More Than Meets The Ear Series – Make Your Voice Heard

Why Advertisers Are Turning to Podcasts

Advertisers are increasingly pouring into the podcast market, and for good reason: That’s where consumers are. More than 100 million Americans listen to podcasts regularly^[1], and podcast listeners earn 40% more than the average salary in the U.S.^[2] That’s why ad spending has ballooned to more than $1 billion a year.^[3]

But with roughly 2 million podcasts to choose from, how can advertisers break through the clutter and make their voices not only heard, but heard by the right people? These are the questions that Ad Results Media (ARM), the world’s leading audio and podcast advertising agency, helps brands navigate every day. The agency specializes in playing matchmaker between advertisers and podcasts, drawing on data analytics and extensive relationships with networks and hosts to find the right fit for a particular brand.

Advertisers can target the right listeners and, once they’ve found them, develop marketing strategies that connect.

“The first thing is to have a good understanding of what podcasts are out there, and which ones your intended audience is likely to be listening to. It’s our job to connect the right advertisers to the right podcasts, and to evaluate what kind of audience is going to be receptive to this product and this message.”

Tony Carnevale, ARM’s Creative Director

Strategies for Standing Out in a Crowded Podcast Market

Beyond choosing the right podcasts, there’s more that advertisers and brands can do to reach the right consumers with the right messages. Per Tony, here are four ways brands can develop stand-out marketing strategies in the crowded podcast space:

1. Embrace experimentation.
2. Focus on the hosts.
3. Take risks.
4. Become part of the story.

Raising a brand’s voice in podcasts doesn’t require the savviest marketing strategies or catchy taglines. Instead, advertisers need to understand the unique ways consumers interact with brands through this medium. And that starts with understanding the unique relationship between the host and their loyal listeners. 

Download the full e-book here to learn how authenticity, humor, and a genuine connection between a host and an audience are truly the most important and most powerful tools for connecting with potential customers. 

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Sources: 1. “The Infinite Dial 2020,” Edison Research and Triton Digital; 2–3. “Benchmark Report Q2 2021,” Podsights.