Everyone knows podcast audiences have grown rapidly, especially among the 18-34 audience, with nearly 40% of Americans listening weekly. If a podcast marketing plan isn’t in your channel mix, now is the time to jump on board. Boost brand awareness, drive conversions, and build super brand ambassadors who surpass traditional influencer marketing tactics.
Marketing leaders are always looking to balance brand awareness vs. conversion and podcasts can do both very well. Here are a few things to consider as you put together a podcast advertising plan and how you can use them to accomplish either goal.
Host-Read vs. Programmatic Ads
One critical part of your podcast plan is whether you run a programmatic campaign, hitting multiple podcasts across many networks, or a host-read plan with the host inserting your ads during the program. A great plan incorporates both styles into the budget to maximize both brand awareness and conversions.
Host-read ads are when the podcast host reads your ad or organically inserts your brand into the podcast discussion. If you’re looking to drive brand awareness, host-read will typically be the best option. Some benefits of host-read include:
- Authenticity and trust – host-read ads are much more personal and conversational by leveraging the host’s relationship with the audience
- Better engagement and recall – they don’t feel like ads so the listener is more likely to pay attention and remember because it feels like a recommendation, not an advertisement
- Targeted messaging – hosts will usually put their own unique spin on the ad. Adding in jokes, insider anecdotes, and other call-backs to the show that add to organic placement
- Longer shelf life – host-reads are typically baked into the episode so they live forever. Any future listeners will hear the placement for ongoing awareness
Programmatic ads are typical ads heard during breaks and at the beginning and end of the show. The programmatic nature means your ads will be targeted to in-market shoppers, prior customers, and others who are more likely to be a customer making them the best choice for conversion campaigns. Some benefits of programmatic podcast ads include:
- Automation and scale – like any programmatic or mass ad channel, you can reach high volumes of listeners across entire podcast networks easily and efficiently based on your budget
- Many testing capabilities – run A/B tests, change messages, CTA’s and more to optimize your ads for conversion more easily
- Fast pivot ability – you can change the campaign at any time. Unlike host-read, you can quickly see if a campaign is effective and if not, pause, add or remove podcasts, or quit the campaign entirely
Best Way to Position Your Ad within the Episode
Where is the best place for your podcast ad to be? It depends on the goal but here are the advantages of each –
- Pre-Roll – Best for brand. They’re at the beginning of the episode and reach the largest audience. The one negative is retention rate as the audience loses recall of the ad the further into the episode they get
- Mid-Roll – Great for brand and conversions. Mid-roll is during the episode and are typically longer spots allowing for building deeper connections for brand, or creating a higher recall CTA for conversion campaigns
- Post-Roll – Best for brand. The smallest audience for the episode but they’re the most engaged and loyal listeners. These spots are great for targeting niche audiences
Creating Call to Action Language for Busy Listeners
Podcasts listeners are usually busy people – working, driving or commuting, watching the kids, exercising, etc. Creating a highly memorable and effective CTA is critical for both brand and conversion campaigns.
- K.I.S.S. – busy listeners won’t respond to long, drawn out CTA’s so keep it simple with action terms like “visit,” “try,” “sign-up,” and others
- Easy to remember – keep all URL’s, coupon codes, and other pieces of the ad easy. Use a coupon code with the podcast name for host-read or very short generic codes for programmatic
- Emphasize social media – even though they’re busy, asking them to follow on social is a quick and easy tap that they can revisit later
- Repetition – like all advertising, repetition is king. Place the CTA at the end of the spot
- Tell them what to do – users act when you relate to their situation. Mention “visit my website at your next coffee break” or “follow my social media so you can read more after work.” This relatability drives action
Turning Podcast Host into Long-Term Brand Ambassadors
Long-term relationships are better than one off placements in host-reads, and to a lesser extent, programmatic. It’s critical to find a host that has a persona that aligns with your brand and campaign goals. With consistent messaging, you can build trust through your long-term podcast host by allowing them to weave the messaging into multiple episodes organically.
Creating a relationship with the host allows them to amplify your brand through other channels – they can post on social media, mention on video content, or talk about you in cross-over episodes. In addition, you can work directly with the host to create custom content that feels real and relates in a way programmatic can never do.
Podcasts are a great way to drive both brand awareness and conversions. As with all channels, building a sound strategy that incorporates both will maximize everything you can get out of your campaigns.