Podcasts are the latest trend in the marketing world. More and more companies are turning their courses towards advertising in podcasts in order to generate more audience engagement and create a larger customer base.
Podcast marketing is the next big thing in digital marketing by the advent of using amazing AI-based audio search tools such as Google Assistant, Siri & Alexa.
But First of all, What are Podcasts?
Podcasts can be considered as an alternate version of radio streaming. It is an audio show that spread over several episodes.
A huge number of podcasts is available that highlights numerous topics and talks about different subjects.
How are Podcasts Effective?
As the young generation is extremely selective of the kind of information they wish to intake, podcast marketing can be a great method to grab their attention.
Generally, when an ad is displayed before a video on YouTube, a large number of people tend to skip it, but when the same ad is shown in the middle of the video, the rates of skipping decreased by several times. The same is the concept of podcast marketing.
Ads in podcasts have three slots, namely Pre-roll, Mid-roll, and Post-roll. Quite self-explanatory, the pre-roll ad is displayed in the initial streaming of the episode.
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The mid-roll is displayed in the middle and the post-roll is given the green light when the episode is about to end. As the attention of the listeners tends to build up with the progression of the episode, they are very less likely to skip an ad that comes in while the podcast has reached halfway.
Making use of personalized ads and taking advantage of the time when the ad is being broadcasted are two of the most important aspects that need to be taken into consideration while selecting ways for podcast marketing.
How to know about the Success Rate of Podcast Ads?
Podcasts do not follow the PPC (Pay Per Click) mechanism; therefore; it is not possible to directly know about the success rate of your advertisement. However, you can follow the given methods in order to find out about the engagement the ad is giving rise to:
- Promo codes – You can mention a special code or word in the podcast advertisement and check the number of customers who have used that code on your website.
- Visit surveys – When the visitor exits your page, you can pose a direct question as a form of a survey to know about the means he ended up on your website. Those means can include ‘by searching’, ‘by link’, ‘by podcast ad’, ‘referral through friends’, etc.
- Checkout survey – Quite similar to the visiting survey, you can ask a question to the customers at the time of checkout to know if the sale is made through the podcast ad or not.
Podcast marketing is a concept newer than most others, yet it is very promising and is bound to help businesses grow and expand their reach.