4 Paid Media Lessons In Podcast Advertising

RACHEL POULOS | March 27, 2019 | 89 views

It seems these days everyone has a podcast, and with more than half of the US population taking up listening to podcasts it’s a great way to share information and keep users engaged with your content. According to a study by the Interactive Advertising Bureau, in 2017 the US market for podcast ad spend was $314 million and is expected to grow more than 110% by 2020.

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Combat Video Ad Fatigue with Audio Advertising

Article | June 1, 2022

As a marketer, your goal is to create ads that stick in the minds of your audience. You devote extra time and resources to creating memorable graphics, engaging CTAs, and interesting copy that works. You also buy just the right ad spots. But, what happens when your potential customer scrolls right past your ad? Your costly video ad never creates a difference and your campaign fails. Combat this video ad fatigue with audio advertising to effectively influence your target demographic. After the audio content boom driven by podcasts, audio advertising is rising and becoming marketers’ new favorite. Nielsen Catalina Solutions’ 12-month-long study of audio ads on Spotify versus video and display ads found that audio ads were up to 25% more effective than other ad formats. Mostly, audio ads are delivered through podcasts. We’ll dive into this shortly. First let’s look at how audio advertising can influence the buying decisions of your target audience: Audio Advertising: Superpowers Explained Audio advertising uses a broad content category such as background scores, jingles, and branded content apart from audio ads. By fusing audio ads into audio experiences such as ad-supported music streaming or podcasts, marketers can position relevant products and services in front of customers. Here are more of its advantages: Audio Ads Offer Immersive Experience A study done by Lightwave and iHeartMedia showed that one of the biggest benefits of audio advertising was its ability to connect with the audience on a deeper level. Remembering catchy jingles is also a part of this connection. Audio ads communicate emotions, capture the attention of the listeners within seconds and engage them enough to paint a picture in their minds. They achieve this without a big budget or production crew. A strong script and an audio booth are all you need to create an immersive audio ad. They Have a Greater Reach Primarily, audio ads are delivered through podcasts because they can be easily categorized and are widely consumed. According to Statista, almost 60% of all U.S. consumers older than 12 listen to podcasts. Interestingly, 70% podcast listeners do not multi-task while listening to a podcast, so you are catering to alert listeners who might end up retaining your ad (Edison Research). Apart from podcasts, audio ads are also run in locations such as radio, music, and news streams. They Are Insightful and Creative Marketers can use 3D and 8D audio to create soundscapes that offer an immersive experience. Additionally, audio ads create a 1-to-1 relationship. With the help of programmatic advertising, they also collect many layers of data that provide buying insights. Integrating audio ads with voice assistants is a creative approach to entice customers while being interactive. Nars Cosmetics UK used Spotify to offer its customers voice commerce. Upon hearing the ad on Spotify, they could order samples and set up delivery using their smart speakers. Smart Speakers Are Changing the Game Smart speakers are contributing to screen-less moments in American homes. This means your video ad campaigns won’t get the kind of response you expect, but your audio ads just might. The Edison Infinite Dial report found that there is an average of 2.3 smart speakers in each home in the U.S. This number shows that a wide range of people use voice search and will listen to audio ads as a result. Summing It Up Audio advertising drives engagement and conversion through immersive storytelling, catchy jingles, and longer ad retention. It can be a great addition to your digital marketing strategy and refine the way you influence your audience’s buying decisions.

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Power up Your Mobile Ad Campaigns with These Four Tricks

