Podcast of the Month: Comedy Bang! Bang!

The Top Podcast Podcast of the month is: Comedy Bang! Bang! 

Comedy Bang! Bang! (CBB) is an improv comedy podcast hosted by Scott Aukerman. The show features a variety of comedians acting as strange characters, as well as famous actors and comedians who come along for the ride. CBB is approaching it’s 700th episode and has been recording since 2009, but the show remains as funny as ever.

Host Scott Aukerman has reached the pinnacle of podcast success,  bringing his podcast to life in the form of a television show, which aired for 5 seasons on IFC. His show has introduced numerous hilarious comedians to an audience hungry for silly and funny content. You can expect to hear comedians like Paul F. Tompkins, Lauren Lapkus, Ego Nwodim and Thomas Middleditch as myriad of crazy characters. Comedy Bang! Bang! is a vehicle for escapism, a way to shut down the craziness of the outside world and bask in some nonsense.

December is the best time to hop on the CBB-bandwagon, as the show recaps the years best episodes.

Listen to Comedy Bang! Bang!

podcast logo kyw

Honorable mention: KYW Newsradio In Depth 

KYW Newsradio In Depth is a news program that applies a local approach to many national news stories. Interested in learning about changing drug laws? Listen to KYW journalist Charlotte Reese explain the elections effect on the drug war. Interested in learning about Joe Biden’s cabinet? Listen to KYW journalist Matt Leon interview a former Federal Reserve chair. In Depth lives up to its namesake packing a ton of information into bite-sized episodes.

The Best Podcast Apps Available in 2020

There are a variety of seemingly similar podcast apps available for podcast listeners and creators. Top Podcast wanted to highlight some of the differences between the applications you’ve likely seen and heard about.

iTunes Podcast App

The term “podcast” is a portmanteau combining the word “iPod” with “broadcast.” Before iPhone apps, podcasts were just another option on your iPod next to albums and artists. As the inventors of the medium, Apple’s podcast app remains the primary method of consumption for podcast listeners around the world. 

The iTunes Podcast Charts remain a status symbol in the podcast world. Appearing on the iTunes Top 200 is a goal for most serious shows.

Spotify

Coke vs. Pepsi, McDonald’s vs. Burger King, and iTunes vs. Spotify. Spotify has emerged as a “market disruptor” in the podcast application space. Acting as a content platform, producing platform specific content, and actively competing in the market has positioned Spotify as leader in the podcast world. 

SoundCloud 

SoundCloud is one of the few platforms that does not require an RSS feed. This is a great platform for testing podcast premises and pilot episodes. Inexperienced or first-time podcasters can take advantage of SoundCloud’s open platform and feel the validation of being featured on an otherwise popular streaming site. SoundCloud’s down side comes in the form of content limitations. 

SoundCloud is great for individual uploads, not the best choice for a series.

Audiomack

A prominent alternative to SoundCloud, Audiomack allows for both single uploads and RSS feed connection. Primarily built for rappers and musicians, Audiomack’s podcast hosting is relatively ripe and welcoming to new shows. 

Audiomack is not a podcast app that most podcast hosting sites automatically connect to.

Stitcher 

Once a minor feature inside the Deezer music streaming app, Stitcher’s acquisition by Midroll Media bolstered it’s brand. Podcast listeners will be familiar with ads for Stitcher premium, a commercial free subscription service with exclusive content for $4.99 a month. Otherwise Stitcher remains a primary fixture in podcast space. Most hosting sites will place podcast episodes on Stitcher’s free app. It’s simple interface makes for a cleaner user experience than most apps. 

Castbox

A primary feature that draws people to Castbox is it’s compatibility with Google Home and Amazon Alexa. Through Castbox you can cast podcasts through your at home devices without a hiccup. 

Castbox allows podcasters  to “Go Live” essentially converting podcasts into live radio shows. This Hong Kong-based application offers opportunities for podcasts to be submitted and featured. This website aggregates most popular podcasts, so most hosting sites automatically feed into Castbox. 

Pocket Cast

The subtle differences between these podcast apps are what enables them to compete in the market. Pocket Cast is compatible with Sonos speakers, allows listeners to “trim the silence” out of their favorite shows, and advanced filter settings. Pocket Cast scoops most podcasts from RSS feeds provided by popular hosting sites, but also allows for submissions.

Luminary

Luminary is a subscription based podcast service touting its original content as their primary selling point. Popular shows like “Guys We F*cked” and the “I Am Rappaport Podcast” moved behind Luminary’s paywall, while they continue to produce “The Trevor Noah Show” and other new concepts. 

