertising become devalued over the last few years and the adverse impact that national network buys have had on radio, podcast advertising is at the crossroads on protecting CPMS’s. While programmatic ad insertions certainly will drive revenues, the industry must walk a tight-rope to protect rate-integrity, especially when it comes to ‘live organic reads’ which still differentiates our industry from other mediums.

Dynamic Ad Insertions And Its Double Edged Sword

Dynamic ad insertions, while providing ‘highly targeted’ messaging, has devalued digital advertising to a level in which many publishers are reaping what they sow. They all wanted a seat at the table yet collectively they’ve helped drive down digital ad rates. The depreciation of digital display advertising CPMs over the last few years has been mindblowing.

Programmatic buyers are now steering the ship, not publishers. Radio is experiencing this exact same thing on the national and network buying level, attracting bottom-feeder rates that are adversely impacting the industry.

Why This Matters?

  • The podcast industry still has an opportunity to control the impact of programmatic campaigns
  • Digital advertising is at the crossroads with ad-blocking technology, bots, and the devaluing of rates that have adversely impacted many publishers.
  • Digital technology companies and ad agencies reap the benefits of skimming margins off of programmatic advertising campaigns. These companies have diluted rates, caring only about delivery, delivery, delivery and completely discounting the user experience.
  • The charm of podcast advertising remains that it is not oversaturated with advertisers
  • Native advertising trumps programmatic, and podcast advertising is the purest form of native advertising

Algorithmic Platforms Drive Revenues & Dilute Them Simultaneously

It’s exciting that technology is moving the podcast industry towards an automated algorithmic platform of ad-buying. The digital buying community will embrace this. However, if we don’t protect CPM’s, particularly for live reads, we will watch our endearing industry dilute itself the same way many online publishers have already done so.

Ask any major online publisher how the dilution of the digital advertising space has adversely impacted their business. The price-per-banner rate they get today is exceptionally lower than it was 5 years ago. A deeper dive into the ultimate affect programmatic advertising has had on publishers highlights the ill-fated consequence of giving up control to programmatic buyers.

Radio Victimized By National & Network Buys

All the podcast industry has to do is look over their shoulder at the impact this type of buying has had on the radio industry. The word ‘rate integrity’ is virtually meaningless now when it comes to a national and network buys. Radio has been victimized as they’ve all been pushed around by national buyers, pushing down rates to levels where it almost makes sense to walk away.

I can use less colorful language to express what has happened, but I’ll choose to take the high road. Let’s just say they’ve been ‘easy’ to get over on by the buyers that now control them. Again, falling victim to the buyers that make money on campaigns is what has cost Radio. Hopefully, the podcast industry will not fall victim to these same mistakes.

Industry leaders must step up together and control its destiny rather than be controlled by the buyers and/or the technology companies delivering the campaigns. I particularly appreciate that fact that podcast companies like Panoply have kept their CPM’s high, even via their dynamically inserted Megaphone Target Marketplace platform.

Excess Inventory Needs Sold But At What Cost?

We agree that there is a place for programmatic inventory in the podcast industry. But I’m most concerned about protecting the integrity of ‘live reads’ vs. selling out the excess inventory available in podcasts.

As Acast’s Chief Revenue Officer Ross Adams said in an article in TechCrunch.com earlier last summer:

Many of them (podcasts/shows) don’t have large enough audiences to either attract or make much money from custom sponsorships. With the programmatic marketplace, they don’t have to spend any time or resources dealing with advertising — the ads will just be placed automatically.“Just release your show and know that you’re starting to build a revenue stream,”

Trust me, I am all about driving revenue for content creators, networks, and publishers. But as mentioned earlier, the charm of a podcast still remains that it is not oversaturated with advertisers. And I don’t think it’s as simple as ‘just releasing your show’ to programmatic advertising and see what happens next. It has to be controlled chaos vs. the wild wild west.

The key will be having industry leaders protect what rates they accept on these platforms. But the industry must be in sync with each other or else they’ll also turn advertising units into a depreciating commodity. It will be a dog-eat dog world, devaluing the lean-in listening experience.

