The podcast space is growing quickly. Thanks to new technologies such as smartphones, bluetooth-enabled cars, faster streaming speeds, Apple Car Play, podcasts are becoming ubiquitous and mainstream. One in five Americans (57+ million) now listen to podcasts each and every month.
Podcast advertising is booming, but it's still in its infancy and this means the market is at a steep discount. Think about other platforms that have matured over the years like Google Adwords and Facebook Ads. They started off very inexpensive ($0.10 a click), but when they hit scale and found mass demand, the rates sky-rocketed. This happens in every marketplace over time and podcast advertising will be no different. So get in early and enjoy the low CPM rates while they last.
You get long term marketing exposure with podcast ads. Podcast ads are typically read by the host and baked into the audio file. This means your ad will be permanently recorded and played for years to come.
Podcasts in general tend to be highly engaging mediums for delivering messages. Unlike ads on web pages and television, people enjoy listening to ads on podcasts. Podcast advertisements are five times as effective as web ads Most ads are live read by the host making it a more intimate and personal experience. And since they put their trust in the hosts of their favorite podcasts, they’re much more receptive to the brands and products they promote.
Podcasts cover a large liersity of topics and content that you'll be sure to find one that aligns well with your brand. Listeners are highly educated and most make $75,000 per year. An affluent, educated, and intelligent audience is a great audience to find new customers.
Brands are having great success with podcast advertising and can track each campaign's performance with coupon codes and unique URL's.
Mizzen+Main broke sales records, wiped out their entire product inventory, and got a return on their investment within 48 hours from airing! Read the case study.
A popular podcast advertising agency Midroll surveyed 300,000 listeners and found that 63% of people bought something a host had promoted on their show.
Hawke Media also reported: When asked if advertising within podcasts had affected their behavior, 71 percent said they’d visited a sponsor’s website, while 62 percent said they’d considered that new product or service. 78 percent agreed (and 21 percent agreed strongly) that their opinion of a company is more positive when they hear it mentioned in one of the podcasts they regularly enjoy.