The Podcast Advertising Landscape
In podcasting there are generally two different methods of delivering advertisements within an episode. The first is an integrated ad. These are the ads that are part of the content and “baked-in” with the file that is downloaded. The second is dynamically inserted ads. In recent years, ad technology has allowed for ads to be targeted and dynamically inserted at the time of file request. Dynamically inserted ads can be host read, or produced and included from a third-party.
More reports have come out that make it clear that host read ads are more effective. This makes complete sense as produced inserted ads have a radio like feel and decrease the listener experience. A host read ad is unlike any other advertisement format where the host endorses a brand or product to their audience.
27% of podcast listeners report podcast ads improve their brand buying consideration scores, which is on par with TV. Podcast ads have the power to convert listeners to customers. Looking at the podcast landscape, IAB reported that News is the leading podcast content genre for US podcast advertisers, capturing 22% of revenue, followed by comedy (17%), and society and culture (13%).
In a recent survey with advertisers, two-thirds say they have had issues with campaign measurement and reporting. Despite the limitations, podcast audiences are growing and offer valuable exposure for marketers. As technology and measurement improves, the industry will continue to see growth and more major brands include podcasting into their marketing mix.
PODGO offers brands and marketers a chance to target listeners by partnering with smaller podcasts. Small podcasts have a highly engaged, highly targeted audience. This dedicated audience also takes recommendations from small podcast hosts more seriously. Small podcasts can engage with their fans on a level that larger networks and personalities are unable to. As podcast revenue reaches $1 Billion in 2021 more small podcasts will be looking be compensated for their hard work and PODGO is here to help them do that.
