It may be a platform you’ve not thought seriously about spending your marketing budget on, but advertising on podcasts has proven to be quite successful for a number of brands. In many ways, the podcast series name becomes strongly connected with the brand supporting it through advertising.
A great example of this is the podcast series that really kicked off the podcast series trend, “Serial”. It’s first season back in 2014 was sponsored by Mailchimp and it became an instantly recognisable name the world over. Mailchimp’s well-timed ads and catchy soundbites of people with varying accents and degrees of English fluency were placed sporadically throughout each episode, and by the end of the series, Mailchimp’s ad was almost as famous as the series itself.
And the Serial-Mailchimp campaign is hardly the only example since; many brands have now become synonymous with podcasts series or podcast advertising in general. For example, Audible, Blue Apron, ZipRecruiter and Squarespace have all heavily invested in podcast series and most of those reading this can tie their names to a series they’ve listened to recently.
Studies also show that podcast advertising is cheaper than other forms of digital advertising when you factor in the results of a campaign and ROI. The main reason for this is that this is a relatively new platform for marketers and new tools are slow to get adopted. This means that, for now while demand is low and reporting limited, you may be getting podcast advertising at a bargain rate!
What makes podcasts a great advertising platform?
There are many reasons why it’s a great platform for brands, but let’s touch on just some of these:
Marketing tips for podcast advertising
As with any new platform, there is an initial period with slow uptake from advertisers. However, if you pay close attention to the first results, you can identify opportunities to bag a real bargain for your marketing campaign. In any marketing campaign, you always want to stand out from the rest, and the great thing about podcast advertising is that “the rest” is a lot smaller than other platforms.