SXM Media Takes Brands on a Journey to the Podcast Universe

quotWe wanted to create an experience to show advertisers that when you work with us the sky is the limitquot said Jocelyn Hudak SXM Media39s associate director for B2B content quotThe way you explore the universe is through the ways that you can target your different audiences or podcasts by advertising with usquotRather than a standard textbased website with research and lists Hudak said SXM Media wanted to create a leanin experience Users start by selecting their desired audience like parents teens or African American or HispanicLatinx listeners and then see podcasts that are popular with that group of listeners and it is reminiscent of a Star Wars movie39s opening credit sequence Click on a podcast title and the site serves up detailed information about that show its hosts and the audience demographicsThe Podcast Experience is an innovative way SXM Media which represents ad sales for Pandora SiriusXM and Stitcher is helping its brand partners better understand podcast advertising and creative solutions The IAB predicts podcast advertising will top 1 billion this year and more and more advertisers want in The challenge is that advertisers and their agency partners can be overwhelmed by all the choices and miss opportunitiesIn some instances brands default to wanting to buy the bestknown podcasts like Office Ladies or Conan O39Brien Needs a Friend SXM Media can oblige but that might not be the best match for their ad budget or campaign objectives For instance Hudak said if an advertiser wanted to reach comedy fans there could be other comedy podcasts that could be packaged together for a more effective and efficient buyquotEveryone really wants to go to the most popular podcasts but that isn39t necessarily the best option for themquot Hudak said quotThat39s not to say it39s not worth it but you39re spending a lot of money and putting your eggs in one basket and you39re reaching every single person who39s listening versus your specific audiencequotBy using the Podcast Universe website a brand could uncover all the comedy podcasts as well as other genres and shows that deliver their intended audience From there SXM Media can create a customized package of advertising quotWe can make sure we39re effectively reaching your target consumersquot Hudak saidThe website39s second feature is intended to help advertisers understand the creative options Titled quotExplore Our Solutionsquot this interactive tool explains the type of ads to reach the 44 million users listening to more than 5000 podcasts off and on platform Users can sample audio clips of announcer read ads clientprovided or preproduced ads hostread ads or custom integrationsAs brands look to maximize reach announcer read ads are gaining traction Carefully cast to match the sound and tone of a host voice these ads are cost effective and can be inserted dynamically atscale and across entire networks targeting a specific listener Studio Resonate SXM Media39s inhouse creative consultancy avoid sound effects and boisterous voices and design all podcast ads to naturally blend into the spacequotWe know podcasts are a very intimate experience and the ads we produce are reflective of thatquot Hudak explained quotThey fit the environment and sound like they belong therequotFor brands that want deeper engagement SXM Media can create customized integrations including branded episodes vignettes or segments that can be inserted into a show or hostread campaigns voiced by popular hosts Check out SXM Media39s recent branded pisode of The Office Ladies with BuickquotOnce again the idea is that when you work with us you choose your own path and your own journeyquot Hudak saidGoing forward Hudak said SXM Media plans to add more shows genres and audience targets to the universe Plans also call for adding audio clips from shows and messages from hosts so advertisers can sample the sounds and voices firsthand Hudak said it has the most time spent per page on SXM Media39s website a strong indication that advertisers are finding the tool highly engagingquotIt is going to be there for a long time and we hope people will continue to explore itquot Hudak saidClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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SXM Media Takes Brands on a Journey to the Podcast Universe

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Alli Romano

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