{"id":47947,"date":"2019-05-14T08:00:59","date_gmt":"2019-05-14T15:00:59","guid":{"rendered":"https:\/\/eigene-homepage-erstellen.net\/?p=47947"},"modified":"2023-11-29T14:50:18","modified_gmt":"2023-11-29T22:50:18","slug":"7-steps-to-find-the-best-podcasts-for-your-ad-campaign","status":"publish","type":"post","link":"https:\/\/eigene-homepage-erstellen.net\/blog\/programmatic\/7-steps-to-find-the-best-podcasts-for-your-ad-campaign.htm","title":{"rendered":"7 Steps to Find the Best Podcasts for Your Ad Campaign"},"content":{"rendered":"\n

Podcast advertising is among the most affordable, engaging and effective methods to tap into new audiences and build your brand.<\/p>\n

As of April 2019, the podcast industry includes more than 700,000 podcasts that have produced more than 29 million episodes, according to Podcast Insights<\/a>. A majority of the U.S. population has listened to at least one podcast, and unlike radio, online, or TV ads, 93 percent of users<\/a> stay engaged throughout the majority of the podcast because the medium demands listeners’ attention and time. Plus, a study by Midroll<\/a> shows that 72 percent of people who have listened to a podcast for four or more years have purchased a product advertised on that podcast.<\/p>\n

www.podcastinsights.com<\/a><\/figcaption><\/figure>\n

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If you’re considering using podcasts for marketing and advertising, the most important choices you’ll make are what audience you want to target and which podcasts to advertise with. These are complicated decisions, but we’ve devised seven steps that will help you choose the best podcasts for your brand to partner with.<\/p>\n

Step 1: Choose a Demographic to Target<\/h2>\n
The first step to choosing a podcast is deciding who you want to target with your ad campaign.<\/p>\n
“Generally, advertisers will come to us with an outline of who they’d like to target, and then we can work with them on finding the right fit depending on who the brand is,” says Heather Gordon, the director of digital sales at the CBC, which publishes a wide slate of award-winning podcasts<\/a> like “Love Me” and “Someone Knows Something.”<\/p>\n
To create the outline Gordon mentions, ask yourself these four questions:<\/p>\n
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What am I trying to sell or accomplish?<\/li>\n
Why do my current customers buy this product or trust my brand?<\/li>\n
Who else would buy the product or be interested in my brand?<\/li>\n
What do both groups of people care about?<\/li>\n<\/ul>\n
If you have previous user research into your current customer base, such as personas, surveys, or focus-group testing, this opportunity is the perfect time to use those resources to answer the four questions and guide your podcast search.<\/p>\n
The process gets more complex if you don’t have a clearly defined user base or if your target audience is too large.<\/p>\n
In that scenario, your best option is to use a list of standard demographic labels, such as gender, income, education, and interests. Afterward, perform user research on that demographic or get in touch with podcast publishers that have multiple shows to further explore your options.<\/p>\n
Step 2: Identify a Unique Proposition for the Podcast Demographic<\/h2>\n
Now that you have an ideal podcast demographic, the second step is deciding what you can offer podcast listeners that they can’t get elsewhere.<\/p>\n
This task is important on two fronts. First, the unique offer entices listeners because the value of “too good to pass up.” Second, the unique offer makes tracking the campaign success and ROI<\/a> more effective.<\/p>\n
The offer itself needs to have a clear value proposition. The common method is giving podcast listeners a steep product discount or free trial if they visit a podcast-specific landing page on your website, engage with your brand on social media, or use a promotional code during checkout.<\/p>\n
For example, the SEO tool Ahrefs recently experimented with podcast advertising. In a blog post about their experiment<\/a>, the author, Rebekah Bek, discussed creating account giveaway contests for listeners who tweet at the podcast and Ahrefs about why they should win a free account.<\/p>\n
“It’s a win‐win for everyone involved: the podcast host gets a great prize to boost audience engagement and some extra social shares,” Bek wrote. “We get extra attention to our message and a way to gauge if the ad resonated well with that show’s audience.”<\/p>\n
Although this promotional method is the most common approach, it’s not the only option. Another unique proposition you can create for podcast listeners to compare price points or features among other competing products while describing benefits that make your product superior.<\/p>\n
As an example, Target advertised its new affordable bra line, Auden, on the podcast “Science Vs.” In the ad<\/a>, the host, Wendy Zukerman, introduces the brand and then begins chatting about buying bras with a coworker, Alice. Alice complained about buying a fancy, poorly fitting bra online that cost nearly $70. Zukerman countered that the Auden bra line costs less than $22 and has ample sizes for most women.<\/p>\n
After determining the offer or unique proposition, consider if you’re able to provide the podcast host with your product beforehand.<\/p>\n
“A lot of times brands will offer the talent a product to experience first hand if they aren’t aware of it; this lends authenticity to the way the talent can then speak about the product or service,” Gordon says. “Having that genuine experience means they can talk more convincingly when they do the commercial or speak about it in their live read.”<\/p>\n
If you consider this tactic, it’s important to be aware that not every podcast or publisher allows for hosts to give explicit endorsements or accept product trial arrangements. Public broadcast publishers are among the organizations that typically stay objective.<\/p>\n
Step 3: Conduct User Research<\/h2>\n
Current and previous customers are among the most underused resources in podcast advertising. As we established, the podcast industry is flooded with more than 700,000 podcasts—stumbling on the perfect option without help is tough. But if you combine your brand’s user personas (and other demographic information) with surveys, you can quickly learn what podcasts your customers listen to.<\/p>\n
This step works exceedingly well if your brand has an active presence on social media or a robust email newsletter. You can set up a free survey using tools like Google Forms and Survey Monkey. Below is an example.<\/p>\n