June 02, 2023

HRA 37: Setting Podcast Advertising Expectations

2 minutes

Having worked in the podcast industry for fifteen years at TWiT.tv, we provide brands with expectations when purchasing podcast advertising on our network. Brands need expertise if they are going to succeed in this space, and sales leaders need to communicate these four points to brands before signing IOs.

Podcast ads are on demand, meaning they are recorded and then released to the public to download and listen to at their leisure. Brands must allow 8 weeks before gaining traction from one podcast ad. These are not radio, TV, or banner ads that people see immediately. Podcast ads take time to cook - set this expectation upfront.

Brands should stick with one call to action throughout the entire campaign to build trust with podcast audiences, and they should use a CTA that they can offer for a long time.

Brands must use all the podcast tracking tools we recommend - allow time for listeners to act, use ad tech, set up landing pages with unique offers, and implement post-purchase surveys. Listen to last week's episode for details.

If a brand is seeing traction after 8 - 12 weeks, they should renew and continue, as podcast listeners prefer brands that do not disappear after a month or two - this builds more trust and helps with brand recognition and loyalty.

Remember, if you invest the time to educate brands about succeeding in the podcast space, then expectations should be set, and it's a win/win for both.

If you are interested in advertising with us because you want the gold standard in podcast advertising, then please email [email protected], and we will get back to you ASAP.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads

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