Create host-voiced podcast ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 28, 2021, 5:17 PM UTC

An Edison Research found that 54% of listeners think about buying products advertised via podcast ads.

The Infinite Dial 2020 study found more than half of Americans have listened to a podcast at least once. Additionally, a Nielsen study found brands that advertise see a 14% increase in purchase intent. So, brands should start leveraging podcast ads to attract new prospects and grow their businesses.

They can create host-voice podcast ads to benefit from the credibility of the host and promote products naturally. Host-voice podcast ads are perceived as conversational and informational rather than promotional. Offering trials of products and services to podcast hosts can further help hosts provide authentic, first-hand accounts of their experiences.

To ensure granular control over the content and delivery of the message, companies can create entirely produced podcast ads featuring a fresh voice. Marketers can also create data-driven ad insertions and branded podcasts.

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