Article | May 20, 2022

Did you know that there are over three billion smartphone users globally? While browsing through varied content, they see ads relevant to things they explore in their downloaded apps and games. In addition, they receive offers through SMS and see banner ads on websites they visit. These ads are a part of mobile ad campaigns specifically targeting a certain demographic. Some examples of mobile ads include carousel ads, image and text ads on Facebook, Snapchat filters and ads, video ads on YouTube, notifications from downloaded apps, ads that play between videos or games, and Instagram Story ads. Why are advertisers so keen on utilizing mobile ad campaigns? Mobile Ad Campaigns Speak the Revenue Language Marketers understand the power and impact of mobile phones on users’ lives. As a result, U.S. marketers spent a record 120 billion U.S. dollars on mobile promotion in 2020. (Statista). Mobile ad campaigns can achieve tremendous results and bring in revenue for you by creating a connection with the user through personalization and by catering to all kinds of online audience on-the-go. “The mobile device has become our communications hub, our diary, our entertainment portal, our primary source of media consumption, our wallet and our gateway to real-time information tailored to our needs. The revolution is now!” - Nihal Mehta, Founding General Partner at Eniac Ventures Mobile Advertising Covers All the Bases Companies engage in mobile advertising for objectives like lead generation, customer retention through new offers, brand engagement activities like contests, and creating awareness about a product or a service. Mobile ads are the preferred channel for advertising because: They are cost-effective Allow geo-targeting Get a quick response Can be easily tracked Let us look at all the tricks that can help you optimize your mobile ad campaigns. Grab the Users’ Attention Imagine mobile users aggressively scrolling on their phones. Your ad should make them stop and grab their attention enough to make them read it. The goals of your ad campaigns should be clear. If you are looking to redirect the user to your website or want them to click on the ad, your campaign execution should align with these goals. Adding Value Through Your Messaging Pushing your message effectively to the user can ensure the success of your campaign. Your text should be crisp and sharp, interesting yet simple to comprehend. Use popular phrases or buzz words to create a connection with the users. Don’t Underestimate Visual Appeal Visual appeal plays a vital role in the way users react to ads. The image size of your ad, the moving flow, and the options for interacting with the ads can impact your ad’s performance. Ensure that you never interrupt your user’s reading flow when they are browsing and that the visuals of your ad are pleasant and appealing to the eye. Remember, Brevity is the Soul of Wit The content of your ad should be impressive enough to make the users engage with it. Users will respond to clear copy, visuals and your message’s simplicity. Furthermore, make sure that your landing pages are bug-free, load quickly and relate to your display ad so that the users can form a tangible connection between them. Wrapping It Up Mobile advertising helps brands remain connected to their customers around the clock while on the move. It is a personalized and flexible type of advertising that can help advertisers understand the lifestyle of targeted customers to offer them just what they need.

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Podcast Advertising: A Promising Avenue for Result-oriented B2B Ad Campaigns

