Podcast Advertising Guide For Beginners

Podcast Advertising
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If you’re that ambulance guy up who has anxiety disorder going close to the morgue, the idea of hanging out at some spooky and quiet morgue all week waiting to be called upon for a job.

The idea might not sound like what you would like to do, but in the long run, this type of extracurricular activity might be worth the hangout.

Hanging out where your customers are hanging out is an all-time advertising hack tip that works.

When brands are planning their podcast advertising campaigns, they usually know they will be able to reach their target audience, this is because they are sure they know where their customers hang out most.

According to Nielsen, 78% of the consumers surveyed don’t mind hearing podcast ads, and 62% would consider buying a product after hearing an ad.

Podcast advertising provides a natural native advertising experience personal, convenient, creative, and efficient. Partly the reason podcasting has taken the world by storm.

Why Podcasts?

#1. Consumers love podcasts largely for their educational value. According to research, nearly 75% of podcast listeners in the US say they listen to podcasts to learn new things (Statista 2019).

#2. More people are listening to podcasts, too. As of 2019, 51% of US consumers over the age of 12 listen to podcasts (Statista, 2019).

This is more than double the number of podcast listeners from a decade ago and also a big jump from 44% as recently as 2018.

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Number of Podcast listers worldwide from 2019 to 2024

So you see, Podcasts are a huge market and an excellent way to reach people who are ready to buy. About 54% of podcast listeners say they’re either somewhat or much more likely to consider buying from a brand after they hear an advert for that brand on a podcast (eMarketer, 2019).

If you aim to get more eyes on your brand, increase brand affinity, and grow sales, podcasting is a great option.

#3. podcast listeners are more receptive to brand messaging than most other media — second only to influencer-endorsed branded content, and beating TV, online display, and social media story advertisement.

#4. Kantar’s research also shows that podcasts have proven to be more effective than radio in shifting metrics such as favorability and purchase intent. Podcast listeners connect well with ads, and this resonance translates to strong brand growth.

Where do people listen to podcasts?

People listen to podcasts on road trips; during road walks; when they are getting ready for work or during house chores. Podcast advertising presents content in a convenient, informative, useful, and exciting way that listeners spend their free time listening to the content.

People listen to podcast messages at home and in their cars.

Examples of Podcast Advertising

#1. The Adam & Dr. Drew Show and EightSleep

In this Podcast advert, Adam Carolla & Dr. Drew Pinsky reunite the partnership that made Loveline a wild success and cultural touchstone.

In each episode Adam and Drew take uncensored, nothing-off-limits calls about sex, drug, medical and relationship issues.

Dr. Drew brings the medicine while Adam’s comedy and rants are the spoonful of sugar to make it go down.

It’s a catchy and interesting piece weaved together.

#2. Gimlet Media and Toyota RAV4

The famous manufacturer of cars prefers to use native ads on Gimlet podcasts. The ad is only 30-seconds in length yet informative.

The narrator describes all the advantages of buying such a car. The car’s unique features make the driver safe and comfortable.

The ad doesn’t include any specifications and the podcast’s name so it can be used for several podcasts and platforms.

Most Commonly Used App For Listening To Podcasts

Podcasts offer a convenient way to catch up on the news, sports, and special interests at home or on the go.

#1. Apple Podcasts

Although the app is exclusive to iOS devices, Apple Podcasts is one of the best — and most comprehensive — free podcast services available.

The platform includes over 30 million episodes and you can easily download your favourites for offline listening. You can play shows in Apple Podcasts on iPhone and iPad.

#2. Google Podcasts

Google Podcasts helps you find the best shows for your tastes with a homepage that directs you to popular podcasts based on genres and what’s trending.

 Google Podcasts is also pre-installed on Android products, making it the default podcast app for those devices. With Google Podcasts, you can find and listen to the world’s podcasts for free

#3. Spotify

Though Spotify is primarily known as a music streaming service, the platform also offers podcasts, including several exclusive titles. Spotify does have a free option, but you need a paid subscription to get ad-free

#4. Stitcher

Unlike Spotify and Audible, Stitcher puts its focus squarely on podcasts. Its layout is also one of the sleekest and most straightforward among podcast apps, downloads and support. The most commonly used app for listening to podcasts in the United States was Spotify.

#5. TuneIn Radio

TuneIn’s primary focus may be radio but it also includes some popular podcasts. There are plenty of genres to explore via the app’s search tab. The service also curates several new podcasts via its homepage so you can easily navigate different collections.

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Over the past few years, we’ve seen podcasts evolve from a niche form of media into a mainstream activity that captures the valuable time and attention of consumers.

As consumers are spending more time listening to podcasts, advertisers are investing heavily in the medium.

Podcast advertising is growing in both consumer trust and use by marketers. Are you listening to the opportunity in the podcast advertisement?

Podcasts advertising can be an effective channel for every brand, regardless of the industry you’re in or the size of your budget

Podcasts are — and will continue to be — a fast-growing media channel among consumers, and one that every brand and agency should be adding to their promotional toolbox.

Terhemba Ucha

Terhemba Ucha

Terhemba has over 11 years of digital marketing and specifically focuses on paid advertising on social media and search engines. He loves tech and kin in learning and sharing his knowledge with others. He consults on digital marketing and growth hacking.

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