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Talking To Your Audience

Podcasts are now a staple of our listening diets. From News and Sport to Comedy, Business, True Crime and History, to those conversations between friends that could never actually be broadcast (for fear of offending almost everyone!) think of a topic and there is likely a podcast.

The latest Australian Podcast Ranker shows just how big the audience is. This huge potential audience, with its high engagement levels, make podcasts an attractive way to advertise. Have a look at the huge brands using the medium on the top advertisers list.

The challenge is to make your ad count.

Ads Are Skippable…

Unlike radio and DAB+, ads inserted into podcasts are avoidable for listeners. Most platforms have a skip button which can leave you vulnerable to your message being ignored. This is where you can take a step back to craft an advertising message delivered to sit organically in the podcast ecosphere.

Doing so will give you an advantage in the battle for attention.

…So Make Yours UN-skippable

Let the podcasts you want to buy into be your guide. How do they sound? What’s the overall tone of the show? Ideally, you want your ad to be something that doesn’t take the listener out of the moment.

By taking your cues from the shows themselves you can avoid having a negative impact on the overall listening experience. That in itself is a win for your brand.

Ads vs Ads

Plenty of brands will simply take their radio spots and run them during podcasts. And sure, it’s an ad…but it’s also just an ad. Produced spots with music beds, sound effects and multiple voices can have an unpleasant jarring effect in a podcast.

Due to the more intimate nature, podcasting lends itself to ad campaigns that are more low-key, conversational, and organic.

Tips For Effective Podcast Ads

So here are some tips for a better ad, and maximum effectiveness in the podcast space.

• Keep Messaging Simple.

Facts, figures and too much detail doesn’t sound like real human speech. Don’t attempt to overwhelm the audience.

• Don’t Yell.

This is generally a conversational space. You may have an incredible money-saving offer, but you’re better off finding a way to communicate it calmly.

• Avoid Terms, Conditions and Disclaimers.

If your industry requires these by law, have an honest conversation about the suitability of podcasts. You may be able to feature other aspects of your products or services to sit more effectively in this space.

• Host Reads.

Depending on the show and your budget, you may be able to access the actual host(s) to deliver your ad. This can bring a range of benefits, with a level of relatability for the audience almost impossible to achieve otherwise.

Powerful Potential

All signs point to podcasts being here to stay. It’s still a maturing space, and all stakeholders are learning how best to maximise ROI. But it’s clear there’s an audience, and it’s a highly engaged audience.

A smart approach to podcast advertising has the potential to access new audiences, unlock new revenue, and position your organisation for ongoing success.

Written by:  Wade Howland