Article | May 19, 2022

Marketers in the B2B domain have a multi-channel approach to marketing because they target companies as buying groups. B2B marketers are leveraging podcast advertising with the help of advertisers, creators, and publishers for brand building and generating leads. They leverage up-and-coming avenues of advertising, most of which are a part of digital media channels. One such avenue is podcast advertising. Podcast advertising is emerging as one of the fastest-growing digital media channels for advertising. It is estimated to grow to more than $2.13 billion in 2022, according to a study by the Interactive Advertising Bureau and PwC. But, what is driving this growth? Engagement. People are finding podcasts more engaging than ever. Consequently, the demand for podcast ads across all categories is growing. Dynamic Ad Insertion (DAI): The Rise of Automated Ad Tech Dynamic ad insertion is a form of programmatic advertising that uses first or third-party data. This data comes from the device playing a podcast, a device user agent, the device’s IP address, and what episode is requested, to serve ads to a target demographic. The ad server of the podcast hosting platform decides which ads should be stitched into a particular podcast episode. If done well, the audience will never know the difference between a dynamically inserted ad and a baked-in ad, which is a permanent part of the audio of the podcast. Podcast hosting platforms, advertisers, and publishers adopted DAI because it helps brands win contextual relevance and efficiency through granular advertising opportunities. Through custom audio ads that appeal to the target audience, dynamic or seasonal geo-targeted ads, measurable variables, and performance data, DAI gives advertisers good control over podcast ad campaigns. This control allows them to tailor the campaigns based on the marketers’ demands. DAI is evolving and has great potential in transcription-based targeting using AI and machine learning. It also has greater creative interactivity to make audio ads engaging through voice interactivity, personalization, and mobile phone engagement. A podcast advertising example using DAI would be a brand creating multiple versions of pre-recorded audio ads that are served to target audiences on any podcast that meets the campaign criteria. Podcast Advertising Anchors Digital Marketers for Effective Outreach Edison Research’s Podcast Consumer 2017 report found that:  24% of people between the ages of 18 and 54 listen to podcasts monthly  Listeners are almost evenly split between men and women  Listeners tend to be affluent, mainly educated consumers  In the 25-54 age bracket, monthly listening has grown year over year for the past four years These stats demonstrate the growing market for podcast advertising and a very stable demographic that B2B marketers would want to target. Marketers rely more on podcast advertisers and platforms to tap into the potential of podcasts as a media channel. Here are some of the ways in which podcast advertising can enhance B2B marketing plans and bring in more conversions: Listener behavior expansion− By understanding what kinds of podcasts the target audience listens to, marketers can create ads that appeal to them, and advertisers can help them get the perfect spot for the ad campaign to make it more successful. Pivoting messaging is easier− Using different voiceovers, marketers can deliver the same message but elicit a different reaction from their target audience. Recycling old ad files is also a viable option to save time and resources. Human connection− Hyper-personalized targeted ads relevant to the podcast content create a human connection with the audience and can influence their opinion about a brand. Personal influence− Podcast hosts create a personal influence on the listeners so they keep tuning in to the podcast and even listen to the episodes again after a period. Ads on such podcasts receive stronger engagement and response. Additionally, hosts can also relay brand messages to listeners and influence their buying decisions. Regional marketing− Podcasts are a great way to connect with a target demographic residing in a certain geographical area. Geo-targeting is a boon for region-specific marketing endeavors. Effective storytelling− Podcasts can fuse autonomous sensory meridian response (ASMR) for immersive storytelling to impress listeners. The continuity and power of an engaging narration keeps the listeners subscribed and attached, ensuring that any kind of advertising on such podcasts can reach a wider audience. Advertisers Are Helping B2B Marketers Generate Revenue According to a forecast by IAB (Interactive Advertising Bureau), podcast advertising revenue will exceed $4 billion by 2024. Marketers are dependent on advertisers to tap into the podcast advertising potential to generate revenue in the following ways: Demand Generation An estimated 62 million Americans (Source: Edison Research) listen to podcasts, and this number is expected to grow. An interview by a product expert on an industry-relevant podcast can help get leads without wasting any budget on creating awareness, making it cost-effective. It’s no wonder LinkedIn and HubSpot have started their own podcast networks to host business and career-related content. Brand Building & Customer Retention Apart from using podcasts to generate leads, it can also help with brand building. Sponsoring a popular and relevant podcast episode can create a brand’s reputation and trust. It can also help retain existing customers as sponsorships demonstrate a continuous commitment to industry growth and development. Ad Effectiveness 75% of podcast listeners were happy with the purchase they had made from podcast ads (A Study by Voices, the #1 voice marketplace). This goes to show that podcast advertising brings out expected results and conversions without compromising the customer experience or opinion. Podcast as a Medium for Thought Leadership Podcasts are a great medium for B2B thought leadership. They are a free space to express expert industry opinion, talk about the current industry trends, address the pain points of the customers, discuss tech advancements, and create a personal connection with the listeners. Tailored thought leadership content can fuel brand engagement and bring in leads that convert because of brand trust. Feedback gathered through interactive content can help B2B marketers create personalized marketing plans to align their goals with ad campaigns better. Podcast Ads: Taking the First Step Before you step into the world of podcast advertising, make sure you consider aspects like target demographic, podcast ad pricing, industry/brand relevant podcasts, ad purchasing, the reputation of the podcast advertising network, and podcast advertising platforms. Policygenius, a New York-based insurance agency, invested early in podcast advertising through Ad Results Media, an ad agency. Policygenius achieved its ROI goals, and its media spending increased by 10x in two years. You can buy podcast ads directly, through a podcast advertising network, or programmatically. To track the success of your ads, use KPIs like unique listeners, ranking and reviews, subscribers, social sharing, and episode-by-episode metrics. Wrapping It Up Podcasts can be a great advertising avenue for B2B companies to influence their buying groups and create new customers. Its monumental growth as a media channel and its ad revenue over the past couple of years indicate that it is here to stay and should be harnessed for a wider reach and bigger sales numbers. FAQ What is the role of podcast advertising networks? A podcast advertising network is a full-service podcast advertising solution that maintains podcast ad inventory and manages ad campaigns for marketers. How is podcast advertising different from traditional advertising methods? Podcast advertising uses automated ad tech to create dynamic ad campaigns across relevant podcasts, while traditional advertising methods focus on print ads, outdoor billboards, and cable television. Which are some popular podcast advertising platforms? Some popular podcast advertising platforms are Midroll, AdvertiseCast, PodGrid, and Archer Avenue.

