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.
Podcasts continue to surge in popularity and content producers and sponsors are flocking to the medium. Calls to action for advertisers are a little different for audio and require some new ways of tracking. Here are a few observations for how podcast ads can be set up to be measurable so advertisers know what’s working and so podcast producers can convey the value they bring.
Audio CTA Examples
The Tim Ferriss show is a blockbuster in the podcast world and is known to drive huge sales. Jamie Foxx calls him ‘the Oprah Winfrey of audio” for that reason. Ferriss excels at quantifying things in general and his audio ads are no exception. He’s good at monetizing content in a way that’s not slimy. So it’s no wonder his shows provide plenty of good examples of smart CTAs and campaign attribution.
URL shorteners can make it easier to direct traffic verbally, especially if you’ve got a dedicated offer you’re trying to track. Tim Ferriss uses the obscure .blog TLD for short links to content on his site, which often augments the material available directly in the podcast episode.
He also sends people to response URLs that are set up just for him. That way the sponsor can note traffic being directed to this page in their web analytics tool and have a sense of how much the podcast ad is responsible for.
Sometimes it’s easier to direct people to search for a resource rather than try to recite a long URL over audio. Podcast hosts (or guests) can instruct listeners how to create a query that will work on Google or in an on-site search.
Maybe the most impressive example of this technique in action is when Seth Godin is a guest on a podcast. The host simply tells the audience to google ‘Seth’ and of course his prolific marketing blog shows up first. Being able to reliably tell people to just search for your first name is reserved for enormously well-known and reputable personalities, with loads of search-friend content online (i.e. Seth Godin.)
Podcast-specific discount codes/offers
This one isn’t specific to audio format but it’s especially important there. When sponsors are willing to attach an offer for new customers, making that offer code a vanity code allows for better attribution. Plus publishers appreciate having an exclusive offer to make to listeners versus repeating an offer that’s already readily available.
Fuzzy attribution works too
Not all results have to be quantitative. In addition to hard stats, podcasters can use publish dates as a way to note the influence of their ads on the audience. Noting the business results before and after the initial airing can be effective as long as the results are dramatic enough.
The Tim Ferriss Show often notes that products sell out quickly after being featured on the air. TV shows like Shark Tank also share the attribution challenges of being a broadcast medium and often airs updates to previous deals to reinforce the value of the tank.
Triggered memory storage for delayed responses
Podcasts are often consumed in a setting that doesn’t allow for immediate response. If you’re driving, exercising or raking leaves while listening, you’re not going to take action right away and are already distracted by your task. Using tricks to make it easy to mentally file the information for later use is essential. At a minimum, use repetition to ensure the CTA isn’t lost in the clutter.