Are you one of many 150 million People who commute to work daily? If that’s the case, I am guessing you have listened to a podcast or two. You are not alone. In response to Infinite Dial, U.S. podcast audiences take heed to a mean of seven podcasts per week.
The podcasting trade has repeatedly grown since 2013. In reality, Infinite Dial experiences that in 2019, 20 million extra individuals had been listening to podcasts than in 2018.
That is why it is vital to contemplate podcast promoting in your model.
Podcast advertisements have produced wonderful outcomes for sponsors. In response to Midroll, 61% of podcast listeners say they purchased one thing after listening to an advert, and podcast advertisements drive two to 3 instances extra engagement than radio advertisements.
Right here, you will study all the pieces it is advisable to learn about podcast promoting — from high podcast promoting methods to promoting charges and networks.
Podcast Professional Promoting Methods
Earlier than you get began with podcast promoting, think about this recommendation from the specialists.
Use podcasting for model consciousness, not lead era
Rebekah Bek: As a author for Ahrefs, Bek was not too long ago put answerable for podcast sponsorships. She writes her recommendation for podcast promoting methods on this Medium submit. Listed here are the important thing takeaways:
Reasonably than being a device for lead era, podcast promoting is a device for gaining publicity and model consciousness.
It isn’t at all times about measurable ROI.
Natural, not scripted, mentions carry out finest.
Perceive your viewers could have eclectic tastes
Midroll: Midroll, an organization that matches podcasters with advertisers, writes about their recommendation to advertisers. Right here is the important thing takeaway:
It is sensible to not adhere too strictly to a class. Do not assume that comedy audiences aren’t additionally entrepreneurs or that listeners to a sports activities podcast aren’t all in favour of a comedy particular. Chances are you’ll be stunned at how broad and eclectic your viewers tastes and wishes are.
Adverts learn by the host carry out higher than third-party advertisements
Jason Hoch: Chief Content material Officer at HowStuffWorks, Hoch revealed what kind of advertisements work finest for his or her model in an interview with DigiDay. Listed here are the important thing takeaways:
Adverts learn by the host carry out higher than scripted, third-party advertisements positioned within the podcast.
Listeners really feel like they’re being shouted at with third-party advertisements.
Think about producing natural mentions for higher outcomes.
Take a look at and measure the success of your campaigns
Kurt Kaufer: Associate and CMO at Advert Outcomes Media, a podcast promoting company, Kaufer wrote a survival information for podcast promoting on this Forbes submit. Listed here are the important thing takeaways:
Measurement is the important thing to figuring out success in a podcast promoting marketing campaign. Use promo codes, customized hyperlinks, and post-checkout surveys to trace success.
Be snug understanding not each advert will work at first and breadth of exhibits will must be examined to determine what works and what would not.
You need not sponsor the most important podcasts, you possibly can attain the identical individuals on smaller exhibits
Sam Balter: A podcast marketer at HubSpot, Balter wrote about his podcast promoting learnings on this submit. Plus, I spoke with him about his high podcast promoting methods. Listed here are the important thing takeaways:
Pre- and post-roll advert spots are usually cheaper than mid-roll and have a tendency to take much less time. Most advertisements have some type of call-to-action that prompts listeners to go to a particular URL or use a reduction code to get a reduction.
Podcast reputation and listenership will solely proceed to rise and so will the chance to attach with individuals in a brand new and novel method.
When sponsoring podcasts, belief the host to ship a message in their very own voice.
It is higher to go for frequency over attain. Choose a podcasts the place you should buy three to 5 advertisements versus one advert on a big podcast.
Podcast listeners are millennials, properly educated, and extra prosperous. You need not sponsor the most important podcasts, you possibly can attain the identical individuals on smaller podcasts.
Podcast Promoting Charges
The quantity you pay for podcast promoting will range relying on the size and sort of the advert.
It is also vital to take into accounts that podcasts supply completely different pricing constructions. Adverts will be bought on a value per mille (CPM) or value per acquisition (CPA) price. CPM is the associated fee you will pay per 1,000 impressions or downloads. CPA is the associated fee you will pay to accumulate a buyer. Most advertisements are bought on a CPM mannequin.
Throughout my analysis for this piece, I discovered the present common value of podcast promoting charges is a CPM of about $25.
For instance, in line with AdvertiseCast, the common CPM for 30-second advertisements is $18, and the common CPM for 60-second advertisements is $25.
Alternatively, Balter concludes the CPM usually ranges from $20 to $50.
Kaufer experiences CPM costs sometimes vary from $15 to $25.
Picture supply: AdvertiseCast
Podcast Promoting Community
A podcast promoting community is an company that connects corporations or manufacturers with revered podcasts on which to promote. The objective is to remove the friction in podcast promoting by serving to manufacturers promote their merchandise on podcasts and serving to podcasters monetize their initiatives. A couple of examples embrace:
Midroll can join advertisers with 300+ exhibits downloaded greater than 150 million instances a month. Of their advertisers portal, you will have entry to your marketing campaign’s metrics and airchecks (demonstrated recordings) 24/7. For pricing info, you possibly can contact them by way of their contact web page.
Picture supply: Midroll
2. Podcast One
Podcast One sees greater than 2.1 billion downloads yearly throughout 350 episodes produced weekly. They supply knowledge on how many individuals hear your advert and what number of instances the podcast is downloaded. Uncooked knowledge is downloaded from Edgecast, quantitative and qualitative knowledge from Edison Analysis, and digital advert injection and verification by WideOrbit. For pricing info, you possibly can fill out the contact kind on the backside of their about web page.
Picture supply: Podcast One
AdvertiseCast boasts 1,500 podcast listens, a 30,000,000 month-to-month listener attain, and seven,500 obtainable advert spots. Additionally they supply an end-to-end service the place they will handle your campaigns for you. Of their promoting portal, you possibly can analysis the exhibits you need to sponsor, handle your advert campaigns, and entry your reporting metrics. For pricing info, you possibly can contact them by way of their podcast promoting kind.
Picture supply: AdvertiseCast
Podcast Promoting Statistics
1. 70% of US inhabitants is conscious of podcasting (supply: Infinite Dial, 2019)
2. Podcast promoting income is forecasted to exceed $1 billion by 2021 (supply: Interactive Promoting Bureau and PwC, 2019)
three. Model consciousness and branded content material campaigns proceed to make up a bigger a part of how advertisers select to achieve their viewers. (supply: Interactive Promoting Bureau and PwC, 2019)
four. 51% have listened to a podcast (supply: Infinite Dial, 2019)
5. Host-read advertisements proceed to be the popular advert kind, representing rather less than two-thirds of advert sorts in 2018. Announcer-read/pre-produced advertisements make up a lot of the different one-third. (supply: Interactive Promoting Bureau and PwC, 2019)
6. Price per thousand continues to be the dominant pricing technique in 2018. Price per acquisition is not important. (supply: Interactive Promoting Bureau and PwC, 2019)
7. 32% have listened within the final month (supply: Infinite Dial, 2019)
eight. 60-second promoting spots had been the preferred spot size in 2018. 90-second promoting spots weren’t far behind. (supply: Interactive Promoting Bureau and PwC, 2019)
Podcast promoting is a advertising tactic that’s persevering with to develop. As a majority of individuals have listened to a podcast, and engagement charges are rising, manufacturers can not ignore podcast promoting.
Need to study extra about podcasting? Take a look at our weblog, Every thing You Must Know About Beginning a Podcast in 2019.