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Netflix Opens Doors to Ads After Subscriber Count Takes a Nosedive

Article | May 11, 2022

Netflix Takes an Unexpected Route Popular streaming giant Netflix’s subscriber count plummeted for the first time in a decade. After it announced the loss of 200K subscribers in Q1 of 2022, its stocks dipped more than 35%. In addition, a shareholder recently sued the platform for violating securities law after its subscriber growth reached an all-time low and the stock value crashed, making the picture bleaker. It’s not surprising that the platform had a change of heart about bringing advertising to its platform. The decision puts the platform in the same category as its competitors, HBO Max, Amazon’s Freevee, and Disney+, who want to offer cheaper, ad-enabled content to consumers. It also addresses the company’s issue of slow revenue growth. “Those who have followed Netflix know that I’ve been against the complexity of advertising and a big fan of the simplicity of subscription, But as much as I’m a fan of that, I’m a bigger fan of consumer choice.” co-CEO Reed Hastings What Do Advertisers Think? The advertising community had mixed reactions to the announcement. Long commercials are not an option on streaming platforms like Netflix. The ads run only for a few minutes every hour to retain the viewer experience. Despite this, advertisers are excited to target Netflix’s rich audience of over 200 million. There is no clarity on who will sell the ads and how the campaigns will be managed. Only time will tell how Netflix’s move will affect its subscribers and the advertising market. The company will keep ad-free tiers for subscribers who wish to enjoy high-quality ad-free content. It may change its subscription plans to offer low-cost plans with ads and minimize password sharing. There is no set timeline or regions decided for implementing these plans. The company hopes that this “consumer choice” to choose a cheaper plan will revive its subscriber growth graph. What Comes Next? Though Netflix has done the unexpected, it is giving well-established ad-funded broadcasters and streaming platforms a reason to worry. As of now, the potential for a low-cost VOD service equipped with ads is huge for advertisers. Once the plans are introduced, new audience profiles will emerge. Advertisers will want to understand and target them. As an ad platform, Netflix’s performance will only be understood through testing and learning.

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We are a creative communications agency made up of people from advertising, design, content, digital, media and social strategy. We have the hunger and energy of a start up with the resource and reach of a network. We believe in the power of big ideas that connect intimately with their audience.

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Backtracks Announces AI-Based Traffic Surge for Podcast Publishers

Backtracks, Inc. | September 15, 2021

Backtracks, the technology infrastructure platform for end-to-end podcast management, advertising and data analytics, announces the release of Backtracks Traffic Surge technology. The AI-based insights for podcast and audio publishers notifies content creators when new or back catalog content is surging in popularity outside of what is expected performance for that particular content. Through these content data trends, publishers are able to analyze and repeat their most viral content. “Backtracks’ goal is to provide a superior experience for both publishers and audiences,” said Jonathan Gill, CEO of Backtracks. “The use of AI and ML for data analysis, predictive modeling, and self-learning systems ensures that computers can help humans create better podcasts and content. Backtracks Traffic Surge informs creators of what’s working and detecting patterns in the data at a scale and speed that humans cannot. Better data, better content, and a better experience are at the core of Backtracks.” Backtracks Traffic Surge technology allows publishers to pinpoint highly trafficked podcast episodes and segments, identifying high interest content that will allow for repeated success. Backtracks Traffic Surge technology picks up outsized levels of engagement and notifies publishers of data trends. The alerts and data are tailored to individual publisher’s content, creating a seamless process for creators to be able to break down trends within each series and episode and help publish more content that drives a high volume of traffic. Backtracks Traffic Surge is a notable step in the continued use of AI and ML in Backtracks’ podcast and advertising analytics technology. 2021 has been a year of innovation and milestones in the product landscape for the Backtracks platform to deliver unprecedented value to podcast publishers and advertisers. The company has made advancements in technologies like Backtracks Podcast Analytics, Backtracks SDKs, Backtracks Player, interactive audio and head-nod detection. Most recently, Backtracks announced its IAB podcast measurement certification for podcast analytics and advertising metrics and a collaboration with Google Cloud to allow publishers and advertisers to view their podcast advertising and analytics data within Google Data Studio. Backtracks continues to invest heavily in further development of existing and new product offerings and its infrastructure platform, to help podcasters and audio partners around the world measure, monetize, and advertise in audio and podcasting. About Backtracks Backtracks is the leading technology infrastructure platform for end-to-end podcast management, advertising and data analytics. Through a product suite of turnkey tools and data analytics solutions, the company provides the technology for publishers, brands and advertisers to gain greater insights for engaging, reaching and understanding their target audiences while delivering a superior listening experience to their listeners. Founded in 2016 by engineers Jonathan Gill and Kevin Wright, Backtracks is on a mission to modernize the podcast medium by providing podcasters and advertisers with the tools to measure, discover and monetize their content and data. The company empowers thousands of podcasts and audio partners, including Wondery, McKinsey & Company, Stratfor, Samsung, Mediahuis, OECD, The Memphis Grizzlies, and NASA.

