Podcast Advertising and Sponsorship

An Exclusive Marketing Trends Report

Mission
Mission
Dec 7, 2017 · 10 min read
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Source
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Source: BI and Statista
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Did you know that The Mission creates custom podcasts? Learn more at themission.co/studios.

The History of Podcasts

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The Present Podcast Industry

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Image credit: ConvinceAndConvert.com
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Image credit: Marketing Charts
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Image credit: Marketing Charts
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Source: Edison and Triton
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Source: Effective advertising

“Baked-in” and “dynamically inserted ads”

Let’s define these two ad types. Per IAB’s Podcast Playbook, “Baked-in features an advertising message that is a part of the podcast content and therefore lives within the content for its lifetime. This message is often ‘host-read,’ a unique opportunity that leverages the host personality for brand endorsement.”

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Source
  • Comes with a guaranteed, existing audience.
  • Should give you baseline expectations for conversion rates on successful shows.
  • You don’t get to control or influence the content of the podcast episode you’re sponsoring. The episode you sponsor could be totally unrelated to, or run against, your company culture and brand.
  • There is usually a waitlist. Successful podcasts are going to have a waitlist of other sponsors knocking down the doors to get in. The CPMs for those podcasts are typically non-negotiable.

“People will ignore or skip anything they don’t like. So brands have to start making things they love.” -Steve Pratt, Pacific Content

Brands are increasingly starting to underwrite content that consumers love, like Podcasts. Branded content is the single most undervalued tool in most marketers arsenal.

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The Future of Podcasts

The future of podcasts (and of all media!) is exceptionally bright.

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Mission

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Mission

Stories & podcasts that make smart people smarter: www.Mission.org. The Mission Daily: www.apple.co/2KMXjhQ. The Story podcast: www.apple.co/2HEcveQ.

Mission.org

A network of business & tech podcasts designed to accelerate learning. Selected as “Best of 2018” by Apple. Mission.org

Mission

Written by

Mission

Stories & podcasts that make smart people smarter: www.Mission.org. The Mission Daily: www.apple.co/2KMXjhQ. The Story podcast: www.apple.co/2HEcveQ.

Mission.org

A network of business & tech podcasts designed to accelerate learning. Selected as “Best of 2018” by Apple. Mission.org

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