3 Podcast Ad Examples and Why They Worked
- Armchair Expert. Dax Shepard, the host of Armchair Expert, does a great job at delivering adlib ads that focus on...
- The Adam & Dr. Drew Show. These guys also do an outstanding job of weaving in the sponsors' ads into the flow of the...
- Accidental Tech Podcast. If you listen to many podcasts, you've probably encountered an ad...
Full Answer
What is a podcast ad?
Podcast advertising allows you to speak directly to potential customers through an audio ad. You can have select podcast hosts talk up your brand, or hire voice talent to help you create an ad to be placed at the beginning (preroll), middle (midroll), or end (postroll) of an episode.
What are the most common podcast advertising placements?
The three most common podcast advertising placements are: 1. Pre-Roll The ad appears at the very start of the show. Here’s an example: “This show is brought to you by our sponsor, [insert Sponsor Name + short pitch].”
How do I advertise on multiple podcasts?
Advertise on multiple podcasts within the same network. If you plan to invest in multiple podcasts — or multiple ads within a podcast episode — and find a network that produces multiple shows that align with your product, consider building a relationship with that network and putting your ad dollars there.
How do you choose the best podcasters for your ads?
Once you find the podcasters you'd like to partner with, keeping them involved in the creative process is key. Avoid handing them a dry script to read verbatim. "I've learned the more we allow our podcasters to participate in the creation of the ad, the better the ad will be," Joseph says.
How do I advertise my podcast?
On this pageLeverage your guest's audience.Promote on social media … in a dozen different ways.Release at least 3 episodes on launch day.Convert the audio to a YouTube video.Submit your podcast to podcatchers and aggregators.Transcribe the audio.Throw a two-week ratings party.Run a giveaway contest.More items...
How do you write a podcast ad script?
Podcast Ad Script GeneratorStart with an attention grabbing introduction. ... Explain how your product or service fixes the problem. ... Give social proof or reasons why you're the best. ... Special offer for listeners and give them a clear call to action.
What is podcasting advertising?
Podcast advertising is a live-read 15 to 60 seconds audio ad a customer can hear in pauses of podcasts. It helps earn people's trust, reach wide audiences, increase ROI, and promote products.
What type of advertising is podcast?
Most podcasts offer two types of ad formats: baked-in and dynamically inserted. Baked-in ads are live-read or pre-produced and become an inseparable part of the episode. Regardless of when listeners engage with the episode, they'll all hear the same advertisement.
What makes a great podcast ad?
All successful podcast ads have the same things in common - they're captivating, incentivizing, and they resonate with their target audience, among many other things.
What are the examples of advertisement?
Remember, you can always be creative in your advertising to get noticed (within advertising regulations).Newspaper. Newspaper advertising can promote your business to a wide range of customers. ... Magazine. ... Radio. ... Television. ... Directories. ... Outdoor and transit. ... Direct mail, catalogues and leaflets. ... Online.More items...•
Is podcast advertising effective?
They have proven to be one of the most effective advertising media. Already in 2019, a BBC World Service study showed that the engagement rate of podcasts was 47% higher in comparison to radio and 27% higher than TV.
Why should I advertise on podcasts?
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.
How much is podcast advertising?
Industrywide, the average CPM rate is $18 per 1,000 listeners for 30-second ads and $25 per 1,000 listeners for 60 seconds ads. Podcasts with audience sizes ranging from 500 to over 100,000 listeners charged a CPM rate between $21 to $27 for 30-second ads. For 60-second ads, the CPM rate was between $23 and $37.
How do podcasts get advertisers?
Here are the four main ways to find podcast sponsors:Reach Out to Sponsors Directly. The simplest strategy? ... Partner With a Hosting Service. Podcast hosting services give your podcast a home on the internet. ... Join a Podcast Network. Some networks let you list your show (sometimes for free) on their platform. ... Use a Directory.
How long should a podcast commercial be?
Several said podcast ads that are one minute or longer are the way to go whenever possible. “There is a clear linear relationship between ad length and impact,” said Carter Brokaw, president of digital revenue strategy for iHeartMedia. “Longer ads are more performant.”
Why do podcasts have so many ads?
Of course, ads support podcasting like most other media, so they're necessary. Just like with TV and radio, podcast listeners understand that — unless you're paying for a subscription — ads are the price of admission. It's not a surprise that as podcasts have garnered more ears, more ads on podcasts are followed.
6. Start an Evangelist Program
There’s enough of the podcast marketing pie for everyone to have a piece.
7. Build a Community
Another unique example of podcast marketing that we’ve found to work really well is community building.
12. Create Carousels for LinkedIn
Carousels — aka, Documents — on LinkedIn are a fun and engaging way to share insights from your podcast.
14. Publish Episodes on YouTube
Already recording your video calls? Why not post them to the second largest search engine in the world?
15. Make Funny Videos
Making someone feel good — better yet, making them laugh — is a powerful way to keep your brand top-of-mind. The next time they see it, they’ll remember how good it made them feel.
16. Create Micro-Videos
From the video of your podcast interviews, you can create short, shareable videos. We call them micro-videos.
