Podcast advertising works

According to numbers released in April by Podtrac, a leading network of podcasts and TNS, a global market research company, podcasts and online video show ads are three times more effective than traditional online ads.

Wait – there’s more!

Compared with industry benchmarks of 21% for streaming video and 10% for television, unaided ad awareness for podcasts was an impressive 68% on average; aided recall was even higher, at 89% on average.

Why?

“The high unaided ad recall figures are no doubt the results of a less cluttered environment,” said Doug Keith, former vice-president of the Media & Entertainment Group at TNS and now president of Future Research Consulting.

“Audiences are paying close attention to show content and the embedded ads within them, which greatly increased ad effectiveness,” he added.

“Narrowly targeted audiences, appropriate ad formats, content relevance, and show host involvement are some of the factors which come together to produce highly effective ads in online shows and podcasts.”

The key here is niche target audience. If you build a strong following to your podcast they are loyal and interested in you, your company and your product. You can place ads in your podcast or sponsor someone else’s.

Dean

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