What is a podcast ad?
Podcast advertising is a form of audio advertising that serves ads to the listeners of a podcast episode. Since podcasts often cover niche subjects and have devoted, attentive audiences, podcast ads are typically more effective and targeted than ads that appear in forms of mass media, such as radio spots or TV commercials.
How many ads should you put on a podcast?
How many ads should a podcast have? Considering the benefits of podcast advertising and the relatively short length of them, you might be surprised to find the industry standard for the number of ads falls around 2-4 per podcast episode. This might seem like a minuscule number, but it’s due to the nature of podcast advertising.
Should your business advertise in podcasts?
It’s unlikely businesses want to advertise in a podcast together with five of their direct competitors. Furthermore, podcast are typically compact shows designed for listening during the way to work or while doing household chores. If you start adding ten 60-second ads to a podcast, the length will naturally increase.
Do podcasts on Spotify have ads?
Note that podcasts can include ads - s ome podcasts have advertising as part of their content, but Spotify doesn't include any extra ads. I'd recommend checking out this article for more info.
Do podcasts have advertising?
Podcast advertising is podcasting as a medium to promote a particular product, service, or business. This involves podcast ads which are the promotional breaks in podcast content where the host reads an advertisement for a brand. In some cases, the ad is a pre-recorded message inserted into the audio.
Why do podcasts have ads?
Perhaps the biggest benefit of podcast ads is that listeners enjoy them. Edison Research found that 67% of podcast listeners enjoy hearing the ads, compared with just 6% for TV and radio audiences. The WARC report said that 78% of listeners are comfortable with hearing ads on podcasts to support free content.
Can you stop ads on podcasts?
About this type of block, enter Adblock Radio which is an ad blocker for live radio broadcasts and podcasts created by Alexandre Storelli. According to its author, Adblock Radio uses techniques such as voice recognition, acoustic fingerprinting and machine learning to detect advertising formats.
Do podcasts on Spotify have ads?
Spotify is today introducing a new ad format aimed at podcasters which it's calling “Call-to-Action Cards” — or CTA cards, for short. The feature, which is powered by Spotify's streaming ad insertion technology, will display a visual ad in the Spotify app when the audio ad begins to play.
What are disadvantages of podcasting?
Disadvantages of PodcastingAccessibility for some audience can be an issue. Internet is required for people to access the podcasts and it becomes difficult to reach to a wider audience if internet is not available. ... Finding and reaching to your audience. ... IP and content protection is difficult.
How much are ads on podcasts?
The pricing of podcast ads can be structured in different ways. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40.
Where can I listen to podcasts without ads?
Listen to podcasts in the Stitcher Premium library completely ad-free. Listen to podcasts ad-free from major networks like Last Podcast on the Left, Your Mom's House, Earwolf, Witness Docs and more.
Can you get rid of ads on Spotify podcasts?
The Independent was able to get an explanation from Spotify in January 2021. “All Spotify users receive an on-demand podcast listening experience that may include ads or sponsorships. Spotify Premium offers users an ad-free music listening experience.
Why does Spotify Premium have ads on podcasts?
While Spotify doesn't play ads that interrupt the music listening experience of Premium subscribers, some podcasts may include advertising, host-read endorsements, or sponsorship messages. Can you confirm for us if you're getting ads in podcasts or in music?
Are there ads on Spotify free?
However, the free version of Spotify is ad-supported much like a radio station. So, with a free subscription to Spotify, you cannot listen to music without the distraction of ads. If you're tired of hearing an ad every several songs, you can certainly subscribe to the uninterrupted Spotify Premium for $9.99 per month.
Why does Spotify have so many ads now?
At least we now know that Spotify playing ads after every song is in fact a bug and not something deliberate as many had fearfully suspected. This comes following customer chat support's vague responses which had caused further confusion.
Do you need Spotify Premium for podcasts?
Both Free and Premium users have access to all of Spotify's music and podcast content, and both have nearly the same Discovery features available. The difference is that Premium users may get early access to new music releases or exclusive content, whereas Free users will have to wait a couple of weeks.
Are podcast ads effective?
Over 70% of listeners preferred that ads were read live during recording rather than played as a pre-produced segment. Almost 53% wanted their podcast ads read by the host. 3 out of 5 podcast listeners would like the ability to interact with the ads and trusted the endorsements of their favorite podcasts.
What is one advantage of advertising on podcasts?
Podcast advertising is a live-read 15 to 60 seconds audio ad a customer can hear in pauses of podcasts. It helps earn people's trust, reach wide audiences, increase ROI, and promote products.
What are the three reasons that podcast listeners are so desirable to advertisers?
According to Nielsen, 78% of the consumers surveyed don't mind hearing podcast ads, and 62% would consider buying a product after hearing an ad. I see three primary reasons why podcast advertising delivers such unbeatable performance: scale, trust and recall.
What are podcast ads called?
Pre-Roll Ad: an ad placed at the beginning of a podcast episode. Mid-Roll Ad: an ad placed near the middle of a podcast episode. Post-Roll Ad: an ad placed at the end of a podcast episode.
Podcast ads 101
From a marketing perspective, both heavy and light podcast listeners are among the most desirable audiences across the entire media landscape. They are desirable due to two key factors: Podcast audiences are very engaged with the content they listen to and podcast listeners have much higher household incomes than the general population.
Conclusion
Podcast ads and sponsorships are a reliable way to monetize your podcast. You can easily include ads during, before or after your episodes (either dynamically placed or manually placed) and even display your sponsors’ logo/details in the artwork or on your podcast website.
