{"id":5919,"date":"2022-02-15T04:18:53","date_gmt":"2022-02-15T10:18:53","guid":{"rendered":"https:\/\/wekinnectglobal.com\/livebackup\/?p=5919"},"modified":"2023-08-17T09:33:31","modified_gmt":"2023-08-17T14:33:31","slug":"why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising","status":"publish","type":"post","link":"https:\/\/wekinnectglobal.com\/livebackup\/why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising\/","title":{"rendered":"Why small businesses should take note of the boom in podcast advertising"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 92% + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-animated\" style=\"--awb-bg-color:#ffffff;--awb-bg-color-hover:#ffffff;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:8%;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\" data-animationType=\"fadeInDown\" data-animationDuration=\"0.7\" data-animationOffset=\"top-into-view\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-text-transform:none;\"><p>With tens of millions of listeners tuning into thousands of podcast shows regularly, it&#8217;s only natural that this format is attracting the attention of marketers and ad buyers.<\/p>\n<p>&#8220;<a href=\"https:\/\/www.nielsen.com\/us\/en\/insights\/article\/2021\/as-podcast-audiences-broaden-so-should-advertiser-engagement-with-listeners\/\" target=\"_blank\" rel=\"noopener\">Listeners<\/a> with any niche hobby or learning interest can find something to enjoy, and this is excellent news for advertisers because it translates to a higher engagement rate! More loyalty between the listener and the podcast host, and a less intrusive way to get a brand&#8217;s message across,&#8221; MediaRadar says.<\/p>\n<h2>Who were the top podcast advertisers in 2021?<\/h2>\n<p><a href=\"https:\/\/mediaradar.com\/\" target=\"_blank\" rel=\"noopener\">MediaRadar<\/a> created a report that found that technology, media, and finance companies were the biggest podcast advertisers and accounted for approximately 46 cents of every dollar spent on podcast ads.<\/p>\n<p>&#8220;Once a small business becomes a podcast advertiser, they tend to stay in the format &#8211; 79 percent of podcast advertisers from 2020 continued buying in the format in 2021,&#8221; the report says.<\/p>\n<h2><img decoding=\"async\" class=\"alignnone wp-image-5910 size-full\" src=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Percentage-Total-Podcast-Ad-Spend-by-Industry.jpg\" alt=\"\" width=\"893\" height=\"453\" srcset=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Percentage-Total-Podcast-Ad-Spend-by-Industry-200x101.jpg 200w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Percentage-Total-Podcast-Ad-Spend-by-Industry-300x152.jpg 300w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Percentage-Total-Podcast-Ad-Spend-by-Industry-400x203.jpg 400w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Percentage-Total-Podcast-Ad-Spend-by-Industry-600x304.jpg 600w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Percentage-Total-Podcast-Ad-Spend-by-Industry-768x390.jpg 768w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Percentage-Total-Podcast-Ad-Spend-by-Industry-800x406.jpg 800w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Percentage-Total-Podcast-Ad-Spend-by-Industry.jpg 893w\" sizes=\"(max-width: 893px) 100vw, 893px\" \/><\/h2>\n<h2>Where are advertisers placing ads in podcasts?<\/h2>\n<p><a href=\"https:\/\/sponsorship.podbean.com\/howItWorks\" target=\"_blank\" rel=\"noopener\">Podcast advertising<\/a> is still a relatively new frontier in marketing. Typically, advertisers pay content creators for ad placements on one of the following sections of an episode:<\/p>\n<ul>\n<li><strong>Pre-roll &#8211; <\/strong>The first thing listeners hear when they press play<\/li>\n<li><strong>Mid-roll &#8211; <\/strong>An ad placed at or near the halfway point of an experience<\/li>\n<li><strong>Post-roll &#8211;<\/strong> An ad placed at the end after the main show has concluded<\/li>\n<\/ul>\n<p>Advertisers continue to test and learn which section is most effective and the length of an ad. The report shows advertisers had a stronger preference for having their brand mentioned in the middle of an episode during 2021.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5913 size-full\" src=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Podcast-Ad-Location-and-Duration.png\" alt=\"Podcast Ad Location and Duration\" width=\"751\" height=\"453\" srcset=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Podcast-Ad-Location-and-Duration-200x121.png 200w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Podcast-Ad-Location-and-Duration-300x181.png 300w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Podcast-Ad-Location-and-Duration-400x241.png 400w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Podcast-Ad-Location-and-Duration-600x362.png 600w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Podcast-Ad-Location-and-Duration.png 751w\" sizes=\"(max-width: 751px) 100vw, 751px\" \/><\/p>\n<h2>Why should small businesses take note?<\/h2>\n<p>The growth in podcast advertising should pause how small business owners allocate their marketing budgets and whether streamed audio provides a new avenue to target buyers effectively.<\/p>\n<p>Podcast advertising delivers strong performance because of the following factors:<\/p>\n<ol>\n<li><strong>Scale &#8211;<\/strong> Brands are more confident of reaching target audiences at scale, given that niche podcasts tend to attract specific audiences or demographics that businesses wish to target.