Quick-start guide to podcast advertising [guide]
The Marketing Land contributor George Nguyen has published a guide to podcast advertising.
This guide offers basics to advanced-level tips on venturing into podcast advertising.
Nguyen says, “Here are some crucial factors and pointers to get the most out of your podcast ad campaigns.
Benefits and drawbacks of podcast advertising
Benefits. “We got access to a whole new audience (podcast listeners) and were able to pitch our toolset to them,” explained Rebekah Bek, the marketing manager at Ahrefs who ran the company’s podcast ad trial. “Even if they didn’t instantly convert, we got our name out to thousands of listeners and it did stick.”
Podcasts reach 62 million Americans weekly, and 78% of listeners say they don’t mind ads because they get that it supports the content, making it a receptive channel for advertising campaigns.
Host-read ads have been the primary delivery vehicle for podcast ads, though increasingly, programmatic options have become more widely available”.
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