17. Create Audiograms
If you can’t get the video recording, audiograms are the next best thing.
How much does a podcast ad cost?
Balter says that the cost of a standard ad in a podcast usually costs between $10 and $50 with more popular podcasts also charging a premium. However, if you want to do a more intensive promotion -- such as a full sponsored podcast episode -- this cost may vary based on what the content will entail from the podcasters.
Why is it important to have an ad on podcasts?
It's also strategically smart because listeners who are interested in this industry might identify with pain points that your service aims to solve.
What is Joe Rogan's podcast about?
On an episode of " The Joe Rogan Experience ", a general podcast that zones in on topics like technology, science, and entertainment, Joe Rogan reads a script that talks about how he uses ExpressVPN and Cash App in his daily life.
Why do podcast ads have a lower CPM?
Though the first few minutes of a podcast reaches the widest audience, pre-roll ads, or ads that play at the beginning of a podcast episode, tend to have a lower CPM rate because users can easily skip over the ad.
What is the audience of podcasts?
Balter explained that the podcast audience demographic, which is generally made up of "affluent educated millennials" is a "good audience for brands pretty much regardless of what show you’re on."
How much will podcasts spend in 2020?
Statista recently reported that podcast ad spend is projected to hit $534 million in the U.S. alone by 2020.
How to close a podcast ad?
Close the ad by creating a clear call-to-action (CTA) for the listener. A popular CTA used in podcast advertising is special codes and unique URLs specifically for that show. These are easy for the audience to remember because they are typically related to the name of the podcast, and can be easily measured for KPI tracking.
What is podcast advertising?
Podcast advertising is a form of audio advertising that serves ads to the listeners of a podcast episode. Since podcasts often cover niche subjects and have devoted, attentive audiences, podcast ads are typically more effective and targeted than ads that appear in forms of mass media, such as radio spots or TV commercials.
What are some examples of podcasts?
Examples of well-made branded podcasts include Blue Apron’s Why We Eat What We Eat, Slack’s Work in Progress, and Lyft’s Pick Me Up .
Why are podcasts so receptive?
Listeners are also more receptive when they are listening to podcasts because podcasts command attention in a way that other media doesn’t. Spotify calls it the “ sweet spot of attention .” A good chunk of listeners play podcasts in the background while they multitask, yet they still absorb the information. “60% of our audience say they tune into podcasts to educate themselves,” reports Spotify, “and two out of three podcast listeners give them their full attention.”
Why do podcasts have a lot of trust?
Podcasts also have the capacity to forge a heightened sense of intimacy between host and listener, and this intimacy generates trust. Approximately 80% of listeners have acted on host-read ads they heard in a podcast, either by researching a product or service, connecting with a brand on social media, discussing a product with a friend, or actually making a purchase. And on NPR’s sponsorship page, they state that 56% of their listeners “prefer to buy products or services from NPR podcast sponsors.”
Why are podcast ads so popular?
Because these ads are delivered via the host themselves, they possess a heightened sense of trust and credibility. This style of podcast advertisement is comparable to an endorsement. Host-voiced podcast ads can be carefully scripted, ad-libbed in the host’s own words, or even presented as an anecdote based on the host’s own experience with the product.
How to measure reach of podcast ads?
The reach of podcast ads was historically measured by the number of times an episode was downloaded via listeners’ RSS feeds. The problem with this metric, however, was that any insights regarding the ad’s success necessarily came to a screeching halt once the podcast episode had been downloaded to a listener’s device. There was no way to gauge whether the podcast ad inspired any action in its audience, let alone any verifiable way to determine whether the listener even pressed play on the episode.
How to advertise a podcast?
Podcast ads can be inserted through a show in a variety of spots. The three most common podcast advertising placements are: 1. Pre-Roll. The ad appears at the very start of the show. Here’s an example: “This show is brought to you by our sponsor, [insert Sponsor Name + short pitch].”. 2. Mid-Roll.
What are the two categories of podcast ads?
Pre-produced podcast ads fall into two categories: sponsor-produced and host-read.
How many people listen to podcasts a month?
Although given how swift podcasts commandeered the entertainment market, this popularity is predictable. More than 90 million people listen to a podcast every month, a skyrocketing increase of 113% since 2014.
What is the last decision in podcast advertising?
After you’ve determined the ad type and where within the episode you want it to air, the last decision is the podcast advertisement format.
What is dynamic ad?
Dynamically inserted ads are pre-produced and inserted into the post-production episode by an ad server. Because a dynamic ad can be inserted into the podcast at any time, users will hear different advertisements depending on when they listen to the episode.
Why are pre-produced ads good?
On the other hand, pre-produced ads are best for companies that want strict control of how their product or brand is discussed. It’s also a great fit for any company buying multiple dynamically inserted ad placements.
What percentage of listeners finish a podcast?
However, considering 72 percent of listeners finish a podcast episode they start, and 93 percent of users actively listen to the majority of a podcast, we believe mid-roll ads are the best option for most companies because they happen when users are most in-tune with the episode.
What is a live read podcast?
A live read podcast ad is read by the host (s) while they’re recording the show, and are often introduced organically when the host (s) chats about a relevant subject.