Podbean

Podbean operates as a podcast hosting site, but also allows listeners to listen to it’s content on their app and website. This sight costs a little more than other hosting sites and doesn’t necessarily have all the bells and whistles that other hosting sites provide. Podbean does have brand recognition within the space & serves as a jumping off point for a number of podcasters.

Radio Public

Radio Public is a podcaster-centric hosting site with a listening application. Their selling point to podcasters comes in the form of a “Podsite.” Every podcast hosted through Radio Public has an auto-generated website that comes with. Hyper-focused on attracting podcasters with unique features, their website lags behind the times. 

Patreon

Patreon is not a platform specifically for podcasts, however many shows have found a home here. Existing podcasts use Patreon as a home for exclusive content, this is a way for young or independent podcasters to monetize their show without advertisements. Patreon’s user experience is lackluster, often downloads are unavailable and the app is unusable.

iHeartRadio

Regardless of whether or not a show is affiliated with iHeartRadio, it can be found on the iHeartRadio app. Despite being one of the largest media conglomerates in the world, their podcast app still functions as an aggregate hosting site scooping up most popular podcasts. Shows available on iTunes and Spotify can be found here, plus iHeart’s exclusive content.

How to Make your Podcast Stand Out

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. 

The Power of Podcasts Deliver Unblockable Ads & Higher ROI

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

screenshot-2016-06-11-13-32-09-1024x635

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.

screenshot-2016-06-11-13-41-12-1024x620-1

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.

screenshot-2016-06-11-13-13-35-1024x815

 

screenshot-2016-06-11-13-57-11-1024x690

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.

screenshot-2016-06-11-13-23-23-1024x692

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!

The Rise of Native Advertising Bodes Well for the Podcasting Industry

Native advertising, sponsored content marketing, and branded content are used interchangeably within the digital advertising industry. It’s a powerful form of advertising that drives consumer reaction and drives activation. But how often are you hearing podcast advertising interchanged within this digital portfolio pool? The answer…not enough!

The rise and embracing of native advertising should provide a boon to the podcasting industry as it’s a natural extension to what the platform already organically delivers. But how many sales professionals working within the podcasting industry truly understand the meaning of native advertising vs. content marketing vs. branded content, specifically when we are speaking with potential advertisers?

We must be able to clearly make the distinction; so here’s a closer look at each of the terms, from the perspective of a digital marketer:

We must be able to clearly make the distinction:

Native Advertising:

“A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Communication about a brand or service that is defined by sharing two or more of the form, context or functionality of its host media platform

Content Marketing:

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and ultimately, to drive profitable customer action. Communication by or about a brand, service or corporation that is not advertising and which shares all of the look (or manner), context and functionality of its host media or platform.

Branded Content:

Where media companies are becoming producers of brand content, yet they typically do not allow this content to be distributed on other platforms beyond their own. Contrary to embedded marketing, where the brand is placed within the content, branded content places the content within the brand

It’s imperative – and unforgivable for those of us that sell podcast advertising –  to not be able to clearly articulate how podcast advertising organically syncs up to native advertising budgets. It’s dismissive and arrogant not to understand the difference between the three advertising arms, as we cannot allow digital advertisers to continue to discount the power of podcast advertising campaigns. It’s time to control the narrative, especially when communicating with brands and digital buyers. We must speak their language, in order to sell ours.

So how does podcasting sync up beautifully to Native Advertising?

  1. Organic host-read ads are embedded into the fabric of a show deliver amplified engagement with the audience
  2. Podcast hosts typically choose and approve their advertisers, as they understand the content and attitudes their audience has – so, a host-read ad must align with the show organically
  3. Authenticity Matters: As hosts read a sponsored ad, the audience feels a unique kinship to the brand. Many hosts go to great lengths to makes sure new brands have on-boarding calls in order to align messaging that is clear and concise, yet natural and organic.
  4. Hosts Like To Use Products They Pitch: Typically, the hosts would have already tried out the product prior to doing a live read. The listener can hear it in the hosts voice when ‘they love a product’. This creates the unique charm between the host, the brand, and the listener.
  5. Activations and customer reactions can be clearly measured through vanity URLs and sales results, allowing clients to validate the ROI

Consumers desire quality, engaging content. This is exactly what podcast advertising provides, in an authentic, organic manner. Authenticity is imperative to native content and brand publishing programs.