<\/li>\n<li><strong>Trust &#8211;<\/strong> Podcast audiences generally trust the hosts they listen to. According to <a href=\"https:\/\/www.edisonresearch.com\/about-us\/\" target=\"_blank\" rel=\"noopener\">Edison Research&#8217;s Super Listeners 2020 study<\/a>, 45 percent of podcast listeners have bought products and services mentioned on shows<\/li>\n<li><strong>Recall &#8211;<\/strong> The same study indicates that nearly <a href=\"https:\/\/www.podcastinsights.com\/podcast-statistics\/\" target=\"_blank\" rel=\"noopener\">50 percent<\/a> of listeners pay more attention to podcast ads than ads on other forms of media and that consumers were more likely to remember brand mentions or messages from a podcast than other mediums.<\/li>\n<\/ol>\n<h2>How to get started in podcast advertising<\/h2>\n<h3>#1 &#8211; Know your audience<\/h3>\n<p>Understand the demographics or specific clientele targeted and identify podcasts that align best with their interests.<\/p>\n<h3>#2 &#8211; Define your objectives<\/h3>\n<p>Brand awareness or sales? It&#8217;s essential to define your objective for podcast advertising campaigns.<\/p>\n<h3>#3 &#8211; Test and then optimize.<\/h3>\n<p>Test different messaging, calls-to-action, ad formats, and placements and then optimize using the best-performing combinations by audience segment.<\/p>\n<h2>Conclusion<\/h2>\n<p>Podcasts are booming, and small businesses should consider leveraging advertising opportunities in this format to generate results for themselves.<\/p>\n<p>The value of <a href=\"https:\/\/www.thepodcasthost.com\/planning\/how-to-start-a-podcast\/\" target=\"_blank\" rel=\"noopener\">podcasts<\/a> is that they make it easy to reach relevant audiences. For example, a comic store with an eCommerce business would likely be a logical match for a podcast that discusses comic books.<\/p>\n<p>Importantly, research suggests podcasts ads can be very influential. Regular podcast listeners are more likely to buy or remember the products, brands, and services mentioned by the host of a show they enjoy than other mediums.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-animated\" style=\"--awb-bg-color:#ffffff;--awb-bg-color-hover:#ffffff;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:8%;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\" data-animationType=\"fadeInDown\" data-animationDuration=\"0.7\" data-animationOffset=\"top-into-view\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"awb-gallery-wrapper awb-gallery-wrapper-1 button-span-no\" data-limit=\"10\" data-page=\"1\"><div style=\"margin:-5px;--awb-bordersize:0px;\" class=\"fusion-gallery fusion-gallery-container fusion-grid-3 fusion-columns-total-3 fusion-gallery-layout-grid fusion-gallery-1\"><div style=\"padding:5px;\" class=\"fusion-grid-column fusion-gallery-column fusion-gallery-column-3 hover-type-none\"><div class=\"fusion-gallery-image\"><a href=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-1.jpg\" rel=\"noreferrer\" data-rel=\"iLightbox[gallery_image_1]\" class=\"fusion-lightbox\" target=\"_self\"><img decoding=\"async\" src=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-1.jpg\" width=\"633\" height=\"725\" alt=\"Why small businesses should take note of the boom in podcast advertising - 1\" title=\"Why small businesses should take note of the boom in podcast advertising &#8211; 1\" aria-label=\"Why small businesses should take note of the boom in podcast advertising &#8211; 1\" class=\"img-responsive wp-image-5921\" srcset=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-1-200x229.jpg 200w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-1-400x458.jpg 400w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-1-600x687.jpg 600w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-1.jpg 633w\" sizes=\"(min-width: 2200px) 100vw, (min-width: 784px) 585px, (min-width: 712px) 784px, (min-width: 640px) 712px, \" \/><\/a><\/div><\/div><div style=\"padding:5px;\" class=\"fusion-grid-column fusion-gallery-column fusion-gallery-column-3 hover-type-none\"><div class=\"fusion-gallery-image\"><a href=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-2.jpg\" rel=\"noreferrer\" data-rel=\"iLightbox[gallery_image_1]\" class=\"fusion-lightbox\" target=\"_self\"><img decoding=\"async\" src=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-2.jpg\" width=\"633\" height=\"725\" alt=\"Why small businesses should take note of the boom in podcast advertising - 2\" title=\"Why small businesses should take note of the boom in podcast advertising &#8211; 2\" aria-label=\"Why small businesses should take note of the boom in podcast advertising &#8211; 2\" class=\"img-responsive wp-image-5923\" srcset=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-2-200x229.jpg 200w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-2-400x458.jpg 400w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-2-600x687.jpg 600w, https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-2.jpg 633w\" sizes=\"(min-width: 2200px) 100vw, (min-width: 784px) 585px, (min-width: 712px) 784px, (min-width: 640px) 712px, \" \/><\/a><\/div><\/div><div style=\"padding:5px;\" class=\"fusion-grid-column fusion-gallery-column fusion-gallery-column-3 hover-type-none\"><div class=\"fusion-gallery-image\"><a href=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-3.jpg\" rel=\"noreferrer\" data-rel=\"iLightbox[gallery_image_1]\" class=\"fusion-lightbox\" target=\"_self\"><img decoding=\"async\" src=\"https:\/\/wekinnectglobal.com\/livebackup\/wp-content\/uploads\/2022\/02\/Why-small-businesses-should-take-note-of-the-boom-in-podcast-advertising-3.jpg\" width=\"633\" height=\"725\" alt=\"Why small businesses should take note of the boom in podcast advertising - 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