Monday Memo: Podcast Ads Work

| January 7, 2019

By Holland Cooke
Consultant

BLOCK ISLAND, RI — From a recently-published Nielsen study commissioned by Stitcher:

  • 61% of consumers exposed to podcast ads for well-known national brands were more likely to purchase the advertised product.
  • Podcast advertising generates up to 4.4 times better brand recall than other forms of digital advertising (ad banners, pop-ups, etc.).
  • More is more: When the study probed national packaged goods brands, it found 43% greater recall of longer customized ads than shorter copy.
  • The personal touch: Those who heard a host-read ad (for a national soft drink brand in this case) were 118% more likely to buy than those who didn’t hear the ad. I see this as an advantage for radio talent, whose endorsement spots can be powerfully effective.

In an increasingly on-demand culture, YouTube/Netflix/Amazon/et al have upset broadcast TV stations and networks.  For the same reason, radio needs to get into the podcasting game in a more meaningful way.

 “This shift underscores the power of podcasts to speak to a generation of consumers who tend to be hard to reach through other digital media platforms.”

— Stitcher chief revenue officer Korri Kolesa.

At the local station level?

  • Typically, station podcasts consist of archived airchecks. And too often, what’s offered are whole-hours or whole-shows, longer clips than listeners’ available listen time will accommodate.  Never assume that someone who hears about a cool segment will skim-through an archived hour to find it.
  • Instead, offer single-topic aircheck excerpts. Interviews that tell listeners how-to are particularly opportune.  If a guest offered 6 minutes on “How THIS can be the year you keep that New Year’s resolution and lose the weight” tell listeners how to find it on the station web site AND Tweet-out the link at intervals.
  • Like everything we do, make the offer user-centric (useful or entertaining or intriguing “you” stuff), rather than station-centric (“if you miss any of our shows,” which sends the wrong message).
  • Smell money?When you’ve earned the reputation for offering cool, quick on-demand audio, sell a title sponsorship, to your podcast page.  And include sponsor mention in Tweets: “…click-to-listen now @BakerFord WXXX Audio Archive.”
  • Offer listeners – and advertisers – on-demand content that never aired. The Wall Street Journal wrote about podcasting California attorney J. Craig Williams, who figures “if you like the style of writing and speaking, they you’re getting to know me.  Then you might call me.  It’s not a hard sell.”  Talk radio and lawyers already use each other well.  Podcasting/streaming deepens the relationship.  Why confine the attorney’s ask-me-a-question shtick to early Saturday morning on-air?  Be the advertiser’s gatekeeper to new media.
  • If you don’t, someone else will. Heck, the attorney can do his own podcasts.  BUT – as we train station reps to ask – “If we don’t tell our listeners, how will they know it’s there?”  Sell the podcasting advertiser a schedule of spots which include engaging sound bites from the podcast.

Holland Cooke (hollandcooke.com) is a media consultant working at the intersection of broadcasting and the Internet; and he hosts “The Big Picture” TV show on RT America.  Read HC’s Monday Memo each week at Talkers.com, and follow him on Twitter @HollandCooke

Tags: , , ,

Category: Advice