While extending existing digital native campaigns to the podcasting world makes sense for advertisers, we must do a better job to further educate digital buyers (and companies) on the value and responsiveness of podcast advertising.

Podfluencers are Brand Amabassadors

Digital ‘Influencer’ campaigns require ‘in-sync coordination’ to ensure messages are consistent and amplified on multiple consumer channels.  More often than not, the podcast medium has not been recognized by digital buyers as one of these channels. Bought, earned and owned media must be integrated for maxim effectiveness. That’s why podcast advertising along with the explosion of native content positions the podcast industry favorably. The power of a ‘podfluencer’ and the impact they have on their audience can’t be underestimated.

The Industry Must Be Better Advocates & More Savvy At Digital

At the end of the day, we as advocates for the podcast industry must make sure we are a part of the native advertising conversation. This only comes with consistent education and advocacy while demanding that your podcast sales teams have a clear grasp of digital terminology and integrated strategies.

Our industry must understand the complex data-driven strategies being executed by our digital brethren. If we act as a ‘one-trick pony’, only focusing on audio delivery, we are doing the podcast industry (and our clients) a huge huge disservice.

Let’s forge a united front and make sure podcasting advertising becomes a part of ‘every integrated digital conversation’. In my eyes, Podcast Advertising is the purest form of native content!

INTERESTED IN PODCAST ADVERTISING? INQUIRE TODAY via our PODCAST BUSINESS CENTER!

 

Advertise on a Podcast Today!

The #TopPodcast Research Center Is Open For Business

Who doesn’t want a one-stop shop when it comes to the vast amount of industry analytic tools & data available, especially the industry insiders & audio sales executives that need information quickly.

That’s why #TopPodcast has incorporated the most relevant digital audio data compiled and distributed by the power players in the digital research world, including:

  • Edison
  • IAB
  • Bridge Ratings
  • comScore
  • Nielsen Scarbourgh
  • eMarketer
  • Pew Research
  • Tow Center for Digital Journalism
  • Knight Foundation
  • NiemanLab

Previously behind a subscription email wall, we’ve opened it up to the public for 100% unlocked access. Click on the below picture to enter the #TopPodcast one-stop industry research center!

CLICK HERE TO VISIT THE RESEARCH CENTER NOW

Click to Visit Our Research Center!
Click to Enter Research Center

What’s More Important to an Advertiser: Sales Results or Industry Accepted Measurements?

Let’s, for once, look at Podcast Advertising strictly from the clients POV and not from the perspective of the IAB (Internet Architecture Board) or any other Agency that holds podcast measurement on a pedestal beyond any other digital medium.

As the IAB states in their Podcast Ad Metrics Guidelines,

“Podcast audiences represent a growing segment of effective marketable media but inherit challenges of legacy consumption platforms. This restricts the ability of advertisers to obtain the same data parity found in other digital mediums, limiting participation of some advertisers”.

Let’s be clear. It only restricts those advertisers that have failed to test the platform or lack the understanding of how podcast advertisers measure results.

A Complacent Digital Buying Community

Because the podcasting advertising industry has been adversely impacted by a digital buying community that has been complacent when it comes to understanding the value of the platform, many have accepted these limitations as defined by those that place podcast ads on the same ‘parity level’ found in other digital mediums.

By allowing others to define the podcast ad narrative, it’s no shock that we’ve accounted for less than 1/3 of 1 percent of digital advertising. Why have we allowed others to define this narrative? From a client’s POV, the most important derivative are sales results that justify an investment. Additionally, podcast advertising provides an opportunity to expose a brand to a new audience with years of brand loyalty to give.

Some Brands Have Figured It Out, per DigiDay

As I’ve previously pointed out, brands lick Mack Weldon have figured out the formula, a previously highlighted by 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.

The article in DigiDay also clearly stated:

“Podcast advertising also has a great potential for smaller advertisers who are looking for measurable ROI on their ad spend, because they can track each episode’s performance simply through promotional codes and vanity URLs told by the podcaster. Metrics aside, there’s a halo-effect around the advertised products and services that good content provides.”

Sales vs. Sexy Spreadsheets: What Matters More to Your Agency?

To the digital buying community, too often than not its the methodology and reporting unfortunately seem to trump sales. As long as they can provide a third-party spreadsheet that looks sexy, then the industry is doing its job. How often do you hear a 24 year-old digital buyer specifically inquire:

How many sales did you derive from this single campaign or what was your specific cost of acquisition?