If you can hold rates above a $5 to $6 CPM for excess inventory, it may work. But once you start diluting rates below these levels, say goodbye to sustainable profits and hello to saturation that coincides with a less enjoyable listening experience.

Dynamic Ad-Insertions Makes Sense for Long-Tail Shows & Digital Buyers

Targeting major shows with programmatic advertising makes sense, especially for shows that have massive reach and long-tales (like Serial or any of the top podcasts that have recurring listenership dating far back). But we must limit the threshold of where these rates land or ‘buyers’ and ‘technology companies’ will once again take control of another industry, lining their pockets at the expense of publishers.

Programmatic will be an asset to podcast publishers aggregating their networks and capitalizing on excess inventory, however, they must utilize it in a way that doesn’t dilute the medium or over-saturate their shows simply for additional revenues.

Having the ability to target via dynamic ad insertions, the way Spotify & Pandora can (age, gender, interests, etc), will also attract the digital buying community, finally choosing to give podcast advertising a chance to compete with a digital buy.

Responsibility Is The Key But History Typically Repeats Itself

Finally, with programmatic advertising comes great responsibility. Will industry leaders choose to dilute rates simply for short term revenue spikes? Will independents align with technology companies promising revenues through cheap, bottom feeder programmatic rates? Will ‘middlemen’ continue to make money off the back of publishers?

The key: Do not fall victim to the mistakes we’ve seen simply by accepting bottom-feeder rates to fill inventory gaps. We’ve seen this in all major media mediums, both traditional and digital.

Axios Media Trends summed it up brilliantly:

News publishers and advertisers are both economically incentivized at this point to cut out the “middle men” in the digital advertising supply chain. Procter & Gamble Chief Brand officer Marc Pritchard told Axios last week he thinks only 40% of ad dollars make it to publishers after ads are done going through ad tech middle men

Retaining 40% is pathetic. It’s time to bring control back to the publishers and content curators.

But history typically repeats itself…and greed typically trumps intelligence.

Everyone is going to want a seat at the programmatic table…but at what cost?

And that’s why I’m worried.

 

New Podcasters Ready to Promote Shows? A Look at Facebook Advertising

Posted on by Kurt Laufer

With social technology expanding every day, it has never been easier to connect with your customers and clients. For content creators, the era of social media allows small content providers to effectively promote and market their podcasts in an economical way to a very targeted demo, ultimately incrementally growing your listener base.

For independents, entering the realm of content creation, Facebook advertising has provided a powerful marketing platform to deliver their content in front of their exact demographic.  Targeting via likes, interests, hobbies, age, demo, etc. provides a broad target to choose from.  If you’re ready to experiment in expanding your podcast into uncharted territory, then Facebook advertising may be your answer.

Are you ready to have others discover your podcast?

The first thing you have to ask yourself is ‘are you really ready’ for others to discover your podcast?  For the new podcaster, it’s important to have a number of shows already ‘on the books’ as well as a consistency on when you will push out your next show. Obviously, one of the most important goals is to get more people to listen to your content, but until you are fully prepared with a consistent plan of distributing new content, don’t bother investing in a marketing strategy.  Before you can start any marketing campaign (podcasts or otherwise), make sure to quantify exactly what your goals are. A generic goal such as “get more listeners” will invariably lead to failure because you won’t be able to move forward afterward if you don’t have a consistent plan on distributing future shows. Be overly prepared before attempting a marketing strategy.

Are You Going to Measure ROI of Your Advertisement?

What is the cost-justification of placing a Facebook ad to promote your podcast? Are you setting a target goal for new listeners to subscribe to your email list or RSS feed? Facebook ads are an analytics dream, as you are able to monitor and track how well your ad does. Facebook allows you to experiment with targeting, and you can easily track your progress. But you need to set measurable goals to justify the opportunity cost of investing in Facebook ads.

