What are podcast ads?
If you have ever listened to a podcast, you may have noticed a familiar segment where the podcast host delivers an advertisement. These are podcast ads, which are short promotional spots featured in a podcast episode. They are a form of sponsored content that generates revenue for the podcast host or network.
Podcast ads are becoming increasingly popular due to the growing number of podcast listeners. According to a study by Edison Research, over 100 million people in the United States alone listen to podcasts regularly. This has caught the attention of advertisers who are looking for new ways to reach their target audience.
There are different types of podcast ads, including host-read ads, pre-produced ads, and programmatic ads. Host-read ads are the most common form, where the podcast host reads a script provided by the advertiser. Pre-produced ads are pre-recorded by a voice actor and inserted into the podcast episode. Programmatic ads are dynamically inserted ads that are targeted to a specific audience, based on their preferences.
One advantage of podcast ads is their ability to reach a highly engaged audience. Unlike traditional advertising channels like TV or radio, podcast listeners are actively engaged and attentive. They are listening to the podcast because they enjoy the content and trust the host, making them more likely to be receptive to the advertised products or services.
Another advantage of podcast ads is their flexibility. Advertisers can choose to sponsor an entire podcast series or a single episode. They can also target their ads to specific podcast genres and audiences. This allows advertisers to reach a highly targeted and relevant audience.
The cost of podcast ads varies depending on several factors. The most significant factor is the size and popularity of the podcast audience. High-profile podcasts with a large and engaged audience command higher ad rates. Advertisers also pay more for host-read ads, which are more effective and personalized. The cost of podcast ads also depends on the length of the ad, with 15 or 30-second ads being the most common.
Overall, podcast ads offer a unique and effective way to reach a highly engaged and targeted audience. As podcast listening continues to grow, podcast ads are expected to become an increasingly important advertising channel.
Types of podcast ads
Podcast advertising is becoming a popular method of digital marketing. In 2020, over $850 million was spent on podcast advertising in the United States alone. Podcast advertising offers a range of unique features to advertisers, including audience engagement, brand awareness, and effective targeting. Generally, podcast advertising comes in two common forms, host-read ads, and programmatic ads.
Host-read ads are personalized and delivered by the podcast host. They are read in a conversational tone that fits the style and tone of the podcast. Host-read ads can be delivered at the beginning, middle, or end of the podcast. Research shows that people are more responsive to host-read ads, as they trust the podcast host and their recommendations. Host-read ads can pave the way for long-term relationships between the advertiser and the podcast’s audience.
The cost of host-read ads depends on several factors, including the podcast’s audience size, the number of ads included in the episode, and the ad placement within the podcast. Generally, host-read ads cost anywhere between $15 to $50 per 1000 listeners. Advertisers have to pay for the ad placement on a CPM (Cost per Mille) basis, meaning they pay for every thousand people who listen to the podcast.
Suppose you are running a small business, and you are interested in podcast advertising. In that case, you may want to have a rough idea of the cost, which can vary depending on your budget. In general, a small business can expect to pay between $80 and $1000 per episode for host-read ads.
Programmatic ads, on the other hand, are automated and delivered through ad networks. Unlike host-read ads, programmatic ads don’t require a human voice, and they don’t have to be personalized. Programmatic ads can be targeted to specific audiences based on demographic, interests, or location, making them a more-targeted option. Programmatic ads can be played at any time during the podcast, making them less intrusive and more accessible to listeners.
The cost of programmatic ads depends on the targeting criteria and ad placement. Generally, programmatic ads cost less than host-read ads, with prices ranging from $10 to $25 per 1000 impressions. Advertisers pay for the ad placement on a CPM basis, which means they pay for every thousand people who hear or see the ad.
If you are a small business, programmatic ads may be a more affordable option. A small business can expect to pay around $50 to $200 per episode for programmatic ads.
In conclusion, podcast advertising is a lucrative opportunity for businesses to reach a new audience and engage with them. The cost of podcast advertising depends on several factors, including the type of ad, audience size, and ad placement. Host-read ads are generally more expensive than programmatic ads, but they offer more personalized ad experiences. Programmatic ads, on the other hand, are less expensive but offer more targeted ad experiences. Ultimately, choosing the right type of podcast ad for your business depends on your budget, target audience, and marketing goals.
How to track ROI on podcast ads
If you’re considering advertising on podcasts, you’re likely wondering what kind of return on investment (ROI) you can expect. Luckily, there are ways to track the effectiveness of your podcast ads and measure your ROI.
1. Use a promo code or unique URL
One of the most common ways to track the success of a podcast ad is by creating a unique promo code or URL for the podcast audience. This will allow you to track how many people are using the code or URL and make adjustments accordingly. Make sure it’s a code or URL that’s easy to remember and easy to use.
If you’re not able to provide a unique URL or promo code, you can still track the effectiveness of your podcast ads by using trackable links. These links can be embedded in the podcast episode or shared on the podcast’s website or social media channels. When someone clicks the link, the platform you’re using to track it will record the click and other relevant data.
3. Measure online engagement
Another way to measure the effectiveness of your podcast ads is by tracking the engagement on your website or social media channels. After a podcast episode airs with a mention of your brand, keep an eye on your website traffic, social media engagement, and other relevant metrics. If you notice a significant uptick in engagement, you can assume that the podcast ad is working.
4. Survey your audience
You can also track the effectiveness of your podcast ads by surveying your audience before and after your ad runs. Ask questions like “Have you heard of our brand before listening to this podcast?” and “Did this podcast ad make you more likely to purchase our product?” to gauge whether your ad is making an impact.
5. Work with podcast hosts directly
If you’re working with a podcast host directly for your ad placement, you can ask them to provide you with data on the episode’s downloads, plays, and other relevant metrics. This will give you a detailed understanding of each ad’s performance and can help guide future ad placements.
Ultimately, tracking the ROI of your podcast ads requires a combination of these tactics and a willingness to experiment and adjust your approach. By paying attention to key metrics and being open to feedback, you can maximize your returns and build a long-term, sustainable ad campaign.