 

I’m not sure if they even know how to ask these kind of questions…but they certainly have successfully mastered the art of providing pretty spreadsheets. Ultimately, if the sales results aren’t there, then reporting or methodology doesn’t much matter.

When it comes to digital advertising, the podcasting industry has allowed itself to be measured apples to apples, the same way the digital community measures VTC (video to completion rates), banner viewability, and/or CTR (click through-rates). If you didn’t get the sales results, how important is the measurement reporting? Show me the sales and I’ll show you a good report. And that’s where podcast advertising works.

Sales & Attribution: That’s All That Matters

No longer should the industry allow the narrative to be driven by an agency that calls out the medium for the lack of measurement. Yes, we absolutely need to drive technological advancements and demand that our industry is 100% unified in accepting and developing methodology for delivery. But the podcasting industry needs to amplify the fact that we hold ourselves accountable to what advertisers demand…actual sales results where true attribution…which can be measured in our industry by trackable promo codes and vanity urls.

The emotional connection podcasting advertising provides to its audience is unlike any other digital medium, let alone any other mainstream advertising platform. Its success can’t be defined by a third-party spreadsheet or convenient dashboard.

Together, through the power of advocacy and education, we can regain control and change the narrative. Yes, podcast advertising should now be a part of all integrated marketing conversations..and we must showcase it’s unique charm to drive sales.

Interested in advertising? Reach out to our powerful, agnostic PODCAST ADVERTISING NETWORK! 

The Instersection of Digital Marketing & Podcast Advertising – Not an Oxymoron Anymore

Do opposites attract? Psychologists say that couples who are too similar to each other are less likely to last. When it comes to digital marketing and podcasting, the collision course has been very complicated.

Why So Complicated?

The digital buying community, more often than not, perceives podcasting as the opposite of the digital medium…associating podcast advertising too closely to the terrestrial audio world.

Analyzing this pre-conceived notion more closely, it’s time to change this mindset. Here’s why:

Podcast Ads are the Purest Form of Native Advertising

The characteristics of podcasting ads– to the novice advertiser dovetail with terrestrial radio. Many view it as a spoken-word format. But a deeper dive assessing the true characteristics of podcasting advertising drives a new narrative…one that advertisers must understand. Specifically, podcast advertising is the purest form of native advertising.

Beyond native advertising, many companies are now creating podcasts as a form of branded content, using it as a marketing platform for their organization.

Native Advertising Walks A ‘Fine Line’

In regards to native advertising, podcast personalities walk a fine line when it comes to host-read ‘advertisements’ vs. actual personal ‘endorsements’. It’s this murkiness, if you will, that has led many direct response advertisers to successfully find a home within the industry. Ultimately, digital marketers love native advertising, and there’s nothing more native than an organic live-read embedded into the fabric of a podcast.

Digital Buyers Typically Stick With What They Know

Generally speaking, birds of a feather flock together. Digital advertisers stick to what they know: SEO, PPC, video, banners, traditional native digital ads, e-mail, social, mobile, etc. However, podcast advertising is aggressively knocking on the digital door. We want to come in. We want to swim in your $70 billion advertising pool.

But because of a lack of clarity and advocacy, it’s been tough to get the respect we deserve, specifically from digital buyers.

Why is this? Because we have failed to aggressively demonstrate that we deserve to be treated on the same level of digital advertising. 

A Lack of Education Has Allowed Others To Control the Narrative

Because of the lack of education, specifically within the digital buying community, podcast advertising has not been readily accepted as a pure digital product. Despite the fact that podcast industry revenue continues to grow at a double-digit clip, it is a mere blip of digital’s massive $70 billion annual advertising take.

Just look at the typical ad agency. Many audio buying teams still manage podcasting buys for their clients. Digital buyers aren’t reallocating dollars to podcasting as aggressively as they should. Remarkably, many advertising agencies don’t even have podcast experts within their ranks, which again, creates a disregard for podcast advertising as a legitimate digital offering.

The segregation of podcast advertising needs to change, specifically for national clients focusing on direct response campaigns and storefront businesses that have capitalized on e-commerce strategies.

Podcast Advertising Delivers Multiple Digital Properties

Within the podcast industry, listener retention is high & engagement is exceptional. Podcasting Advertising is unique on the digital spectrum because:

  • Podcasting Ads are the purest form of Native Advertising
  • Podcast Ads deliver Content Integration
  • Podcast Ads can be Branded Content

While all three digital strategies are used interchangeably, it’s imperative that those of us that sell podcast advertising can tell them apart. If publishers & their sales teams fail to understand the distinction between native advertising and content integration and native ad placements, then we will fail to articulate how podcasting advertising can be integrated into any complex digital strategy.

