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Podcasts 101: Adding Podcasts to your Advertising Plan

What is a podcast? and how to incorporate podcasts into your advertising

What is a podcast?

A podcast is like a radio show that you can listen to on-demand. It’s typically a series of

audio episodes on various topics, like storytelling, interviews, or educational content,

that you can stream or download to listen to whenever you want. They are convenient –

offering on-demand access, allowing listeners to tune in whenever and wherever they

want, fitting into busy schedules. They are engaging and often create a more intimate

connection between the host and the listener. They are easily accessible. Most podcasts

are free or have low subscription fees, making them accessible to a broad audience.

Plus, they’re available on multiple platforms, including smartphones, computers, and

smart speakers.

What is Podcast Audio?

Podcast audio refers to the audio content of a podcast episode. It’s the spoken words,

music, sound effects, and any other audio elements that make up the episode. It’s what

you hear when you listen to a podcast. Advertisers can leverage targeted audience to

reach potential customers who are already interested in related products or services

because they often have niche audiences interested in specific topics.

What is Podcast Video?

Podcast video refers to the visual component added to traditional audio podcasts. While

podcasts are traditionally audio-only, some creators choose to film themselves

recording the podcast and distribute the video alongside the audio. This video element

can include footage of the hosts, guests, or additional visuals related to the podcast

content and offer a multi-sensory experience, allowing viewers to see the facial

expressions, body language, and any visual aids used during the podcast recording.

What is a mid-roll?

A mid-roll is an advertisement that plays in the middle of the main content, such as a

podcast episode or video.

What is an end-roll?

An end-roll is an advertisement that plays at the end of the main content, like a podcast

episode or video. It occurs after the content has finished and serves as a final

promotional message or call to action.

What is a dynamically inserted ad?

Dynamically inserted ads are added programmatically, allowing for targeted, real-time,

and customizable advertising. You’re probably wondering what that means, right?

Here is an example-Say a listener in New York City is streaming a podcast episode about

fitness. The podcast platform can identify the listener’s location and preferences and

insert an ad for a local gym or fitness app that is relevant to them. If the same episode is

streamed by a listener in Los Angeles, they might hear an ad for a different gym or

fitness service based on their location and preferences.

What is a baked-in ad?

Dynamically inserted ads are added programmatically, allowing for targeted, real-time,

and customizable advertising. You’re probably wondering what that means, right?

Here is an example-Say a listener in New York City is streaming a podcast episode about

fitness. The podcast platform can identify the listener’s location and preferences and

insert an ad for a local gym or fitness app that is relevant to them. If the same episode is

streamed by a listener in Los Angeles, they might hear an ad for a different gym or

fitness service based on their location and preferences.

What types of podcasts are available?

There are countless categories, genres, and even sub-genres within the world of podcasting that caters to every imaginable interest. Here are just a few examples:

– News & Current Affairs

– Comedy

– Technology & Science

– Personal Development

– Education

– Cooking

– True Crime

– Interviews & Conversion

– Sports

– Fictional Stories

– Health & Wellness

– Parenting

What types of reporting is available for podcasts?

Podcasts can offer various styles of reporting, depending on the genre and focus of the

podcast:

– Narrative Journalism

– Documentary-Style Reporting

– Conversational Reporting

– Interview-Based Reporting 

What is an Endorsement ad?

An endorsement ad is a type of advertisement where a podcast host or personality

personally recommends or endorses a product or service to their audience. These ads

typically involve the host speaking directly to the audience about their positive

experiences with the product or why they believe it would benefit their listeners.

What is a Voiced ad?

A voiced ad is an advertisement where a voiceover artist or the podcast host reads a

script provided by the advertiser. This type of ad is pre-recorded and inserted into the

podcast episode during editing.

What is a Pre-Produced ad?

A pre-produced ad is a type of advertisement that is created by the advertiser and

delivered to the podcast producer or host as a finished audio file. It is then inserted into

the podcast episode during editing.

How to showcase your product on a video podcast?

To showcase your product on a video podcast, you can collaborate with podcast hosts

or creators who align with your target audience and product niche. This can involve

sponsoring episodes, providing product samples for review, or even appearing as a

guest to discuss your product and its benefits.

Why are podcasts so popular?

Podcasts are popular for several reasons. First, they offer accessibility, as they can be

easily accessed and listened to anytime, anywhere, using smartphones, computers, or

dedicated podcast apps. Second, podcasts provide diverse content, covering a wide

range of topics and genres that cater to diverse interests and preferences. Additionally,

podcasts offer convenience, allowing listeners to choose when and where to listen,

making them ideal for multitasking or consuming content on the go. Moreover,

podcasts often foster engagement by creating a sense of intimacy and connection

between hosts and listeners, resulting in a loyal and engaged audience. Lastly, podcasts

enable on-demand listening, giving listeners control over their listening experience,

including the ability to pause, rewind, or skip episodes as desired.

How can you listen to podcasts?

– Podcast Apps: Dedicated podcast apps like Apple Podcasts, Spotify, Google Podcasts, and Stitcher allow you to discover, subscribe to, and listen to podcasts

-Streaming Platforms: Some streaming platforms, such as Spotify and Amazon Music, offer podcasts alongside their music streaming services.

-Websites: Many podcasts have their own websites where you can listen to episodes directly in your web browser.

-RSS Feeds: You can subscribe to podcasts using RSS feeds and listen to episodes using compatible software or apps.

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