Podcasting has been around since 2004. It’s not exactly new, but the recent success of some podcasts indicates it’s finding its feet as a medium in its own right. For instance S-Town, from the producers of the massively successful Serial, was downloaded 16 million times in its first week of release.

Here in the UK, 11 million of us have listened to a podcast in the last month and a recent US survey estimated 65% of listeners have bought something they heard about on a podcast. That’s a powerful statistic, likely due to people actively choosing to seek out content that matches their very specific passions or interests. All of this makes podcasting more attractive than ever to advertisers.

At Radio Experts, we help agencies and brands tap into the potential of podcast advertising. Increasingly, we’re planning podcasts alongside radio as part of an overall audio strategy. This enables us to really focus in on relevant target markets across categories such as sport, comedy, economics, science, parenting, and – well, if you can name it  there’s probably a podcast that covers it.

Every day there seems to be new ways for advertisers to benefit from podcasts, but generally the two most popular are:

1. Sponsorship – a pre/mid/post roll message, usually voiced by the presenters of the podcasts with their own unique twist. After all, that’s what people are listening for.

2. Spots – 30 second pre-recorded audio ads which are dynamically inserted into the feeds of a number of podcasts, giving a much broader coverage.

If you’d like to know more about podcast advertising, contact the team.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.

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