Original Publication: Forbes
Date Published: December 13, 2018
Podcasts are rapidly growing, with businesses across several industries leveraging the format. According to research, consumers are more receptive to ads on podcasts than on any other medium. As the likelihood of ad spend on podcasts continues to rise, more brands will be looking to differentiate themselves through podcast advertising.
To capitalize on this opportunity, eight Forbes Agency Council members share their tips for creating podcast ads that boost engagement.
Members share their best tips for podcast ads that engage.
1. Know The Audience And Focus
When creating ads, it is essential that the audience meets your exact target. Understand the content focus of the specific podcast and make sure your ad aligns with the podcast. Podcast ads perform well when you are micro-targeting and speaking directly to an audience that is already captivated by the content of the topic. – Scott Darrohn, fishbat Media, LLC.
2. Combine Story, Knowledge And Entertainment
Similar to other native ads, podcast ads succeed by truly understanding the target audience, crafting a compelling message (not too commercialized but thought-provoking), and utilizing multi-spot frequency to boost memory and recognition. The successful models that we use combine story, knowledge and entertainment to form an effective ad that feels like an extension of the show. – Yan Zhang, XYZ Advantage
3. Think Of It As Influencer Marketing
Outline your goals and key messages you want to communicate to their audience, as well as anything you absolutely don’t want them to say. But then let the podcast personality shine through — even if it’s a bit scary. The most successful sponsored content emerges when influencers are allowed to tell stories in a way that resonates with their audience, and the same is true for podcast advertising. – Danielle Wiley, Sway Group
4. Leverage An Enthusiastic Host
Integrating an ad into a podcast is a very effective way to reach a target audience. Having the podcast announcer promote the brand or read the script directly is the most effective way to integrate a brand with the target audience. The consumer will resonate with it on a deeper level since it is being promoted in the authentic voice of the podcast. – Jessica Hawthorne-Castro, hawthornedirect.com
5. Make Your Message Clear And Simple
Most people listen to podcasts during their daily commute or while multitasking at work, so while you have their attention, recognize they are probably distracted with other tasks as well. Keep your message simple and relevant to the show/host, then hook them with a clear call to action. You’ll be more likely to hold their attention and hook them to learn more. – Katie Schibler Conn, KSA Marketing + Partnerships
6. Choose Podcasts That Align With The Lifestyle You’re Selling
Podcasts are great for advertising. But often when creating ads, you are selling a lifestyle just as much as you are a product or service. Be sure that the podcast host fits within this avatar, and that your product will resonate with his or her users. It should also be believable that the podcast host would use your product or service and have a personal experience with it. – Brandon Stapper, Nonstop Signs
7. Listen First, Then Advertise
In effect, podcast marketing is influencer marketing. Hosts often read the ads themselves, injecting their personality. So, your marketing should benefit from their connection to the audience. Many waste this opportunity by providing one-size-fits-all ad copy rather than actually listening to the podcast, understanding its tone and adapting their message. Good podcast ads feel like a part of the show. – Kevin Smith, Mighty Roar
8. Make It Relevant
It’s more about the podcast host, the topic and their audience, and less about the actual ad. It has to be seamless. Podcast ads convert better because the audience is there to learn — they get a lot of value. Imagine if the podcast is on marketing automation and you’re selling a marketing automation service? It stops being an ad; it’s a value-add, a recommendation. People like recommendations. -Rafael Romis, Weberous Web Design