3 ways to maximize podcast advertising

As more advertisers look to optimize their media mix against marketing channels they know will deliver measurable business impact, they are exploring new opportunities.

Podcast advertising yields leads with a conversion rate seven times higher than leads from regular website traffic (according to marketing consultant Hailey Friedman), and many brands are ready to move quickly and learn the best way to start with podcast advertising.

What does your brand need to do to get up and running quickly and successfully with podcast advertising?

Success hinges on three important factors:

Data-driven planning. 

As of March 2021, there are currently 1.9 million podcasts and over 47 millon episodes, per “The Infinite Dial 2020” from Edison Research and Triton Digital. That is a lot of inventory!

It is essential to use both audience affinity data and historical performance data to select the shows that will be the most effective for your brand to lead its foray into podcast advertising. While it may seem the most turnkey to buy podcast advertising programmatically, it’s better to select a few high-indexing shows and do host live-read or “baked-in” ads. Live-read ads are considered to be far more memorable and persuasive than dynamic ad insertions.