Podcast Advertising: Go or Pass?
Podcasts are popular and people are listening to them more than ever. Advertising on podcasts is a whole new ball game, and it may be one you should join.
Who’s Listening to Podcasts?
Podcast listeners are growing and thanks to a Podcast Consumer Report completed last year by Edison Research, we can use their stats to figure out target audience demographics and more. Edison surveyed over 5,000 consumers aged 12 and up through telephone and online methods. While it’s important to take this report with a grain of salt, it does help you better understand podcast listeners and how you can use that data to determine the need for podcast advertising within your own business.
According to the report, more men listen to podcasts than women per month, while women listen to podcasts more overall. The number of people listening to podcasts has also steadily risen over the last five years. The majority of podcast listeners are between the ages of 12 and 24 while the next age group includes 25 to 54-year-olds. When it comes to income, most podcast listeners have an annual income of $75,000 or higher.
You can use this data to figure out if a podcast listener fits into your target audience. It’s important to compare the data against your audience and your business, so you can better understand your ideal customer. If your ideal customer listens to podcasts and fits into your target income bracket, then podcast advertising may be a new advertising outlet you want to explore.
Does Your Business Make Sense for Podcast Advertising?
Podcast advertising is different than radio advertising. When people listen to podcasts, they’ll hear ads related to the podcast topic they’re listening to, so you need to figure out if there is a podcast out there that relates to your business. Just like with any advertising or social media marketing strategy, you want your podcast ads to be authentic because typically the podcast host has to sell your product for you. Unlike radio ads where you may use to hearing a chosen spokesperson’s voice on the radio, you have to rely on someone else to represent your business.
If you’re able to find an authentic and relatable podcast and podcast host you can work with, it’s worth giving podcast advertising a try. With anything else you do for your business, it’s important to not try and force a connection because podcast listeners are escaping the radio and don’t want to hear typical and sometimes obnoxious radio ads.
Your Turn to Decide
Podcast advertising is a newer territory, but it may be worth exploring. It’s up to you and your advertising team to decide if it’s the right direction for your business, but now you have some things to consider, so go forth and discover a new advertising avenue.
For more tips about Podcast Advertising, check out the video below!