Do you hear that? Yes, that’s what you imagine, a new podcast. The most niche communities have found their space in this format and that is why practically every week we can find new programmes that cover the entertainment needs of a niche sector.
The podcast is a consumer-friendly format and can be easily produced, which is why more and more professionals and social media personalities are encouraged to implement this format.
As was to be expected, this success has generated a great deal of interest among brands, which have begun to include advertising in these spaces, even going so far as to generate a podcast that bears their own stamp.
Types of advertising in a podcast
One of the great advantages of podcasts is that they offer different options when it comes to inserting advertising, allowing advertisers to get creative and fit in a different way:
- Pre-recorded spots: these are the usual spots that can be found in the traditional radio format.
- Live-read ads: in this case, the host of the podcast reads the ad in real time during the recording, which generates greater trust as it is perceived as a recommendation from the announcer.
- Episode sponsorships: in this type of collaboration, the brand has a continuous presence throughout the episode through mentions, which is a much more native integration.
Why invest in podcasts?
As we have explained above, podcasting is an increasingly popular format, which helps brands to reach new listeners who do not regularly consume radio.
It also has a number of other advantages for brands:
- Greater segmentation: each listener connects to the podcast because they are interested in the subject matter, so brands can reach highly segmented audiences by affinity.
- Greater connection: as it is content that generates interest in the listener, advertisements, especially those for live reading, are perceived more as a recommendation than as an advertisement.
- Higher retention: consumers of this format are more likely to remember an advertisement made in a podcast than one shown on social networks.
What can we listen to?
Within the current sound landscape there are many successful examples of advertising insertion that serve as examples of good practice in the sector.
El Sentido de la Birra, a podcast in a relaxed chat format is sponsored by 1906 Beer, an advertiser that fits perfectly with the content of the podcast.
Estirando el Chicle and Kaiku Caffe Latte, the cold coffee brand has been with the podcast almost from the beginning, which has helped consolidate the relationship and helped Kaiku Caffe Latte to grow along with the success of the programme.
Mujeres que brillan x Elle & Philips Lumea, the brand of laser hair removal machines joins forces with the fashion and lifestyle magazine to create a podcast where women are the central theme.
Curiosidades de la Historia National Geographic, the nature and history brand has broadened its horizons with several podcasts, including Curiosities of History, where the brand is already present in the title itself and, of course, in the subject matter of each episode.
It is clear that podcasts are a format that is booming and that brands that want to be up to date in media advertising should take them into account when developing their strategies.