Podcasts: Where Digital Advertising Staffing Meets Influencer Marketing

Podcasts aren’t a new digital channel, but advertisers are understandably regaining interest as they look for new ways to engage consumers and avoid ad blocking. An astute digital advertising staffing strategy can put your brand on podcasts with key influencers and highly niche audiences. Podcasts, long a staple of content marketing staffing, provide an alternative platform that draw in consumers and deliver value in multiple ways. Check out this evaluation of podcasts as an advertising platforms:

Podcast audiences in the United States have grown tremendously over the last few years. In April 2015, Pew Research Center reported, “The percentage of Americans who have listened to a podcast in the past month has almost doubled since 2008, from 9% to 17% by January of 2015. The percentage listening in 2015 was up two points over 2014 levels (15%).”

  • One-third of all Americans have listened to at least one podcast in their lifetime.
  • General awareness has more than doubled since 2006.
  • 46 million Americans over the age of 12 listen to podcasts on a monthly basis.

The WSJ reports, “Advertisers are expected to spend about $35.1 million on podcasts this year, up about 2% from last year. Meanwhile, marketers are still investing some $18 billion a year in radio and $67 billion in TV.”

With the breakout popularity of new shows like Serial and the steady transition of longtime FM radio listeners to the iPhone, it’s surprising that the most innovative advertising talent has failed to match the platform’s momentum.

Explaining What Makes Podcasts so Valuable for Digital Advertising Staffing

video from columbiajr

Advice for Beginning Podcast Advertising Through Content Marketing Staffing

  • Use a direct-response strategy. Since testing perceptions is quite risky, an immediate-reply design advertising that gives the crowd a podcast-unique discount code is strongly recommended. Squarespace is one model that does a fantastic career of strong-response advertising on podcasts.
  • Have the host read your ad. Several podcast listeners are supporters of the host. (Podcasts, in the end, are usually talk shows.) It looks more pure and intrusive once the host reads your advertising.
  • Select the right audience. The top ten podcast publishers account for about 40% of most regular podcast listeners inside the U.S., in accordance with Podtrac’s estimates.” should you can’t manage to market in another of the top ten publisher’s podcasts, where charges work from “$50 to upward of $100 CPMS” (the expense of achieving a lot of podcast downloaders), then you must be especially picky about what smaller people you pursue.