There are plenty of reasons to like podcast advertising. One reason that might be known to interrogators but not obvious to the rest of us is the podcast audience’s state of mind while consuming content and its vulnerability to suggestion.
Podcast ad revenue
Spending on podcast advertising continues to grow at a blistering pace. According to IAB, ad revenue growth jumped from $69 million among the largest companies surveyed in 2015 to $119 million in 2016 and a forecasted $220 million in 2017.
It’s not too difficult to see why podcasting is a hot market. Advertisers are seeing the value in the direct relationship between host and listeners. With production costs low compared to other mediums, there are shows dedicated to very niche topics, with hosts passionate about their material. That makes them an influencer with that community, with credibility and remarkable recommendation power. Compared to digital display ads, podcasting offers a much less competitive landscape that’s naturally ad-blocker resistant.
In addition to these benefits, podcasts are unique because of the setting they’re consumed in. Subscribers often listen while doing other activities, including exercising. Distance runners, weight lifters and all kinds of athletes that train in long stretches need something to pass the time and podcasts are a wonderful solution. The reason that’s important to advertisers is that physical fatigue can bring down our mental defenses and make us more likely to be influenced by suggestion.
According to an article published in the Journal of Experimental Psychology: Applied, individuals that are fatigued show a greater susceptibility to yielding to leading questions. This is one of the reasons that intense interrogations are often preceded by periods of sleep deprivation. Taken too far, this technique is so successful it can lead to false confessions. During an intense workout, podcast listeners are more likely to be convinced and influenced by effective ad messaging.
The interrogator analogy paints an alarming picture with advertisers playing the role of brain-washer. But our malleability during physical training can be empowering for the listener too. If you’re having a hard time making a positive change, physical exertion may be a catalyst for internalization when combined with audio messages.
The idea of inserting persuasive messaging during physical work is nothing new. Drill sergeants and football coaches have been using the tactics forever, repeating their favorite mantras while their target audience sweats. And judging by college football TV it works; just listen to athlete interviews and count the number of internalized messages that are dredged up when put on the spot.
Brands that advertise on a podcast that’s consumed while exercising now get their turn to play coach.
Shopping or browse pages tend to be the domain of the usability team, with utility and efficiency being the primary goals for optimization. There’s good reason for this as conveying the important product attributes can help users make purchasing choices, guiding them down the sales funnel. And click through rate to the product’s detail page is a critical performance indicator. But the browse page can also be an opportunity to deliver and reinforce value statements about your brand too. Visual clues on the product listings deliver brand messages with repetition, which aids in comprehension and recall.
Have a look at this browse page for Red Wing work boots.
They have codes that indicate the features of each pair of boots in relation to workplace needs. Filtering options include insulation against electricity, waterproofing, etc. Besides helping a customer navigate the site, displaying these product attributes sends a message to users that this brand is serious about work and their boots are purpose-built for the task. Visitors get this information at a glance, without having to read.
Compare to another shoe site NikeID, that is more geared toward the fashion-conscious and those the like to express a unique personality.
This site allows for color personalization and notes each product that is eligible for the feature. The addition of color wheels to each product image reinforces their brand’s commitment to co-creation and personalization.
The outdoor retailer REI uses a different browse page template for their outlet versus their main store. Here is their main store’s listing of jackets.
The outlet “REI Garage” displays products in a similar way but emphasizes the bargains by using strike-through pricing and calculating the percentage savings.
Because they’re delivering a different message in their outlet, they use a different template.
Messages can extend beyond the products to include store policies and content marketing. Bulk Reef Supply serves the DIY reefing community and has invested heavily in tutorial and product review videos. They add value to customers by offering lots of helpful guidance and infuse their product listings with visual cues to remind visitors that help is available.
In addition to badges, product images themselves provide an opportunity to lay out value drivers. In this case SCOTTeVEST offers an ‘x-ray’ of their apparel on mouseover. Besides being somewhat functional for browsing, it delivers the idea that you can carry a lot of stuff in these closes without looking bulky, which is the center of their value proposition.
The fact that these visual brand messages are native and repetitive is the key to this opportunity. Product listing pages with 50 or more products listed at a time offer a chance to drum key attributes into visitors’ heads as they scroll, in a way that feels natural.
Tactics for delivering brand statements are often at odds with usability tools designed with utility in mind. But the browse page for a product catalog offer a rare chance to do both in the same place.
A higher cost purchase can be a factor but the mental energy involved doesn’t necessarily line up with the dollars involved. Consider a few especially tricky decisions and some easy ones, at all different costs.
Buying a new car $$$$
Selecting a new phone and plan $$
Hiring a contractor to work on your house $$$
Picking a gift for a new girlfriend $
Vacation souvenirs $$
Specialized products with a clear leader (e.g. WeatherTech car floor liners) $-$$$
Renewing existing services like insurance $$ (Conversely, selecting a new provider can be very taxing.)
Favorite dishes at known restaurants $
Certain purchases can feel like an ordeal. For brands in e-Commerce, the goal is to remove as much of the mental labor required to make a purchase decision. Some of the things that exasperate users and contribute to mental weight include:
Opaque costs and terms – it’s mentally taxing to try and figure out where the catches are and how we might be getting taken advantage of.
Unfamiliar settings – making decisions in a new city or in an industry new to you can leave you feeling disadvantaged.
Convoluted options and dependencies – if it’s too difficult to consider various scenarios, the customer starts to feel overwhelmed.
Visibility – if your purchase choice is very public there’s added pressure to get it right.
Incomplete information – it’s tougher to make a confident decision with unknowns in play.
Unclear product lineup – sorting through tiers of service, model generations and variations can be tough if the differences aren’t well communicated.
Mapping user personas and customer journeys can help to illustrate the state of mind of those who might be considering a specific product or service. Consider how hard they need to work at making a buying choice and how you can reduce some of the mental energy required.
And there are new business opportunities for companies that find a way to make high dollar purchases with difficult purchase processes more enjoyable.