Facebook ads easily track how many visitors clicked through to your site after your ad went live. For podcasts, the primary way of measurement is to track daily downloads. Be sure to monitor your average daily downloads prior to your ad so you can make an assessment of success. This way, you will have reliable data from which you can analyze the success of your campaign.

Why Not Set Up A Trackable Landing Page?

To get a clear understanding on measurement, we recommend setting up a campaign to a vanity url where your podcast can live. In this case, it will be “clicks to website.”  On your landing page, you can have detailed information about your podcast, scheduling, opt-in emails, and a link to iTunes. This way, by having a landing page and driving your ad to a specific URL, you can easily track the success of your campaign.

Facebook provides you detailed reporting on clicks you to your site. You can then create a metric based on web visits & contract it to the number of downloads. For example, if you have one hundred people clicking on your podcast URL and 35 downloaded the show, you can measure success as a 35% download rate. From there, you can tweak your content or your ad targeting, based on the success of your campaign.

Mobile vs. Desktop Ads

When creating a new marketing campaign, it’s important that you know where to reach your audience. While desktop ads can be effective, far more Facebook users are accessing their feeds on a mobile device. Think about it, do you normally check Facebook on your computer or your phone?

Similarly, podcast listeners will usually listen to content when they’re out and about, on-the-go…while waiting in line, riding the bus, etc. So that means that it’s imperative that you reach out to your new customers where they are swimming. That means focus on mobile ads, not desktop. Additionally, you can go one step further and limit your ads to iOS or Android devices, depending on who hosts your podcast.

Targeting Your Audience

Back in the old days, you would run an ad campaign that would target as many people as possible, with the hope that a certain percentage would pay attention and act on the ad campaign. These days, however, you can target specific demographics in a way that was not possible before. Thus, depending on the content of your podcast, you can potentially find everyone who would thoroughly enjoy it, thus creating higher conversion rates.

For example, if your podcast is about the aviation industry, you will want to target people who have interests within that industry. If you talk about movies, then you will want to target cinephiles and movie buffs. No matter how niche your content is, you can find a market for them. That makes Facebook ads so appealing…the targeting aspect.

If you want to cast a wider net, then Facebook will allow you to market to people based on a vast array of interests. If a specific episodes covers a unique topic (or interest), you may change the targeting based on the episode & the target.

Ad Type & Images

So now that you know who to target and how to track your progress, what do you do about the ad itself? There are two options available to you: image and video ads. Both of them have their strengths and weaknesses, so let’s break them down.

If you have a logo for your podcast, then be sure to use it for branding purposes. However, a logo is not enough to grab people’s attention. You can use images of yourself, your podcast setup, and possibly your guests if you interview other people. If you manage to get a high-profile guest, then use a picture of your guest embedded with your logo.

For the most part, though, image ads have to be bold and captivating to get your audience’s attention. You may want to have a graphic designer create a Facebook ad that elevates your messaging.

Video

As far as advertising goes, video ads are becoming much more popular on Facebook. Perhaps the prevalence of clip-based media such as Snapchat and Instagram is helping to drive this trend, but nonetheless, videos are hot right now.

The best way to create a video ad is to follow this simple formula.

  • Keep it short (10-15 seconds)
  • Talk to your audience directly
  • Pitch your podcast as if you’re selling it as a product
  • Show some behind the scenes footage
  • Make yourself the star

Overall, as long as you can make your video ad engaging and compelling, then your audience will be more apt to tune in. If you are boring or unimaginative, then you will turn people off, which could wind up hurting you more as you become more infamous than famous.

Conclusion

When it comes to making sure that your podcast stands out from the crowd, Facebook advertising can help drive a new loyal audience, and it can help put small independent podcasters successful. At the very least, it will provide you online relevancy…which won’t hurt!  However, the most important thing to remember is that your content has to be ‘ready-for-the-public’, and must have consistency in distribution to provide sustainable value. If you have a terrible podcast or don’t consistently upload fresh content, then no amount of advertising will help you.

In short, produce excellent content on a regular basis, and your audience will grow naturally while using Facebook as a marketing tool.

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