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The most successful ad campaigns have one thing in common. It’s not celebrity endorsements and it’s not catchy jingles. It’s the ability to reach a target audience. When you’re ready to explore advertising opportunities for your book, identifying and making contact with your key reader demographic will have an enormous impact on the effectiveness of your campaign. Podcast advertising has emerged as a great solution for getting your message in front of potential readers.

WHY PODCAST ADVERTISING?

Audience Size

The audience for podcasts had steadily grown to more than 125 million active listeners. Then, the COVID-19 pandemic catalyzed the industry, driving substantial new listeners to the medium. As of March 2021, podcast listenership shot up 53% from pre-pandemic numbers, with particularly notable increases in the number of heavy listeners (those tuning into podcasts multiple times each week, or for a minimum of five hours each week). These numbers reflect sustainable levels, as more companies shift to remote working models and employees turn to podcasts as a source of companionship while working from home.

Niche Content

On the surface, the sheer number of podcasts available to listeners would present a challenge for advertisers hoping to find target consumers. Instead, the hyper-specific nature of certain podcasts allows for highly specialized targeting. Many podcasts serve niche audiences, allowing authors to find the exact listeners likely to respond to their message.

Rather than casting a wide net to a broad, generic audience through traditional media, thought leaders can deliver tailored content to consumers who are actively searching for on-brand messages.

Audience Engagement and Trust

Podcasts distinguish themselves from other media through their remarkable ability to establish trust and build a sense of community with their listeners. This is incredibly valuable for podcast advertisers and results in unprecedented conversion rates and message retention.

Rather than avoid or tune out advertisements, heavy listeners tend to appreciate a sponsor’s support of their favorite shows. A recent study from Cumulus Media revealed that “weekly listeners enjoy when podcast hosts make live reads their own. 82% agreed with the statement, ‘I like when the podcast host has fun with the ads they read.’” The same study found that 83% of heavy listeners surveyed had either researched or purchased a product that had been advertised during a podcast.

A recent Forbes article highlights the unique relationship between podcast advertising and listener communities, saying, “there is no other media channel where consumers embrace the inclusion of advertising into the content they are enjoying as much as podcasting.”

These statistics indicate that podcast listeners truly trust and identify with hosts. Relevant ads delivered from a trusted host can position authors and their books within a community of engaged consumers, leading to higher conversion rates and increased sales, visibility, and word of mouth.

Interested in learning more about how podcast advertising can help you reach potential readers? Let us know! Greenleaf’s marketing team can collaborate on a podcast advertising strategy, including developing creative, identifying outlets, and securing placements.