Podcasts: where people are actually choosing to listen to ads
While podcasts have made a comeback in 2015 Corey Layton argues they are also at the vanguard of innovating ads people want to consume.
When was the last time you were so engrossed with an advertisement that you rewound to hear it again? No? Never? Not even once?
There’s a revolution taking place and the traditional media giants are yet to realise it.
Podcasts are transforming advertising. They’ve become pioneers in creating a different commercial model where audiences are choosing to not skip the ads, but in some cases rewind to hear them again.
I’ve been listening to podcasts for years now and couldn’t agree more with this post. We listen to podcasts because we’re interested in and believe what the host has to say, so when they present an ad in the same format we naturally transfer this interest and belief into the product.
I’ve even found myself being somewhat of a brand ambassador purely because I want to side with this podcaster whom I listen to daily.
“The challenge clients initially struggle with is letting go of the need for their brand to be the star.”
just love it.
We listen to the podcast ‘Crimminal’ on car journeys. The low point is the sponsor announcement but you cope with one. You cut them some slack – sorta like community radio. Forget about pushing more ads into this genre.
Just be careful with testimonial advertising.
Some of those US testimonial ads wouldn’t have a chance of getting through the ACCC, let alone our clients’ scaredy cat legal departments. The US regulators are quite a bit looser than than their Australian counterparts.
It’s also useful to add that this also means clients need to find agencies and producers better quality testimonial content. This in my experience has been quite difficult to get. Getting better testimonial content could be a solid money making opportunity for market research firms.