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US podcast ad revenues hit record $314 million in 2017

TechCrunch | June 12, 2018

The U.S. podcasting industry had a record year in 2017, reaching $314 million in revenue – a figure that’s up 86 percent from the $169 million in 2016, according to new study out this morning from the Interactive Advertising Bureau (IAB) and jointly conducted by IAB and PwC U.S. The firms are also estimating podcast revenue will see triple-digit 110 percent growth between 2017 and 2020, when revenues will then reach $659 million.

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Backtracks Announces AI-Based Traffic Surge for Podcast Publishers

Backtracks, Inc. | September 15, 2021

Backtracks, the technology infrastructure platform for end-to-end podcast management, advertising and data analytics, announces the release of Backtracks Traffic Surge technology. The AI-based insights for podcast and audio publishers notifies content creators when new or back catalog content is surging in popularity outside of what is expected performance for that particular content. Through these content data trends, publishers are able to analyze and repeat their most viral content. “Backtracks’ goal is to provide a superior experience for both publishers and audiences,” said Jonathan Gill, CEO of Backtracks. “The use of AI and ML for data analysis, predictive modeling, and self-learning systems ensures that computers can help humans create better podcasts and content. Backtracks Traffic Surge informs creators of what’s working and detecting patterns in the data at a scale and speed that humans cannot. Better data, better content, and a better experience are at the core of Backtracks.” Backtracks Traffic Surge technology allows publishers to pinpoint highly trafficked podcast episodes and segments, identifying high interest content that will allow for repeated success. Backtracks Traffic Surge technology picks up outsized levels of engagement and notifies publishers of data trends. The alerts and data are tailored to individual publisher’s content, creating a seamless process for creators to be able to break down trends within each series and episode and help publish more content that drives a high volume of traffic. Backtracks Traffic Surge is a notable step in the continued use of AI and ML in Backtracks’ podcast and advertising analytics technology. 2021 has been a year of innovation and milestones in the product landscape for the Backtracks platform to deliver unprecedented value to podcast publishers and advertisers. The company has made advancements in technologies like Backtracks Podcast Analytics, Backtracks SDKs, Backtracks Player, interactive audio and head-nod detection. Most recently, Backtracks announced its IAB podcast measurement certification for podcast analytics and advertising metrics and a collaboration with Google Cloud to allow publishers and advertisers to view their podcast advertising and analytics data within Google Data Studio. Backtracks continues to invest heavily in further development of existing and new product offerings and its infrastructure platform, to help podcasters and audio partners around the world measure, monetize, and advertise in audio and podcasting. About Backtracks Backtracks is the leading technology infrastructure platform for end-to-end podcast management, advertising and data analytics. Through a product suite of turnkey tools and data analytics solutions, the company provides the technology for publishers, brands and advertisers to gain greater insights for engaging, reaching and understanding their target audiences while delivering a superior listening experience to their listeners. Founded in 2016 by engineers Jonathan Gill and Kevin Wright, Backtracks is on a mission to modernize the podcast medium by providing podcasters and advertisers with the tools to measure, discover and monetize their content and data. The company empowers thousands of podcasts and audio partners, including Wondery, McKinsey & Company, Stratfor, Samsung, Mediahuis, OECD, The Memphis Grizzlies, and NASA.

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US podcast ad revenues hit record $314 million in 2017

TechCrunch | June 12, 2018

The U.S. podcasting industry had a record year in 2017, reaching $314 million in revenue – a figure that’s up 86 percent from the $169 million in 2016, according to new study out this morning from the Interactive Advertising Bureau (IAB) and jointly conducted by IAB and PwC U.S. The firms are also estimating podcast revenue will see triple-digit 110 percent growth between 2017 and 2020, when revenues will then reach $659 million.

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