While podcasts date back to the 1980s, it's only been in the last 5 years that we've seen an interest take off like never before. From short, daily news podcasts to multi-season, fictional podcasts, and everything in between, there's a niche for just about everyone. Between the vast library and the millions of dedicated listeners, there are plenty of opportunities to get your brand some airtime. Still unsure if podcast advertising is right for you? Keep reading for three reasons why podcast ads should be part of your 2021 digital strategy.
1. Listenership Has Increased
2020 has seen a definite increase in podcast listenership with no signs of slowing down. Currently there are more than 800,000 podcasts actively recording and releasing episodes, with new shows being released each week. This increase in shows has also led to an increase in listeners. According to Podcast Insights, 68 million people in the U.S. listen to podcasts weekly (a 22% jump from 2019) and more than 100 million people listened to a podcast in the last month. These podcast fans aren't only listening to one show; fans listen to an average of 7 different shows per week. With show lengths ranging anywhere from 15 minutes to several hours, you have plenty of opportunity to deliver your ad to listening audiences.
2. Listeners Are Engaged
When people listen to podcasts, it isn't just to have background noise; they're actively listening to the content and engaging with the podcast hosts. This holds true for the ads as well. Unlike tv ads, which consumers often tune out, listeners are interested in learning about the brands promoted by their favorite podcasts. Beyond being interested, listeners take action. A recent study of podcast listeners found that more than 60% bought a product or service a host had promoted. With a conversion rate that high, how can you say no?
3. Improved Localization
One of the most exciting changes to podcast advertising is the improvement in localized targeting. Whereas it used to be difficult to target at anything smaller than a national level, you can now target audiences all the way down to their city, geographic coordinates, or even local landmarks. This has opened the door for small businesses to start reaching potential customers in their area.
Listeners aren't expected to lose interest in podcasts any time soon, making the podcast space an ideal channel for your 2021 digital marketing strategy. But understanding which podcasts are best for advertising and recording an audio ad can seem daunting. That's where the digital marketing team at Informatics comes in! Our team can put together a robust digital strategy, including more than just podcast advertising, to help you achieve your 2021 goals.