Podcasts are the new way brands are reaching out to a wider audience. And why not? People listen to podcasts on their daily commute to work, while getting ready, cleaning their living space, relaxing, cooking, or doing other chores around the house. It fits every activity as it allows people to actively or passively listen to what the speaker is saying and retain things on their own accord. Moreover, podcasting platforms are super convenient! You can replay a section as many times as you want, pre-save your podcasts for offline study, download them to save them for later, and more. Podcasts are:
✔ Informative
✔ Convenient
✔ Entertaining
which checks all the boxes when working on a strategy to retain your customers! So it only makes sense for you to invest in podcast advertising.
What Are Podcast Ads?
Podcast ads are audio ad clips that are ideally 15-30 seconds long but can sometimes stretch up to 60 seconds. They are inserted at the beginning (pre-roll), middle (mid-roll), or end (post-roll) of the uploaded podcast to reach audiences with the intent of:
➡️ Increase in returns
➡️ Brand awareness
➡️ Promotion of products
Why Advertise On Podcasts?
Podcasts are truly the most influential media channel in the current market scenario. With an increasing number of people turning to them as a source of entertainment, you’ll not only get a platform to showcase your brand in the best way possible but have fun with it!
But there are many other reasons for you to turn to podcast advertising when trying to market
your brand.
Let us walk you through some of them.
🔁 Evergreen Media
As stated above, people can always go back to digging up their favorite podcasts or replaying a particularly interesting section. Additionally, new listeners would always go back to the older episodes that they have missed out on as they stumble across a podcast today. Hence, your podcast ads are a piece of an evergreen marketing campaign that would continue converting customers indefinitely.
🌱 Tap Into The Youth-Dominant Market
It is statistically proven that 66% of podcast listeners today lie between the ages of 18 to 30—Gen Z and Millennials—which make up the majority of the buying force in the DTC industry. Therefore, with a well-defined and effective podcast marketing strategy, you can have a higher chance of increasing your revenue.
🔖 Multiple Options
With a variety of podcasts spanning industries and genres, you get to take your pick from the sea of options available. You can choose the podcast to plug your ad in, based on their audience, industry, and genre, ensuring that it aligns with your brand’s tone of voice.
How Much Should It Cost You?
While podcast ads are relatively new, they allow you to make the most of the campaign you’re running. With an effective ad created by you and your team, you can find great ROIs, and for that, the average industry rates are really worth it. The podcast ads are based on CPM, which is cost-per-mile or cost-per-1000 listeners. Hence, if you pay for a 10-second slot in a podcast with 10,000 listeners, you’d have to pay $150. So, depending on how many listeners the podcast has, you’d have to pay accordingly.
- For 10-second ads, most podcasts charge $15;
- For 30-second ads, $18; and
- For 60-second ads, $25.
Of course, there is more to creating a successful podcast ad campaign than just metrics and money (although important). So in the next edition, we’d walk you through some steps to build an excellent podcast marketing campaign that works!
