Lisa Laporte, CEO of & Artisanal Agency, Shares Her Thoughts on Podcast Ad Effectiveness

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Lisa Laporte is the CEO of and Artisanal Agency in Petaluma, CA.

As podcasts have increased in popularity, greater attention has been turning to the opportunity of advertising using podcasts. There’s plenty of chances for advertisers to connect with potential consumers through podcasts by crafting engaging, quality advertisements. Marketing is constantly evolving and podcasts are a great new frontier for marketers to utilize as they work to find new opportunities and new customers.

At and Artisanal Agency, we have an established process for connecting advertisers and podcasters while making sure both parties are getting their content noticed. I’ve made an effort to extensively learn about podcast ad effectiveness since it’s a large part of what we do at my two companies and a great way to support podcasters and businesses alike. Here’s a little more insight into podcast ad effectiveness.

Why podcasts?

Podcasts are a growing medium for media consumption and provide ample opportunities for advertisers. Edison Research and Triton Digital published the results from a 2017 consumer survey in Infinite Dial that showed around 60 percent of Americans over the age of 12 are familiar with podcasts. Out of that group, 40 percent of them have listened to a podcast in the last month, which means there are at least 67 million Americans tuning into podcasts each month! As time goes on, these numbers are only increasing.

In the last couple of years, podcasts have become a great option for those making long commutes, traveling, or who simply need something to listen to while working. Podcasts allow you to easily intake knowledge while completing other tasks, which makes them perfect for advertisers to utilize. There are millions of people listening to podcasts, so it’s a golden opportunity to make listeners aware of some product or service your company is offering.

A look at the numbers

When it comes to listening to a podcast, the Infinite Dial survey revealed that 40 percent of podcast listeners listened to the entire podcast, while an additional 45 percent listened to most of the podcast. These numbers are fantastic news for advertisers, showing that most listeners are getting at least part of their advertisement in the podcast. Another recent report from the Interactive Advertising Bureau and accounting firm PricewaterhouseCoopers LLP showed that the amount of money spent on podcasts ads increased nearly 86 percent between 2016 and 2017. Many advertisers are becoming aware of the integral value of podcast ads.

In 2017, those of us here at conducted our own consumer survey, taking a poll amongst our audience to see how many of them made a purchase based on an ad in one of our podcasts. Over 20,000 of TWiT’s listeners completed this survey and 80 percent of them revealed that they made a purchase based on an ad from our podcasts!

What advertisers can do

Podcasts are the perfect opportunity for marketers to tap into a new group of consumers, but it has to be done with skill. It’s not enough to merely make a quick audio clip telling listeners to visit your website and make a purchase; much more creativity needs to go into a podcast ad to make it truly effective.

When creating a podcast ad, it’s important to view it as an opportunity to tell an engaging story to your listeners. People listen to podcasts because they’re interesting; you want your ads to be as well. Avoid creating ads that are too lengthy or technical; people want something short and sweet. The fewer ads per podcast episode, the more effective they are. So, when crafting an ad, keep it engaging, to the point, and consider offering some kind of coupon code listeners can use on your site. Offering a special deal to listeners of a specific podcast is a great way to engage and convert listeners into customers.

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Lisa Laporte
since: 06/2013
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