How To Get Started With Podcast Advertising

By Author: Justin Taylor
Total Articles: 7
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According to a 2020 study conducted by Edison Research and Triton Digital, “US weekly podcast listeners tune into six podcasts a week on average.” The same survey showed that twelve percent of US podcast listeners average more than eleven podcasts a week. What’s so surprising is that, despite the enormous influence and reach that podcasts achieve every week, marketers continue to underestimate and under invest in this proven advertising channel. But if you’re ready to do things differently as a podcast advertiser, here’s how you can get started!

Start by familiarizing yourself with podcast advertiser terminology. For example, “pre, mid, and post-roll” ads refer, respectively, to advertisements placed in the beginning, middle, and end of the show. In general, midroll ads tend to be longer because the podcast advertiser is running on the assumption that the content already hooked the audience. Other useful terminology includes “offer code,” “native ads,” “podcatcher,” “direct response,” “CPM rate,” and “CPA rate” ...
... that all align with different means for generating traffic to your product or service. Visit this website if you need podcast advertisers.

Offer codes are unique codes that act as coupons that the podcast host provides to the audience to incentive them to learn more about your product. Native ads are like an extension of the podcast because what’s being advertised directly relates to the delivery platform itself. A podcatcher isn’t really an advertising mechanism so much as a term that refers to the platform on which the podcast is being played. Direct response refers to any measurable marketing tool like tracking the click-through rate of an offer code or URL. CPM and CPA stand for, respectively, “cost per mile” and “cost per acquisition.” Both CPM and CPA rates are metrics used to measure the cost of running an advertisement and acquiring new customers as a result. These metrics provide actionable data that can be used to measure the effectiveness of your promotions.

Now that you’ve graduated from podcast marketing terminology 101, you’re ready to explore the seemingly endless catalog of podcasts available to partner with. Be sure to choose wisely by partnering with podcasts whose contents and audience already align with your brand’s messaging. Define your investment with CPM and CPA metrics that generate actionable data. Use that data to examine what’s working so that you can refine your approach over time and maximize your return on investment. Stand out from the crowd, be a podcast advertiser!

Author Resource:-

I'm Justin Taylor, podcast marketing consultant, providing info about monetizing a podcast, analytics, promotion ideas and advertising for SME's. You can find my thoughts at podcast optimization blog. To know more about the tools for podcasters, visit this website.