Promote Your Business With Podcast Advertising
The annual report on consumer media and technology use noted that 47% of Americans surveyed aged 12 and over had listened to a podcast in the past month, 12% more than the year before.
Tuning into podcasts has become a regular habit for many of these respondents, with 34% stating they’d listened to at least one podcast in the past week, up 10% from the previous year. As interest in podcasts increases, it makes sense to put your business in front of this growing audience through podcast advertising.
What Is Podcast Advertising?
Podcast advertising refers to marketing content that’s integrated into audio programs known as podcasts. Listeners download or stream podcasts, which cover a wide range of topics, including news, entertainment, parenting, true crime and more. You can think of podcast advertising as a modern version of radio advertising.
Types of Podcast Advertising
There are several different types of podcast advertising, including:
- Prerecorded advertisements: Businesses record these advertisements and send them to podcasters, who insert them into their podcasts.
- Host-read advertisements: Podcasters read these advertisements while they're recording their podcasts.
- Long-form advertisements: Podcasters may focus a whole segment or podcast episode on a specific brand or subtly mention the brand throughout their programming.
Prerecorded advertisements can be an appealing option for businesses wanting total control over the sound and feel of their podcast ads. In this way, an organization can deliver consistent advertising that maintains its branding.
Other businesses prefer host-read advertisements and long-form advertisements because they seem more natural and seamless. Listeners often trust their favorite podcasters and their recommendations, so these advertisements can build confidence in the brand. Long-form advertisements are typically the most expensive option, but they’re usually the most informative and effective at increasing brand awareness.
Benefits of Podcast Advertising
It Can Expand Your Audience
Unlike radio stations that broadcast within a local area, podcasts are available on global websites and digital platforms. That means when you advertise on podcasts, you’re potentially marketing your business to listeners beyond Tampa. Podcast advertising can help you connect with customers across the United States and the world.
It Can Target a Very Specific Audience
While radio and television stations focus on catering to the masses, podcasts often appeal to niche audiences. If your products or services suit a specific demographic, podcast advertising can help you connect with its members. For example, our platform has podcasts that target people who love the Beatles, geek culture and pro wrestling.
It Can Build Trust in Your Brand
Listening to a podcast can be an intimate experience. Over time, listeners often report that they feel they know their favorite podcasters and even think of them as friends. This connection leads them to trust their preferred podcasters and the brands they endorse.
It Encourages Action
Podcast listeners tend to be an engaged audience likely to act on the advertising they consume during their favorite programs. Spotify says 54% of podcast listeners are more likely to consider purchasing from a business highlighted during a podcast. More than 80% have taken action, such as researching a product online or following a brand’s social media accounts after hearing a podcast ad.
It Helps You Reach People, Reducing Screen Time
Spotify also reported that 56% of people want a break from the visual stimulation of screen time. In addition, a recent ExpressVPN study found that 46% of Generation Z and 33% of Millennials are already taking effective steps to reduce screen time. As an audio advertising medium, podcast advertising helps you connect with these individuals.
It Helps You Advertise Throughout the Day
People often listen to podcasts when using a screen isn’t practical, such as while they’re completing household chores, exercising or working. Advertising during podcasts means you can connect with people at virtually any time, not just when they’re viewing a screen. By increasing your marketing opportunities, you may increase your brand awareness and profits.
It Improves Your Online Visibility
While podcasts are audio content, related text-based content can improve your online visibility. For example, you may see your business mentioned in podcast transcripts, descriptions and show notes. All this content can boost your search engine rankings and drive online traffic to your business’s website and social media pages.
It’s Cost-Effective
Podcast advertising is a relatively affordable alternative to traditional advertising. You can create a high-quality podcast advertisement with only basic audio equipment and software. Unlike radio and television advertisements, podcasts and their advertisements are downloadable through online platforms months, even years after their release, so you’ll see real value over time.
Tips for Podcast Advertising
Strategic planning can help you make the most of podcast advertising. Apply these tips to increase the chances of a successful podcast advertising campaign:
- Research your target market so you have a clear understanding of who you're advertising to.
- Identify podcasts with listeners who match your target demographic.
- Assess the metrics of best-fit podcasts, including their download numbers, listener count and social media following.
- Understand that bigger isn't always better when targeting niche audiences.
- Decide on the right type of podcast advertising for your business.
- Give a clear call to action that clearly tells listeners what to do.
- Use unique coupon codes or URLs so you can easily gauge results.
- Monitor the performance of your podcast advertising to help you improve the results of future campaigns.
Reach Your Target Audience With Podcast Advertising From Beasley Media Group
Cut through the noise by advertising on podcasts from Beasley Media Group. Our bPod Studios hosts a curated selection of top podcasts, with over 2 million downloads. Target local listeners with advertising on Podcast Radio US Tampa Bay, or expand your reach to national and global audiences through podcasts covering sports, parenting, relationships and more.
We promote our podcasts across more than 50 Beasley terrestrial stations and digital platforms, including social media and mobile apps, to increase your reach. Contact us to learn more about how our podcast advertising can help you increase your sales and brand awareness.