THE BENEFITS OF ADVERTISING ON A PODCAST
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Podcasters are by far the most loyal and engaged audience of a medium out there. According to AdAge.com, podcasts are able to engage listeners in a way that traditional media can’t. When podcasters speak in a listener’s ear, it feels as if they’re being spoken to more directly. Audience members form relationships with the host and become more rapidly addicted to the content.
Podcast listeners are the doggies of the audience world. Loyal, supportive, always happy to see you and would save your life if you were drowning.
Adding to the “addiction” factor is the ability to take a podcast ANYWHERE the listener goes. As a result, many listeners say that the podcast becomes a part of their daily routine, whether it be their commute, exercise regime, housecleaning or other ritual. Because it’s (mostly) audio, they can listen while doing other things - and then they consume more of the content.
Normally when a company buys advertising, it’s in ONE publication or on ONE channel - but a HUGE benefit of advertising on a podcast is that it’s hardly EVER the only place the company will have exposure. Most podcasts have websites, social media channels, email subscription lists, blogs, and many even host or attend in-person events, either to speak, learn or record episodes live or just to host meet-and-greets. As a result, there are many opportunities that advertisers wouldn’t have with other advertising options.
You’ll never hear about a person “just flipping” through podcasts. The shows that people download are carefully selected and curated by topic. The audience has made a conscious choice to listen to podcasts, and are much more invested in the topic, and by association, the products and services advertised.
Podcast listeners are typically in the higher income brackets and have a higher education level demographic. In addition, because they’ve developed relationships with the host and the content, they’re more likely to make a purchase as a result of an advertisement they’ve heard through a podcast.
Because of the nature of audio advertising, the commercial will most likely be on that episode permanently - no matter how many times it’s downloaded. Even if the advertiser cancels the contract without renewing, the ad will continue to receive downloads and growth as the podcast does. That’s a benefit not offered by any other medium.
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