Power of the Podcast

Don’t Sell Your Brand. Tell It In a Podcast

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Advertisers Have Found a Secret Weapon and it’s Called Podcasts

Audiences and advertising are finding common ground: a passion for audio.

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Already last year a study by Bridge Ratings predicted that as marketers gain more and more confidence in podcasts, the market spend for the platform will grow at a consistent 25% a year through to 2020. Similarly, Advertising Age predicts that advertisers will push for their content marketing strategies to produce audience-oriented content that aligns with their brand’s purpose and values.

All this culminates into an undeniable reality: podcast advertising is the way to go.

It Pays to Speak Up

Many businesses are finding that it pays to invest in audio advertising on podcasts networks.

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A recent report from Triton Digital revealed that 65% of podcast listeners would be more willing to buy products from companies that they’ve heard advertised on their favorite podcast.

The same study, that includes data of nearly 1,000 podcast fans, found that a whopping 45% of listeners claimed they visited a sponsor’s website after hearing a sponsorship message or advertisement during a favorite podcast.

What’s the Secret to This Success?

Marketing strategists and data analysts alike have no doubts over the particular pulling power of podcasts.

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As Anna Bager from Interactive Advertising Bureau puts it, “Podcast audiences are devoted fans whose enthusiasm carries over to the companies that sponsor their favorite shows. That ‘halo-effect’ is impressive. It is no surprise that more and more brands are including podcast strategies as part of their marketing mix.”

And the beauty of it is that it taps into a hard-to-reach audience – unlike other advertising avenues.

Speaking recently at SXSW panel on the “Evolution of Podcast Advertising“, Market Enginuity’s chief podcast strategist Sarah Van Mosel pointed out that 70% of podcast fans usually avoid visual advertising by using ad blockers online and ad-free services like Spotify subscriptions. But accepting audio content comes more naturally. “It’s a market that other kinds of digital media just aren’t penetrating.”

So do some forward thinking for your brand and step into action with an audio advertising strategy that has podcasts at the forefront.

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Related: Podcast Audience Continues to Rise   |   The Podcast Consumer 2017