3 Tips to Create Effective Podcast Advertisements

Podcast ads are the new black. What once seemed like an unnecessary and generic app from Apple back in 2005 called Podcasts has now grown into a booming industry that's giving everyone from giant media moguls to your next-door neighbor a chance to be in the spotlight. And with more than 850,000 active podcasts to date, radio ads are phasing out as podcast ads take center stage. In fact, according to the Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) fourth annual podcast advertising revenue report, U.S. podcasts alone boast nearly $1 billion in ad revenue.

With all that cash up for grabs, here are three tips for creating effective podcast advertisements:

1. Test ad performance over time.
2. Make ads memorable or topical.
3. Segment your ads: pre-, mid- and post-roll.

It is historically difficult to track audio advertising return on investment, which prompts the obvious question: How do you know if an advertisement is working? Promo codes can be a quick solution, but relying on your listeners to take extra steps during an online checkout experience could go south. The same goes for vanity URLs or checkout surveys; both require additional steps that only represent a fraction of your entire audience's behavior. Pay-per-click ads on websites benefit from real-time data that capture customer behavior; why shouldn't your audio advertisements do the same? To access in-depth and real-time data like what you see on Google Ads or Facebook, consider using a campaign management software for your audio advertising metrics. For more information about audio advertising, check out this website.

Once you have a way to test ad performance over time, consider switching it up to see what works the best. Because podcasts often specialize on one topic, it's best to advertise for products or services that fit within your niche. Topical ads are far more memorable. In fact, data from the IAB found that 67% of listeners could recall the brands featured in podcast ads because the listeners get sucked in.

For this reason, it's often best to segment your ads throughout your podcast. Typically, ads are placed before, during and after a show. This structure makes brief 15- to 30-second ads perfect for pre- and post-roll, while the longer 60- to 90-second mid-roll ads perform best in the middle when your listeners are genuinely invested. If you follow these general rules, make your ads memorable and test their performance over time, you will be creating effective podcast advertisements in no time!

Author Resource:-

I'm Barry Elvis, podcast marketing consultant, providing info about monetizing a podcast, analytics, promotion ideas and advertising for SME's. You can find my thoughts at podcaster insights blog. For more information about the best podcast advertising, check out this website.