Intro to Podcast Advertising
Podcast advertising is the ability for brands to pay for placement of their advertising within various podcast shows. Podcast ads can be bought directly from podcast show hosts or programmatically using an audience-based buying approach.
How to Measure Podcast Advertising
There are many effective ways to measure success for your brand and calculate ROI.
Choose a Trusted Podcast Advertising Agency
As the podcast advertising space begins to mature and welcomes more and more advertisers, the solutions will begin to become more turnkey – but until that time, specialty agencies bring the expertise, tools and solutions to navigate this space successfully.
Conclusion
Weekly audio listening has hit an all-time high, with 176M Americans tuning in every week. Along with this increased reach, they also added an additional 1 hour of listening time. The average time spent in 2021 with online audio was 16 hours, 14 minutes, up from 15 hours, 12 minutes in 2020*.
Why do podcasts have ads?
Podcasts primarily feature host-read advertisements to increase ad engagement. According to a study performed by Nielsen, host-read podcast ads were “significantly more likely to be described by respondents as authentic and believable, and less likely to be felt as forced.”.
How to advertise a podcast?
Although podcast advertising can be primarily used to build brand awareness, you need first to get in front of small but extremely engaged audiences. Develop a cost-effective marketing strategy and create content that you know your audience will love. Then approach podcasts who serve your target audience.
How to find your audience on podcasts?
Here are some ways you can find your target audience: 1 Google “Topic target audience is interested in + Podcast”. 2 Browse podcast directory category listings for many shows about one theme. 3 Use Facebook’s Audience Insights tool to figure out what pages your users interact with most then find podcasts related to those subjects. 4 Look through podcast networks that cater to specific shows. For example, HeadGum (a comedy podcast network), Wondery (known for its immersive podcasts), and EarWolf Podcast Network (known for their celebrity hosted podcasts) are networks that allow brands to advertise across multiple shows.
What is authentic show?
Authentic Shows (formerly Podtrac ad services) boasts 13 years of experience as a podcast advertising company. They provide advertising representation for podcasts and support advertiser media planning.
How many people listen to podcasts in 2020?
Podcasts are growing in popularity every year–as of March 2020, 104 million Americans listen regularly and that number is expected to climb. As the medium continues to grow, now is the time to consider podcast advertising as a marketing channel for your business. Different from streaming music or video content, ...
What is Advertisecast platform?
AdvertiseCast claims to integrate an ad buying and management platform with full-service agency capabilities to make podcast advertising simpler.
How to monitor podcast ad attribution?
Monitor your podcast ad attribution so that you know which channels are bringing you the most traffic and , which ones you need to invest in more . You can use strategies such as dedicated landing pages, exclusive discount coupons, and consumer surveys to measure this.
Why do podcasts have ads?
The secret often lies in the way podcast ads (the good ones!) relate directly to the content of the show and therefore, add another dimension for the listener. Podcast advertising is often more about the host’s endorsement of the product rather than being a filler for the show.
WHAT MAKES A GOOD PODCAST AD?
In fact, the difference between a good and a bad podcast ad can mean the difference between a successful show and a disaster. Because listeners make a decision to download and listen to a podcast, bad advertising in the podcast can turn off listeners and sink the whole show.
WHY SHOULD BUSINESSES CARE ABOUT PODCAST ADVERTISING?
To understand podcast advertising, you need to understand what podcasts are. The Oxford Dictionary defines a podcast as:
What is podcast advertising?
Podcast advertising is often more about the host’s endorsement of the product rather than being a filler for the show. According to Midroll, the digital media company, 63% of their podcast listeners have purchased a product, which was advertised on a podcast.
How many slots are there in podcast ads?
When it comes to industry standards, podcast ads tend to be relatively short. The ad structure typically involves two separate ad slots. These are:
How many podcasts do Americans listen to a day?
In fact, Americans listen to around 21.1 million hours of podcasts every day. In terms of business opportunities, the research also found podcast audiences to be affluent, with the average household income reaching $75,000 or more in 2015.
What is a podcast?
Podcasts are another digital medium for sharing information, news and ideas in a more social media type of environment. The content of today’s podcasts ranges from film and music to business and education. Anyone can create a podcast – you simply need a computer and audio content – which means businesses are sure to find a podcast show related to their product or service.
How many podcasts will be available in 2020?
You have lots of options. According to Podcast Insights, as of April 2020, there were more than 1 million podcasts and 30 million podcast episodes.
What does CPM stand for in podcasts?
CPM stands for cost per mille, which is the cost per one thousand impressions, or listeners. The number of impressions may be calculated based on the number of times an episode is downloaded or the number of subscribers a podcast has.
Do ads appear on Android?
The ads only appear on the Android app.
Do podcasts have ads?
We don't play ads that interrupt the music listening experience of Premium subscribers. However, some podcasts may have advertising or sponsorship messages within the episodes.
Does Spotify have premium?
Yes, I am logged into my Spotify account which has premium. No, it does not happen with music. Yes, it happens on every device (app & website through Firefox & Chrome on Windows 10, app & website through Firefox on Ubuntu, and the Android app on a Samsung Galaxy S8 running Pie) I checked, and the only podcast that serves ads (specifically ...
Does Spotify have ads?
Note that podcasts can include ads - s ome podcasts have advertising as part of their content, but Spotify doesn't include any extra ads. I'd recommend checking out this article for more info.
Does Spotify allow podcasts to have ads?
You say in one sentence that Spotify allows podcasts to insert streaming ads then on the next sentence that it's not something you can control. It absolutely is in Spotify's control. It's Spotify's platform. I pay for premium so that I don't get ads.
