Next-Level Podcast Advertising
December 20, 2018
Podcasts have been gaining in popularity since the early 2000s when Apple first brought the podcast library to fame in iTunes. By 2017, more than 112 million Americans have listened to podcasts, with more than 73 million expected to listen to podcasts at least monthly in 2018.
Advertisers have flocked to the medium and are now getting creative to demand customer attention. They understand podcast advertising is a huge competitive advantage and a way to truly own an advertising medium. Stay ahead of the latest podcast advertising trends and make your business shine with high-quality podcast ads.
Podcast Advertising 2.0
Podcast advertising has changed over the years. For most podcast ads, the host is given a script to read by the advertising business. There is a unique authenticity to the host’s endorsement in that hosts are trusted storytellers and listeners hold them and their opinions in high regard. Typically, podcast advertisers will share their product in advance for the host to draw upon first-hand experience during the ad. Listeners trust podcast hosts and value their opinions; when a host provides a sincere personal reason for why they appreciate a product, the podcast ad is better for it.
Podcast ads typically are offered in 10-, 30- and 60-second lengths. A 60-second podcast ad will, on average, run about $25 per 1,000 listeners reached, making them an affordable and effective way to target a business’s market. Because of the specific nature of podcast topics, it’s easy for advertisers to hyper-target the customers they are looking for.
More recently, a few major companies have been creating scripted stories highlighting their products that are more reflective of a television commercial than what you’d expect from a podcast ad. ZipRecruiter recently debuted “The Road to Hired,” an impressive series featuring real-life stories of business owners who successfully used ZipRecruiter’s services to find new employees. ZipRecruiter’s ads stand out for podcast listeners because of the high audio production level and their compelling content.
How to Get Started
Businesses of all sizes can create compelling podcast advertisements. Partnering with an experienced audio engineer will make a huge impact on your end product.
Use the Right Equipment — The first step to creating a high-quality podcast ad is having the right equipment. Keep in mind your ad will play in between segments of a podcast most likely recorded in a sound studio with a team of audio engineers on hand to get everything just right. If at all possible, creating your ad in a recording studio will dramatically help the sound quality and add a professional touch to your clip.
Share a compelling story — How does your business make an impact on people’s lives? You want to not only sell your product but share the impact your product has on the end user. Does it help save time so the customer can spend more time with his or her family? Does it solve a problem businesses have? Writing a script with a great hook and emotional tie-in will help your ad connect with listeners.
Use Bells & Whistles — This is purely optional, but it’s great to get creative with your podcast ads! Using voice actors to tell a story or adding music to the background can make business ads pop.
We Can Help
Q’d Up can help you create high-quality podcast ads to reach your customers without breaking the bank. We’ve been creating full-length podcasts since 2006. At our sound studio in Hershey, PA, we create engaging digital audio content for those looking for a creative way to stand out from the competition and better connect with their target audience. We also work with a number of remote clients to edit and support them throughout the post-production process.
Contact us today to learn how we can support your business’s sound needs.