Previously called 'audioblogging' in the 1980s when it was still new, podcasting took off in the last decade as more people have taken to it for more than just music and gossip. Today, every topic under the moon is covered by a podcast, entertaining more than 50% of all U.S. homes with over 525,000 active shows and more than 18.5 million episodes.
So, what do listeners like?
Seventy-five percent of listeners listen to podcasts to learn new things. The leading podcast genre in the U.S. is comedy at 22% (with news at 21%, true crime at 18%, and sports at 17%, following close behind). From there, podcast listeners listen to a broad range of topics that interest them.
Here's everything you need to know about podcasts to start taking advantage of the opportunity.
As for placement time, these come in three types usually:
Advertisers also have a variety of podcast ad types to choose from when deciding what, how, and when they're going to deliver it to audiences.
Your podcast ad options are:
When calculating your potential podcast ad costs, AdvertiseCast has a helpful calculator that includes listener reach, 30/60-second ad time, and CPM rate to measure your results. With that being said, average rates sit around $15 for a 10-second ad CPM, $18 for a 30-second ad CPM, and $25 for a 60-second ad CPM.
However, the opportunity is worth the cost, especially since people spend 59% more time listening to podcasts than scrolling through social media, and 17% of people are much more likely to consider brands when advertised on their favorite podcast.
Finding the proper podcast to advertise on requires you to determine which show aligns with your business goals and will reach your customers the best way possible. Before jumping into the most popular podcast for advertising or even choosing the cheapest, you'll need to strategize your ad spend and determine the type of ad you want.
When you have that figured out and with your target audience in mind, you can then find the best podcast match for you.
You'll also want to track your ad's success by measuring ROI, either by using the show's ratings or using vanity URLs, promo codes, or surveys. This is particularly true if you have an ad agency and media partner who can work together to help you measure and evaluate the success of your ads to manage future decisions. A media partner, in particular, can help you create and implement your podcast ads, and using their industry connections can also connect you to the best podcasts.