Podcasts are big business, so it’s no surprise that they’ve become such a huge draw for sponsors. If you’re a frequent listener of podcasts, you can probably name a handful of sponsors off the top of your head. Though still a relatively recent medium, podcasts have proven to be a lucrative advertising investment for a lot of brands and businesses are starting to engage the help of a marketing company to optimize podcast strategy. As always though, it’s about knowing your audience, and how amenable they’ll be to the intrusion of an ad while listening to their favorite podcasts.
Unsurprisingly, some companies fare better than others. Here’s a quick look at three companies who have dominated the podcast advertising scene, and why their choice of podcasts as a platform seems to make sense.
Casper Mattresses have enjoyed a huge level of success, thanks primarily to online marketing. Between online reviews, blog posts about the best mattresses available and beds to avoid, and podcast ads, the company has become one of the most successful suppliers of mattresses online.
When thinking about investing in podcast ads, it’s worth considering where your audience will be when listening to the advertisement. Usually when listening to podcasts, people are trying to get comfortable and settle in for some entertainment. Casper has capitalized on this moment of comfort, or comfort-seeking, to effectively market their mattresses to swathes of listeners who probably wouldn’t have otherwise considered investing in a new mattress.
Audiobook superstars, Audible, seem like a natural fit for podcast advertising. The audience is already engaged with audio entertainment, so it makes sense that they would have an interest in audiobooks. What really makes Audible so desirable to huge numbers of podcast listeners, however, is their impressive range of titles.
Needless to say, someone listening to the likes of Serial probably isn’t in the market for a romance novel. Thanks to its impressive catalogue of genres and titles, Audible can effectively target different demographics and tastes based on the podcasts that they choose to sponsor.
In recent years, Squarespace has become one of the most popular choices for creating personalized websites. They’ve invested heavily in podcast advertising, which at first might seem like an odd choice. Why target podcast listeners as a potential customer base for custom websites?
It could be due to the often DIY and heavily accessible nature of podcasts themselves. Anyone with an idea and recording equipment can launch a podcast, and the medium itself seems to tacitly promote online creativity and expression. With that in mind, Squarespace’s services could easily appeal to the growing number of online content creators who listen to and participate in podcasts and their recording.
One thing’s for sure, podcast ads aren’t going anywhere. As TV ads wane and feel the pressure of online streaming, and adblockers become more and more common on our browsers, podcasts remain one of the few remaining, lucrative methods of advertising. Only time will tell how long their success can be sustained for, but for the time being podcast sponsorships remain a worthy investment for any company looking to reach new customers.