Is Podcast Advertising Right For You?

< Blog
Updated on: August 23rd, 2022Sharon Sexton4 min read
Is podcast advertising right for you

Podcasts are an interesting format for audio storytelling that has a growing number of listeners. Due to this increase, more people and businesses are expressing interest in them as a vehicle for marketing. So is Podcast Advertising right for you? Some web design companies have certainly seen the value they can provide when done properly which certainly makes it a topic worth exploring.

So what is a Podcast?

Just so we are all on the same footing for this discussion, let’s start with what a podcast is. In a nutshell a podcast is a digital audio file that is placed on the internet, available for download by users to either a computer or mobile device.

The name was related to the iPod combined with broadcast so we have podcast; a way for anyone to basically create their own audio show. The format has become popular for creating listening series on any number of topics or niches with comedy and sports podcasts being two common groups with decent followings and has been around since 2004

In a way it is similar to the radio programs of the 1930’s where people would tune in for entertainment. Now however things can be automated with new episodes automatically downloaded and consumed offline if wished.

Podcasts can be audio, audio with images or video.

Why use Podcasts for Advertising?

There are a few reasons to consider podcasts as a viable method to advertise:

  • Increasing Listeners – Podcast listenership was at 13% of the U.S. population in 2016 up from 8% in 2014
  • Younger Demographic – Millennials and Gen X comprise well over half of all listeners with Millennials having a 2-to-1 numbers advantage
  • Regularity – Over half of listeners tune in weekly while a third tune in monthly
  • Good engagement – Based on IAB research 25% of listeners purchased a product or service with 45% visiting a sponsor’s website

Overall it appears that podcasts are an up and coming medium that appeals to younger people and not only do they tune in regularly but they also will engage. This might occur more often because podcasts ads are typically read by the podcast host which acts as somewhat of a product endorsement and often has a more natural feel.

Keys for Podcast Advertising

To be perfectly frank, podcasts are not a perfect medium from a marketing perspective. For one, results are difficult to track. Secondly, they are difficult to target. Really it is much like radio or television in those regards.

One important key is using Promotional Codes with the ads that the hosts read. When these codes are used by listeners it allows a method to track effectiveness of the campaign. You can also use custom URLs as a way to track traffic.

Targeting is going to be difficult much like radio ads. Ideally you want to focus on topics or people that align with your brand and message so that you share some commonality. For example, it would make perfect sense for a football podcast to promote a brand of beer while promoting the newest Candy Crush game would not align as well.

The Bottom Line

The bottom line is that although still one of the smaller media markets, podcast advertising could be right for your brand especially if your demographic is younger. While it is not the easiest campaign to track, statistics support good engagement which is what you want at the end of the day from any ad campaign you are running.

Be sure to check back every Monday, Wednesday and Friday for great new Lounge Lizard blog articles.

Published on: February 3rd, 2017

Related articles

How to properly build rapport via email outreach
7 min read

How To Properly Build Rapport Via Email Outreach

August 23rd, 2022

Email outreach is a powerful tool when used effectively and quite honestly a waste of time when used improperly. Today we want to discuss how to [...]

The top 3 digital marketing pitfalls most businesses make
5 min read

The Top 3 Digital Marketing Pitfalls Most Businesses Make

August 23rd, 2022

  When you run a business there are a lot of things that need your attention on a regular basis from sales to marketing to even [...]

Are you using the right colors in your mobile app design
5 min read

Are You Using The Right Colors In Your Mobile App Design?

August 23rd, 2022

With such a small space to work with, the use of color should be a very important aspect of design when designing for mobile devices. So, [...]

Should you be using scarcity in your advertising
5 min read

Should You Be Using Scarcity In Your Advertising?

August 23rd, 2022

  Should you be using scarcity in your advertising? While some people might condone this type of pressure influence, everyone from mobile app developers to web-based [...]

The benefits of having a website maintenance plan
5 min read

The Benefits Of Having A Website Maintenance Plan

August 23rd, 2022

What are the benefits of having a website maintenance plan? While some people might think that is it a luxury expense their business cannot afford, everyone [...]

Simple web design elements that increase conversions
4 min read

Simple Web Design Elements That Increase Conversions

August 23rd, 2022

Conversions are often the purpose of having a website. You want customers to visit your virtual office and then do something whether that is sign up [...]

Is Podcast Advertising Right For You?
Share On:
Newsletter Sign Up

"*" indicates required fields

0 of 60 max characters
0 of 60 max characters

Request a Proposal

Fill Out Our Form & We’ll be in Touch Shortly

"*" indicates required fields

Name*
Type of Project**

New York City
112 West 34th Street
18th Floor
New York, NY 10120
Long Island
991 Main St.
Suite 200
Holbrook, NY 11741
Washington D.C.
1101 Connecticut Avenue NW
Suite 450
Washington, DC 20036
Nashville
424 Church St
Suite 2000
Nashville, TN 37219
Los Angeles
1100 Glendon Avenue
17th Floor
Los Angeles, CA 90024
Miami
1221 Brickell Ave
Suite 900
Miami, FL 33131
Charleston
170 Meeting Street
Charleston, SC 29401
Richmond
919 E. Main Street
Suite 1000
Richmond, VA 23219