The rise of podcast advertising: 32% of Americans are tuning in


The first time I heard the MailChimp advert in the beginning of the hit podcast Serial, which instructed the story of a teenaged Adnan Sayed’s 2001 homicide conviction, I barely registered it. I had a imprecise concept of MailChimp however had by no means truly used it.

By episode three, I’d come to benefit from the intelligent advert, which featured a large number of voice speaking in regards to the product. By episode six, I’d memorized it. And by the top of the sequence, I noticed I used to be going to overlook my weekly MailChimp commercial. I wasn’t the one one.

As dialog round Serial grew, so did discover of that MailChimp advert. The press wrote about it; my pals talked about it on social media. People parodied it on Twitter.

At a time when most shoppers are uncovered to a whole lot, if not hundreds, of advertisements whether or not they’re watching TV, driving to work, or checking their social media, we’ve largely discovered to tune out a lot of the messaging we’re uncovered to.

But podcasts advertisements are totally different. They’re extra like commercials from the Golden Age of Radio, when a trusted host would possibly gently encourage you to have a glass of Ovaltine, and you’ll as a result of the host/listener relationship was constructed on belief, and people endorsements have been good as gold.  

Listeners love podcasts — round 144 million shoppers are tuning in

Studies present that, in phrases of belief, the podcast period is approaching the identical degree of intimacy because the Golden Age of Radio. Popular podcast hosts are very area of interest celebrities, however their followers are extremely devoted. I just lately attended a reside taping of the podcast The Dollop. The taping bought out The Palace theater in downtown L.A. Hundreds of nerds (together with me) sat rapt in our seats listening to the historical past of salt.

According to Edison Research, round 144 million shoppers are listening to podcasts in 2019.

graph showing 144 million people listen to podcasts

32% of Americans had listened to a podcast in the final month, with 22% listening in the final week.

That quantity is a big soar from earlier years — and a 122% soar since 2014.

But simply because listeners are tuning in to podcasts doesn’t essentially imply they’re tuning in to promoting. Or does it?

Listeners appear to not thoughts podcast advertisements as a lot — they earn four.4x higher recall than frequent digital advertisements

My fond recollections of the MailChimp advert are purely anecdotal, however evidently I’m not alone in my affinity to podcast promoting. A latest examine by Midroll in conjunction with Neilsen discovered that listeners bear in mind podcast promoting significantly better than they bear in mind different kinds of native advertisements. The examine discovered that podcasts earned four.four instances higher recall than show advertisements, reminiscent of scroll advertisements, static advertisements and pop-up advertisements, on different digital media platforms.

And although Serial didn’t make me a MailChimp person, I’m fairly more likely to make a purchase order based mostly on listening to a model talked up on one of the various different podcasts I hearken to. The Midroll examine additionally discovered a “10 percent lift in purchase intent among listeners exposed to a podcast ad. Sixty-one percent said they were likely to buy, compared to 56 percent of listeners who did not hear an ad.” I undoubtedly googled “MeUndies” after listening to about them on My Brother, My Brother, and Me however in the end determined they weren’t my type.

So since audiences love podcasts and are open to promoting whereas they’re listening, what’s stopping manufacturers from going all in on podcast promoting.

How quickly will podcast promoting turn out to be mainstream?

Well, in contrast to digital advertising and marketing the place there are myriad metrics for locating how messaging is being obtained, or TV and radio, which have fairly clear ranking methods in place, it’s nonetheless early days for podcasts. The handiest measurement instrument out there is downloads, and it’s arduous to make certain if the listener truly heard the message.

But the excellent news is all that’s altering. According to MediaVillage, this summer season Neilsen has plans to launch the Podcast Listener Buying Power product, which can mix shopper knowledge with podcast listening insights to assist advertisers decide the affect of their messaging.

And NPR, which introduced us Serial, additionally just lately launched a instrument to assist advertisers. Remote Audience Data gives obtain insights alongside details about how a lot of the podcast listeners truly performed in addition to which content material received skipped.

Just prefer it’s in all probability a mistake to imagine any video your model launches will go “Baby Shark” degree viral, it’s additionally a mistake to create podcast advertisements that get written up in The Atlantic.

However, the podcast area is comparatively uncrowded proper now, and for advertisers who can discover distinctive methods to tie their model to a specific podcast, the sphere is broad open to attach with largely untapped audiences.



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