People can't seem to stop talking about podcasting-- and for good reason. According to Arbitron, 27 million Americans have listened to a podcast. Clearly, independent podcasters and media companies alike have attracted engaged, highly focused audiences of early adopters.
Advertisers have a tremendous opportunity to get their message out in this fragmented media landscape. But understandably, advertisers and podcast producers fear turning off users and losing their attention by botching the campaign. Unlike podcasting itself, podcast advertising shouldn't be just all talk. It's time for marketers to take action. Here are five tips for launching a successful podcast ad campaign.
Keep your message brief
Podcast audiences have proven accepting of ad spots so long as they're short. In a recent Nikon ad campaign that ran across our podcast network, we did not receive a single complaint from listeners about a 15-second spot.
Short ads drastically decrease the incentive to fast-forward. Even Clear Channel is pushing "less is more" for its broadcast radio advertisers. Besides, brevity is the soul of wit. If you do need 60 seconds to pitch the benefits of your product, it would be better to do four 15-second spots throughout a podcast than one 60-second spot.
Vary your creative
While listeners don't mind short, tasteful ads, they do mind hearing the same creative over and over. After all, they sought out podcasts in the first place because they're easily bored.
Produce as many short ads as possible. Each could feature a different use for your product, a different benefit of your product or a different person describing their experience with it. You can also change your ad over time, addressing different seasons, holidays, current events or other timely issues.
Don't underestimate your audience
Podcasting gives you the opportunity to reach a niche, sophisticated audience that's likely on the cutting edge of an interest group. A large internet service provider recently advertised in several technology podcasts whose listeners get excited about terms like RSS, open source and network neutrality. However, the advertiser used a dumbed down ad that slowly explained in lofty terms how their service makes web browsing easier. The ad was clearly aimed at a general, less technology-savvy audience. It might have worked well for broadcast, but the ad was not well received by podcast listeners as evidenced by numerous comments and blog posts. Listeners felt talked down to.
The ad we recently ran across our network for the Nikon Coolpix Camera quickly explained that the company's camera transfers photos wirelessly, without patronizing the listeners.
Place your ads interstitially (don't use pre- or post-roll)
Ads placed before a podcast make it difficult for potential listeners to sample and get excited about the podcast. Many podcast producers reject them for that reason. It's even bad for the advertiser because that's when podcast listeners are most likely to fast-forward-- when they have their hands on the control just after they've selected a podcast.
Ads placed in between the content segments -- interstitially -- allow the listener a chance to become engaged in the show before experiencing the sponsor message. They also reach the listener after she's removed her hands from the fast-forward control. Ads need to be worked into a podcast to take full advantage of the medium.
Don't imitate broadcast radio
Many people who listen to broadcast radio aren't really paying much attention to the content in the first place and are quick to switch the dial. This state of affairs gives the producers of broadcast radio ads the unenviable job of having to grab the listener's attention. These attempts often reek of desperation and take the form of loud and obnoxious voices performing cheesy skits.
Luckily, you're advertising in podcasting. The user has already subscribed, downloaded and actively chosen to experience the content your message will be heard in. The listener is already engaged. You have his attention. Your job's easy. Just be clear, concise and informative. A little wit never hurts either.
Conclusion
Podcast advertising isn't complicated and offers numerous benefits. It simply requires some common sense to craft a campaign that will engage and entertain the listener. Put yourself in the user's shoes, but put your ads in their ear buds.
Gregory Galant is the CEO of RadioTail, a firm that facilitates advertising in podcasts. Galant first entered the world of podcasting when he founded Venture Voice, the leading podcast about entrepreneurship.
Galant has worked at Newlight Associates, a $120M technology venture capital firm. He was an associate producer at CNN.com where he analyzed the latest trends in citizens' media. In 1996, he founded Halenet, an award-winning internet strategy firm.
In May 2005, Galant graduated Emory University with a degree in philosophy. He has been featured in The New York Times, The Venture Capital Journal, The New York Daily News, Catherine Crier's WOR radio show and News 12. The Suffolk Nassau Chamber of Commerce named him the 2003 "Entrepreneur of the Year."