Bottom line, it’s an integrated world we are living in and we must as educated as our clients…digitally.

ROI Is What Really Matters

Digital advertisers, much to their displeasure, are held to higher standards than traditional ad mediums when it comes to attribution and measurability. And measurability has been a crutch that has held the podcast industry back too.

While the podcast industry is challenged because of our lack of ‘internal’ measurement, it’s time to amplify the success stories podcast advertisers have when it comes to delivering actual results.

After all, it’s the ROI that matters to a client, not external third-party spreadsheets that highlight viewability, video-to-completion rates, impressions, and click-throughs.

Activation & Results Trump Pretty Spreadsheets

What does podcast advertising do best?: ACTIVATE!  While our self-inflicted limitations in failing to embrace an ‘industry-accepted delivery method’ inhibits advertiser participation, podcast ads deliver direct results that trump any industry prejudice. We must do a better job amplifying this narrative with new advertisers.

After all, how much noise did the industry make when comScore and Wondery released a study last summer saying:

Two-thirds of podcast listeners have engaged in various research and/or purchase related behaviors as a result of advertising exposure from podcasts. Among all forms of advertising on mobile devices, podcasts create the highest improvement in perception. And among all forms of digital advertising, podcast ads are considered the least intrusive.

Now that’s a powerful statement that most digital advertisers have no clue about!

comScore Says People Prefer Ads in Podcasts Over Any Other Digital Medium

We should have been screaming on the doorstep of every digital agency, in a unified manner, what this study means. Every publisher should have sent press releases to every agency, highlighting the message that this study uncovered. Yes, Ad Week headlined the fact that “comScore Says People Prefer Ads in Podcasts Over Any Other Digital Medium’ (June 3, 2016), but it’s not enough to rely on others to tell our story.

Podcasting & Digital Advertising – Not an Oxymoron Anymore

TopPodcast.com is here to Advocate, Amplify, and Educate! We will knock on doors to make sure that the digital buying community clearly understands what is occurring on this side of the digital-audio universe. But it’s high-time that the industry decides to unite together in becoming more digitally savvy, allowing us to communicate the power of podcast advertising more effectively.

Bottom line, when viewed through a digital lens, podcasting advertising is not incongruent, let alone an oxymoron anymore! It’s one of the purest forms of native advertising in the marketplace.

Interested in exploring Podcast Advertising? Contact us through our Podcast Business Center!

 

Nielsen Validates the Power of a Podcast Advertising: Host-Read Ads Outperform Pre-Roll In Driving Purchase Intent

Another study continues to validate why major brands are pivoting to podcast advertising, which was highlighted earlier this week in Inside Radio. Bottom line, the study demonstrated the power of host-read ads which are providing ‘the ultimate referral’ for brands.

According to a study from the ‘Nielsen Digital Media Lab’:

70% of those exposed to podcast advertising agree the podcast ad they heard increased their awareness of new products and/or services. 62% of respondents correctly recalled the brand advertised within the podcast clip and indicated the ad made them consider new products/services

Copyright 2017 The Nielsen Company

Host-Read Ads Outperform Video Pre-roll

This fact can’t be understated: 

More than half of the podcast ads tested outperformed video pre-roll in driving purchase intent lift

Additionally:

  • Of the 46 podcast ads tested in the study, 26 outperformed a comparison video pre-roll ad in driving lift in purchase intent for brands advertised
  • Of the 26 out-performers, 85% included sponsorships that were host read

‘Authenticity’ of a Host-Read Advertisement Matters

According to the study:

Host read ads included in the study were significantly more likely to be described as authentic and believable, and two times less likely to be perceived as forced.

What this study means? 

The study validates that podcast advertising’s biggest asset is the ‘lean-in’ experience between the listener and the host. LIVE-READS within podcasts aren’t going anywhere despite the fact that programmatic and dynamically ad-inserted spots are becoming more relevant in the industry.

The unique connection between the host, the listener, and the brand is real…and while social media gets all the attention when it comes to ‘influencer marketing’, there are no stronger advocates for brands than powerful podcast hosts. Because a podcasters are ‘storytellers’, live-read ads comes across in a connected manner to the listener. And the audience is compelled to ‘act’ as they know that the sponsors support the show…or the show might disappear.

