Podcast Advertising Takes A Hike - The New Face of Attraction

Advertising agencies can benefit hugely from specialising, especially when it comes to podcast advertising. The podcast is a democratised platform like blogs and social media. Anyone with the right equipment and something to speak about can create podcasts. But advertising on podcasts could be a bit more challenging than expected as it is in its initial stage.

 Buying podcast ads are complicated mainly due to a few reasons like the huge number of podcasts available on the digital platform, the complex nature of podcasts ads as they are very customised and mostly include live reads and product incorporation, the podcasts being created to meet specific outcomes and the technology is less advanced. Brands have only recently realised the vast opportunity that resides in podcast advertisement and has started investing more each year.

Key aspects of podcast advertising:

Finding the right show: Finding the right show that could influence the target audience of a particular brand, could be a challenge for the advertising agency. There are millions of podcasts available and you will have to navigate through them without the aid of hashtags as in a social media platform. It is also understood that audios live and integrated into a show works better than those that are pre-scripted and added to it.

Podcast advertising is more tiring than social media advertising as once you find the show apt for your brand/client, you will have to go through a few episodes to understand their perspective and tone to successfully create ads that could be organically integrated into it.

Agencies that specialise in podcasts would have already collected performance data of various podcasts which could make their advertising strategy more efficient.

Purchasing the media: Buying the media that you have selected and identified could be a complex process as podcasts have highly customised and creative content.

Agencies that specialise in podcast advertising could help in this regard as they have a similar method of planning. The relationships that they have acquired in their specialisation will also aid this buying process.

Verifying the ad: since there are no standard forms of verification, some shows may provide the entire audio to verify if the ads have been placed in the right spot, while others might provide mere snippets of the audio. At agencies that specialise, they have a large team that specifically analyse the placement of ads in shows.

Measurement and Attribution: there are mainly six methods of measurement- promo codes, vanity URLs, post-transaction surveys, pixels, brand lift studies and local market analysis. Since this is a very young area, speciality agencies will determine the right strategies and technology right now.