“In 2022, 82% of marketers plan to continue investing the same amount or increase their investment in podcasts or other audio content” (HubSpot). With the podcast space growing, what has been the draw for advertisers to promote their businesses on these platforms?
- Long-term marketing exposure
- Ads read by podcast host are viewed as authentic
- Some placements allow for visibility to be permanently secured
- Dynamic insertion allows for layering on targeting
As of early 2022, there are 2.4 million podcasts, averaging about 66 episodes per podcast. So, what does that mean for marketers? Simply put, the growth in podcasting has created countless advertising opportunities. Companies do not struggle when identifying podcasts that align with their brand and target audience. This form of advertising is a wonderful way to make impressions while diversifying your media strategy. With the inclusion of display retargeting, marketers can reconnect with those individuals who have already listened to their audio campaign on the given podcast. This retargeting tactic allows you to maximize frequency to increase brand recognition.
Another benefit of advertising on podcasts is that there are virtually no ad blockers. In fact, listeners tend to enjoy hearing advertisements on podcasts, as they are perceived as memorable and personable when coming from the host. Not to mention, advertising on podcasts additionally reaches higher audience engagement and conversion rates. “While TV yields a 3.1% lift in conversion, compared to print with 2.4% and digital display at 1.1%, podcasts come in at 34% lift on average!” (Audiogo). When a podcast host build following, their followers are likely to understand these promoted ads as “if they say it’s good, it’s good;” which leads to an increase in brand loyalty.
With podcasts increasing in popularity more every day, there are extended opportunities to get your ads heard by the right audience. Other platforms like Google and Facebook have gradually matured over the years, while podcasts are still in their infancy and will continue to rise in the future. Explore your marketing strategy by implementing unique touches to your game plan. Advertising on podcasts has proven to be a success, so what’re you waiting for?
Cybba has experience with Spotify, one of the biggest podcast listening platforms in the world. For more information on how to get started with advertising your brand on podcasts, contact us today at Marketing@cybba.com.