Advertisers will gravitate to the shows & hosts that maintain the authenticity and charm of a LIVE-READ spot…which ultimately walk the fine line between native content & sponsored content, aka a paid endorsement.  Nonetheless, brands and digital buyers need to take note of the power of live-reads within podcasts and the success direct response advertisers are experiencing.

An Inquisitive Listening Audience Challenging Themselves

Additionally, the respondents were asked why they listen to podcasts:

  • 66% selected ‘to learn something new’
  • Nearly half listen to a podcast to relax or be an informed citizen
  • Over 30% responded ‘to challenge my current perspective’

The Hosts Influence on a Product Matters – It’s the Ultimate Referral

As previously noted, I’ve always said that a podcast advertisement read directly by the host comes across to the listener as the ‘ultimate referral’….which is the purest form of native content. 

And the respondents agree:

  • 83% agreed that ‘the host is authentic and natural in delivering the ads
  • 78% said that they don’t mind the ads/sponsors because they know that the brands support the podcast
  • 74% said that the sponsors fit well within the content of the show
Copyright 2017 The Nielsen Company

The Digital Buying Community & Brands Need to Jump In Now

It frustrates the hell out of me, when visiting a digital agency, and hearing how many in the room actually listen to a podcast (about 60% typically raise their hand). Then, you ask how many of them have actually placed a podcast buy…and you’ll be lucky to get 10% of them to raise their hand. I experience this more often than not.

Bottom line, it’s time for the entire digital buying community and brands alike to start experimenting with podcast advertising. The time is now. Social Media Influencers have never been hotter, and that’s why it’s time to experiment with podcast hosts that are ready and able to to provide the ultimate referral.

If your business is interested in exploring the power of podcast advertising, reach out to us through our Podcast Business Center – clicking on the banner below. We can place your buy across most major podcast publisher networks and we know which shows derive the greatest returns. Get in touch with us today!

More Than A One-Trick Pony When It Comes To Podcast Advertising

For businesses, one of the most significant elements we bring to the podcast industry is a digital marketer’s mindset. Our team understands integrated strategy & we know how brands are executing multi-attributions channels on that side of the table.

Many in the podcast industry simply stick to what they know best…selling stand-alone podcast ads. And that’s ok! However, to compete in an integrated world, the industry must expand its skill-set. That’s where we come in, particularly through our Podcast Business Center, and the offerings #TopPodcast Digital Enterprises bring to life.

Changing the Narrative in the Digital Buying Community

TopPodcast.com will help drive a narrative to make podcast advertising more readily accepted within the $70 billion digital advertising industry. Born and bred digital marketers and podcast insiders, our team understands how the digital marketplace has been sprinting ahead of the podcast community.

Despite the prejudice against our industry by certain digital buyers (for our measurement limitations), direct response advertisers are experiencing tremendous success with podcast advertising. We must highlight this narrative within the digital buying community.

Through education & advocacy, we will take control of the narrative & push messaging beyond the walls of the industry. Bottom line, podcast advertising must be a part of any integrated strategy.

 The podcast medium must be accepted as a true digital product and no longer pushed off to the side by digital buyers to terrestrial audio planners

More Than A One-Trick Pony – We are Tactical Digital Marketers

Times have changed over the last decade despite podcasting’s decade-old purity. Through no fault of their own, many in the podcast industry have neglected to fully embrace the digital realm.

By implementing adaptive multi-attribution strategies alongside traditional podcast ad campaigns, we deliver a unique POV that most don’t. What makes our leadership team uniquely qualified to join the podcasting party? We understand all digital platforms, we understand the importance of analytics and we’ve created experiential marketing campaigns.

We dive into a companies digital strategy. It’s an integrated world that’s evolved since the inception of podcasting & we believe in delivering more than a stand-alone podcast buy.

 

The stand-alone approach of selling is no longer acceptable when it comes to delivering a podcast audience. It’s not just about ‘maximizing success for brands in premium podcasts’. Rather, it’s about having the digital knowledge to understand the complex integrated tools businesses are using to reach their valued audience.

TopPodcast.com has the digital expertise along with extensive podcast sales knowledge to maximize any integrated marketing strategy. And we speak your language when it comes to digital platforms.

Before you place a podcasting buy, ask your podcast agency if they understand the difference between native advertising and content marketing? Do they understand programmatic and adaptive marketing strategies that companies are executing? How involved have they been with experiential, event-based campaigns?

We have a feeling you might just hear crickets. Visit our Podcast Center today…inquire how we can help take your podcast advertising to the next level.