We don’t know about you, but we have become very attached to our favourite podcasts. In fact, we’ve become so accustomed to the sound of our podcast host voices that it’s almost like they’re our lifelong friends.
Last year, in March, we were locked into our homes and for lots of us – we quickly began to devour every box set, film, book or podcast that could help tick that time away.
If you were to simply type into Google, “when did Podcasts become popular?”, articles will show that actually audio-blogging has been around since we could capture our voices onto transmittable audio. But with the enhancement of technology, such as the iPod in the early 2000s, this is where podcasting really began to shape itself as a popular media form for almost anyone to enjoy. Fast forward to 2021, now around 7.1 million people in the UK now listen to podcasts every week according to Ofcom research.
With numbers such as these, it is hardly surprising that audiences have aligned a great deal of their day to listening to their favourite podcasts and in doing so, listening has become massively important to them. In a study by Audience One, they found that 65% of listeners feel like they’re listening in on a conversation with friends with a whopping 34% of these listeners using podcasts to uplift their moods.
It’s for that reason, that we at CMe have become passionate on putting our clients on the Podcast map. With podcasting being so pronounced in the day to day life of so many, we know how important it is to be able to utilise this space commercially. By having ads placed strategically within the content of the nation’s favourite podcasts – it is clear how impactful this could be for businesses.
And there are a number of ways in which this can be done and we can create a bespoke campaign to fit your brand marketing strategy however you see fit.
But what are the different types of ways?
Spot Advertising is where we are able to target different ‘verticals’ (think categories!) based on podcast content, which could be anything from comedy to politics to family friendly listens. Spot Advertising allows you to target based on demographics such as age, gender and even social demographics or interests based on data collection.
Host Read Advertising is one of our favourites. It does what it says on the tin and means we can get audience engagement by having the podcast host actually talk about your product/brand/business. This can be totally bespoke, engaging and fine tuned to which podcast this sits across.
Sponsorship Advertising is when we are able to generate brand awareness by creating a constant familiarity across a set of different podcast ‘verticals’. An ad is created and played across a whole host of different podcasts from comedy, sports, politics and more to get a wide audience coverage.
Every campaign can be built bespoke for our clients and we are lucky to work with the biggest digital audio streaming services to give them the very best podcasting campaigns.
But anyway, enough from us. We’ve got some of our favourite podcasts to catch up on and judging by the numbers, you probably do too.