🚀 Building Trust: The Key to Successful Podcast Advertising

PODTRAC
🔥The Evolving Role of Podcasts in Brand Advertising Strategies

Podcasts are a part of the digital game that each brand and every advertiser has to play today. In this digital world, trust is paramount for close relationships between the host and listeners. Oxford Road published a study recently stating that, together, the industry must emphasize the prevention of a future wherein audio ads get trafficked like radio ads.

Zoom In: Authenticity and AI are the two most essential factors that go well in synergy. Audio consumer landscape comprises creation of content, measurement of audiences, and ensuring brand safety. Shifts in on-demand and traditional consumption patterns are extending into changes in distribution, further extended through co-sales deals. Early adopters hold the most significant opportunities in this emerging international advertising marketplace.

Zoom Out: Podcast listening is going through the roof, which brings with it new opportunities for publishers and advertisers worldwide. Translation and global talent will be key areas on which publishers should focus, given increased discoverability of podcasts, new listeners joining in, and adding inventory. The renewable podcast rates for those with a video simulcast offer increased integration with higher engagement and more creative freedom, so there is a discovery platform that attracts new listeners.

Brand Safety: There are also many significant problems and issues concerning brand safety in podcasting:. This is especially so because podcasts have promising growth prospects and really engaging content. Podcasts do, however, come into question regarding brand safety and suitability.

In 2019, the Global Alliance for Responsible Media was set up to police the digital world for brand safety, but its discontinuation left a void in the industry. GARM was meant to cut out the hateful, profane, or provocative content but found itself criticized for eliminating news, comedy, and true crime content on whims.

Although GARM itself is retired, the need for effective solutions on brand safety continues to remain in the anvil among advertisers. The current solutions have adverse effects on the advertiser, ethical creator, listener, and democratic values. A solution that will be effective, yet non-restrictive, is called for to keep brand safety in podcasting.

As it is, new show debuts have been slow and pacing themselves since 2018. On top of that, the Global Alliance for Responsible Media has been dissolved. It is now up to the brands to keep civility going and to keep on with their brand safety practices in continuing to keep the podcast environment healthy and respectful.

Why it matters: Podcasts are a key growth area for brands interested in both foreign markets and an established US audience. The reason being that early planning and optimization is so crucial in brand safety; the measures for safety can be well implemented if there is early planning. If you are about to run an audio campaign, a notice of at least two quarters is needed. Longer ads and those appearing earlier in the podcast episode should be given priority since they actually drive more conversions. Be even more authentic by opting for host-read ads over produced ads. Leverage all of the functionality that video offers, such as links, QR or promo codes, and even logo overlays. Consider adding audio channels like terrestrial radio into your universe. Scale globally with deliberate planning and partnerships.

Our Podcast Producers Insights: At SOMETHIN'S OFF, we would like to say that your ad space has great potential for capturing many more views from a larger audience if only it were placed on some other medium, such as social media or podcasts or websites. Furthermore, an investment in quality content and aligning with values of the target audience is advisable for an effective ad campaign.

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