Five Ways to Amp Up Podcast Advertising

quotWe39re seeing a huge influx of brand advertisers consumer packaged goods big insurance big retailers that are starting to see the value in podcasts not just in host reads but by extending beyondquot said Lizzy Denihan head of partnership strategy for Cadence 13 a podcast production company owned by AudacyquotBrands want to understand the value between listeners and hosts but also understand the best ways to tap into itquot she addedLive reads aren39t going anywhere but Denihan said marketers can activate new options that are equally effective She made her remarks during a recent webinar discussion with podcasters and sales experts which was sponsored by Audacy whose properties include AMFM radio stations digital audio and podcastsDenihan and her fellow panelist colleagues divulged five key elements that go into effective podcast marketing1 Match with the Right HostIt may sound so simple but identifying the right host or hosts is critical When the host is invested and enthusiastic about a product and believes it provides value for their audience that39s the best partnership said podcaster Stephanie Seferian host of the podcast Sustainable Minimalists which focused on sustainable and zerowaste livingWhen considering brand integrations she asks questions such as quotWhat39s the problem my listeners have and how is this brand product service solving their problemquot Only advertisers that meet her listeners39 needs and wants will make the cut Seferian saidWhile brands may get excited about working with bigname stars a host with a small or midsized audience might be a better fit said Agnes Kozera cofounder of Podcorn a marketplace and creative agency for podcast hosts and advertisersquotInfluence is not about size it is about finding the right fitquot Kozera explained A podcaster with 1000 loyal listeners could be more valuable than one with 1 million users she added2 Sponsored SegmentsOne emerging alternative is to sponsor a segment within an episode rather than have a host read copy or adlib Done well these custom pieces feel additive rather than disruptive Denihan saidWhen retailer HomeGoods wanted to sponsor segments within Cadence 1339s You Can Sit With Us podcast the hosts were happy to talk about the chain Denihan said One host is an interior designer and the other was renovating their property so they were genuinely interested quotWe created segments that felt natural to the showquot she said quotThe hosts were enthusiasticquotIn another example car brand MINI Cooper wanted to deploy sponsored segments to promote its electric vehicle Podcorn worked with tech and financial podcasters that reached young men including popular host Marques Brownlee who tested out the carTheir firsthand experiences resulted in honest engaging and informative segments Kozera said quotWhen you give creators the power to create things in their own voice and to choose the brands they are passionate about brands will see great resultsquot she added3 Episode TakeoverWant to be the star of the show Brands can maximize visibility by sponsoring a dedicated episode This allows a brand to work closely with the podcaster and guide the contentSponsored episodes can be successful for listeners and brands because they are the subject and the content said Michael Ojibway host of the true crime podcast Invisible Choir He recently worked with HBO on a sponsored episode that promoted the TV network39s fivepart documentary series Atlanta39s Missing and Murdered The Lost Children The special episode included several of the show39s directorsOjibway said HBO39s content was a seamless fit for the podcast quotIt was a phenomenal episode We stayed in our lane of true crime and provided a valueadd for that particular brandquot he noted4 Take Advantage of Podcast NetworksThe world of host reads is still king in the podcast advertising game And partnering with a podcast talent for host reads custom segments or endorsements drive the best engagement by far But developing a strategy that delivers both targeted engagement and scale is a best practice for advertisers in this space For brands interested in addressable media look beyond titles to podcast networks where you can target custom audiences across shows5 Extend the PartnershipPodcaster relationships don39t have to end with audio Brands can engage hosts to promote their brands on social media and YouTube extending their reach and visibility onto other popular channelsTo generate sales a brand can create custom websites and then use the podcaster39s popularity to drive activation For a Valentine39s Day promotion Cadence 13 matched Macy39s with its popular Pretty Basic and Anything Goes with Emma Chamberlain podcasts The young hosts Alisha Marie Remi Cruz and Chamberlain selected gift ideas from Macy39s which were featured on custom websites Then the hosts encouraged listeners to visit those pages for gift ideasBoth sides were invested in the partnership Denihan said and Macy39s saw strong resultsquotWe allowed the hosts the freedom to say 39Go see my picks not just Macy39s website39quot Denihan said quotThey felt very excited and enthused to push their fans to go check it outquotWhen it comes to podcast integrations with hosts and their shows there really are no limits If you can dream up a campaign or integration chances are there39s a podcaster that39s a great fit who can make it realityClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Five Ways to Amp Up Podcast Advertising

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Alli Romano

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