Podcast Advertising

Podcasts are “download on demand” online radio that you can listen to on your PC, Tablet, or Phone. Genres include True Crime, Comedy, Politics, Talk Shows, Hobby, and more.

All ads are read by the host and integral to the show. Unlike traditional radio, the podcast listeners tend to be much more engaged have more of a personal bond with the hosts. This highly endorsed advertising makes this space so effective.

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Quick Facts: Edison Research Infinite Dial 2018 released March 8th, 2018.

  • 73 million monthly podcast listeners (2018);
  • Up from 64 million in 2017;
  • 56% Male (2017);
  • 44% aged 18-34(2017);
  • 33% aged 35-54 (2017);
  • For more facts click here for Edison Research 2018 Report

Acquisition Methods

  • Most Common: Subscribe on media platform such as ITunes or Stitcher and have each new episode automatically downloaded
  • Other Methods: Streaming, YouTube, Direct download from webpage

Advertising

  • Pricing: the pricing formula is derived from “guaranteed minimum downloads”. A shows cpm is multiplied by the minimum guaranteed downloads to acquire the final price/ number of episodes.
  • Guaranteed Minimum Downloads: the pricing is final relating to quoted guaranteed minimum downloads. If a show underdelivers at the end of the campaign, they must comp ads until the minimum has been reached. If a show overdelivers, any excess is a value ad. The show also must complete the set number of ads regardless of over delivery

Ads

  • Dynamic vs Traditional
  • Dynamic: Pre recorded and added into the advertisement at set time slots. *Ads cease once minimum is reached*
  • Traditional: ads are part of the show and flow with the content. Hosts incorporate the message within their show at a variety of time slots.

Time Slots

  • Pre roll “Top of the Show”: usually 15 seconds. “this show is brought to you by XXXX and their product YYYY. Go the ZZZZ.com for more information”
  • Midroll: Most popular, can range from 30 seconds to over 3 minutes. In depth host read delving into details about company/product.
  • Post roll: End of the show, “This show was brought to you by XXXX”

Engagement

  • We find that podcast advertising targets extremely engaged audiences
  • This is reflected by a total yearly spend of over $220 million in the space. This is an increase of over 85% since 2016

Attribution

  • We prefer to use a two pronged system for attribution
  • Unique web URL: by assigning each podcast with a specific URL, we gather data not only to observe traffic and conversions but also optimize during the campaign
  • Promo Codes:
    • Specific: Unique to each podcast. Useful in case someone does not remember the URL and instead goes through the main webpage to complete an order and provides individual tracking.
    • Generic: Can be applied to all podcasts as a backup to a specific URL. Provides attribution for those who use main web page without individual tracking.

Logistics

  • Inventory: Inventory is very fluid in this channel.
    • Upon deciding on a budget, inventory availability is determined and an IO is produced to reflect a complete program.
    • Inventory is not guaranteed, availability is heavily dependent on signing of the IO.
    • Once IO is signed, inventory is locked down.
  • Onboarding: Calls with each host take place after the IO is signed
    • These calls aim to familiarize the hosts with our clients company, product, and message. This provides the host a more personal relationship with the company and is reflected in the quality of ads produced.
    • Calls do not exceed 30 minutes, and rarely exceed 10 minutes.
  • Scripting: a basic set of “copy points” must be provided so that scripts can be developed around specific requirements
    • In the copy points, specific items that must be included should be outlined, as well as items that should be avoided.
    • Rickard then produces an advanced script that is a result of combined client copy points and host notes.
    • Rickard monitors each ad placement to ensure our clients are aligned properly with podcast message, and make optimizations to the script as the program continues.

Budget

  • We recommend a test budget of $15-$20K. This allows for a refined test across a combination of verticals and non-verticals with the highest engagement.

Monitoring

  • During the campaign:
  • Rickard follows all podcasts to ensure proper alignment with our client’s brand
  • If the KPIs we set are not being met by a particular podcast, we adjust message and structure. If further action need be required we ensure the programs terms are met.
  • Analysis is sent to our clients pertaining to where we are in the program and our current projections
  • Download reports are sent at the half way point of the program to solidify projections