July 07, 2023

HRA 42: Brands Should Work Directly With Podcast Networks

2 minutes

Having been in podcasting business for several years, brands would benefit more if they worked directly with podcast networks because networks know what it takes to be successful and agencies who buy across thousands of podcasts do not implement the tools you need for a successful campaign - hence they waste brand money, while networks know how to position brands properly on their network & they save brands money. Here are four reasons why brands should buy direct.

Agencies do not implement ALL the tools to gauge podcast campaigns successfully - brands need to implement ad tech to gauge proper attribution, a compelling CTA with a custom landing page, and implement a post-purchase survey.

When brands go direct, they can obtain a better deal. Podcast networks will offer discounts and extras and do more for a brand than an agency will ensure their campaign is successful.

Podcast networks can work with a brand on the correct frequency they need to secure new clients, while agencies ignore the advice networks provide and fail to include the proper frequency in order for a brand to be successful. This is why I say brands should go direct to understand what they need to do to be successful. Agencies never ask. After 15 years in this business, I see agencies ignoring best practices.

Lastly, podcast networks know what it takes for a brand to thrive and grow, while agencies do not know. They buy across thousands of pods and end up wasting money because they do not follow any of the rules I covered and only care about volume, while networks care about partnerships and effectiveness.

Here at TWiT.tv, we care about brand goals and focus on what it takes to help them grow. If you are interested in advertising with TWiT.tv 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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