It is difficult to keep up to date with the latest marketing and advertising trends. Once you have launched your business and created a website the next step is to market it. 

Podcasts are a very popular advertising medium. We will also discuss the benefits of podcasting and the different strategies you can use.

Podcast advertising is effective:

Before we dive into the details, let’s first understand why podcasts have become so popular.

Podcasts can be listened to too, meaning that you can listen to them at least once a month. That’s up from 42% in 2019.

These are some incredible numbers. Podcasts can be a great way for you to connect with your audience.

Podcast listeners are more attentive to each episode than ever before and pay attention intently. Podcasts allow advertisers to reach a wider audience because they enable them to speak to listeners who are more open to listening.

You don’t need to be a marketer guru or a master of the art to understand that the more engaged your audience is, the higher the conversions.

Podcast advertising is a great idea. Advertisers have recognized the potential for podcast ads.

How do you maximize this great source of revenue? Let us take a look at how brands advertise on podcasts.

How podcasts can help promote brands

There are approximately 1,750,000 podcasts in existence. This staggering number makes it difficult to decide which podcasts you should advertise on.

Brands can reduce the number of podcasts they listen to to reach the right audience.

Here are some tips to remember when looking for podcasts to promote using:

1. Your target audience

Research your target audience to better understand their needs and discover their podcast preferences 

2. Podcast content

This advertising works as the product advertised fits into the overall theme of the podcast or podcast. 

3. Podcast host(s).

Podcasts are nothing without their host If your host is a fan, they will be more effective in promoting your company or product. 

What are the key elements of a successful podcast advertisement campaign

Before you start your search for the perfect podcast, prepare your campaign. Before you begin, it’s crucial to be familiar with the basics of podcast advertising.

Understand your audience

Find out what podcasts your target audience is listening to. 

A buyer persona can help you tailor your ads to your target audience.

You can do this by determining:

• It is possible to determine the demographics and interests of your customers.

• Identify the pain points for customers

• Set goals for each customer.

• Learn how you can help them get rid of their pain points

Although you might have a good idea of your ideal client through marketing campaigns, it may need to be altered for podcast advertising. It is important to understand the expectations of your listeners when they listen to podcasts.

Are they interested in keeping up to date with current events? Would they like to learn more about a specific topic? Understanding their motivations to listen to podcasts can help you create ads that resonate with them.

Optimize your ad placement

Podcasts allow advertisers to schedule advertising time slots similar to TV or radio ads. 

There are three main types of podcast ads:

1. Pre-roll

Pre-roll ads are displayed within the first 15 seconds of a podcast. They appear either immediately before or just after the title is introduced.

2. Mid-roll

Advertisements that play during midroll are those that are placed at the end or middle of an episode. They can last between 60 and 90 seconds.

3. Post-roll

Post-roll ads are usually listed at the end or before credits. 

You might need to test different placements for your ads. Mid-roll ads are the most expensive and are often skipped.

There are many options. Take a look at your budget and the people you want to reach.

Get the price per ad

How much does it cost to run podcast ads?

This is the most popular way to reduce the cost.

AdvertiseCast reports that podcast advertising rates will increase to $18 for 30-second ads and $25 for 60 seconds ads by the CPM (cost per million). It costs 1000 listeners.

Budgets for every 1000 listeners can range from $20 to $30. 

Pre-recorded ads vs. Host-read

Most people agree that ads that are read by podcast hosts perform better than ads recorded. 

Studies have proven this. “

A host-read ad is more effective than prerecorded one. Host-read ads last for 48 seconds on average, compared to 27 seconds with prerecorded ads. 

You should also consider the age of your ads, especially if they were pre-recorded. The host-read ads seem more natural and follow the same logic as the episode so they don’t seem too outlandish even when listened to later.

Test your ads continuously

You will need to test your ads in different ways, over time, just as with any affiliate marketing. 

It’s hard to tell if an ad works after one episode. Even if the episode isn’t as popular or interesting, your ad will still work for subsequent episodes.

Your ads can be run on multiple episodes, which will help you build a relationship and trust with your audience. This will increase brand awareness and help you reinforce your message.

Consider Serial, which is the most popular podcast. In its early days, MailChimp used ads as the first episode. Listeners began to expect it to be there before the next episode.

You can measure the success of your ad

Promo codes can be used to measure the success of your ads. The more people who use your promo code, the higher your success rate.

Monitor user engagement and social media comments regarding your brand. This is a crucial metric to determine the success of your ads. 

Tracking traffic to your site is important. Check your website analytics tool to see if you are being heard more.

Podcast advertising networks

Many podcast hosts choose to work with an advertisement network rather than directly with brands and managing ads. We recommend these podcast advertising networks.

Midroll

Midroll is a well-known podcast advertising network.

AdvertiseCast

AdvertiseCast allows you to access more than 1,700 podcasts.      

PodcastOne

PodcastOne allows advertisers to connect with and find podcasts. PodcastOne receives more than 2.1 million episodes annually and 350 weekly episodes.

Authentic Shows

Authentic Show is a network that promotes podcasts to high-end advertisers such as Netflix, Visa, and Dell.