How Can Podcast Advertising Help Small, Local Businesses?

Podcast Advertising Help Small, Local Businesses

Local media can play an important role in promoting small, local businesses. It can be a great way to target a narrow market with relevant messages. Many small businesses put advertising dollars toward local radio and newspapers. They may try billboards, flyers, local community boards or websites.

Small business owners need to be smart about their marketing and advertising efforts. Typically, they’ll be looking for effective, low-cost solutions but it can be hard to find that perfect combination. Sometimes local media exceeds the budget of a new or growing business. And, many businesses are finding that what’s worked in the past is no longer so effective. In recent years, many have turned to online advertising that allows targeting and provides delivery analytics. Another benefit is the simplicity and ease of getting campaigns running quickly.

Few local business owners will have considered podcast advertising. But now, some platforms are offering programmatic podcast advertising that targets only listeners in certain areas. So, podcasts can be a new form of local media for your small business to tap into. Fortunately, podcast advertising also has the potential to deliver more for less cost too. A small company can “sound big” without spending a lot. It’s a lot like what websites have done for small businesses in leveling the playing field.

Your Potential Customers Are Listening to Podcasts

According to a report from Edison Research, 21 percent of Americans (age 12+) will have listened to a podcast in the last month. To put that into perspective, that’s the same number of Americans who use Twitter and 8% more than use Spotify.

Podcasts tend to have affluent, educated audiences. 85% of podcast listeners have a college education and 36% make more than $75K/year.

Podcast Advertising Effectiveness

Research shows 62% of podcast listeners report making a purchase as a result of an ad they heard on a podcast. A study on NPR podcasts showed even higher results, with 75% of listeners taking action on a sponsored message. Podcast listeners are highly engaged, with 88% of them subscribing and listening to most or all episodes. Because podcasts are not heavily saturated with ads, listeners have high brand recall (over 70%).

New Technologies Increase Targeting and Ease

Programmatic ad buying now makes the process of purchasing podcast advertising much easier. A small business can buy ads directly, without a lengthy process or large ad budget necessary to work with an agency. The process is similar to setting up Google or Facebook ads (maybe even easier).

And, the technology now supports more targeting. So, for example, you can run ads to be served up only to listeners in your state or metro area. This effectively makes podcast advertising a new form of local media, but available on a smaller budget. For example, one recent campaign run via Podbean’s PodAds system resulted in 100,000 targeted impressions for the business for $300.

To learn more about podcast advertising for your local business, read more. You can set up a campaign in minutes and give it a try! You set budget caps, and can modify or stop a campaign any time so it’s low risk with potential for high reward.

Get a high return on investment for your small business: get started with PodAds today

The Best Way to Promote Your Podcast

The Best Way to Promote Your Podcast

There are a million ways to promote your podcast. Some are effective, while others might be a waste of time (and money). And, of course, what works is dependent on “where your audience is”. This is why promoting on other podcasts might just be the best way to grow your audience.

Why is podcast cross-promotion one of the most effective podcast marketing strategies?

  • Podcast listeners already know how to listen to podcasts, which removes one big hurdle you may encounter when you promote elsewhere.
  • Listeners love content suggestions. This type of marketing comes across as helpful information and listeners pay attention.
  • You can target listeners who already like similar categories of shows. This solution brings you right to where your potential audience is.
  • They can subscribe/download your show right away. They’re in the midst of listening, so it’s not something they have to remember to do later.

Why use PodAds to promote a podcast?

Cross-promotion is effective. A lot of podcasters are already doing it. We see many discussions about it in Facebook groups and hear the promo spots often. However, it takes a lot of time to set this up (networking, contacting podcasters, sending your promo, discussing details..and typically, arranging and running the other podcaster’s promo on your show). With PodAds, you can have promo spots running within minutes. Yes, you’ll need to spend some money. But, you’ll save valuable time. You can also reach a broader range of listeners than it might be possible to get via personal connections.

Fortunately, you can set a daily budget cap so you don’t have to spend a lot. You can view your analytics to see just how your ads are delivering. And, you can modify, pause or stop your campaigns at any time.

If you’re spending any money on Facebook ads or other promotions (or considering it), take a look at PodAds first. Podcasters tend to get a much higher return on investment (ROI) from these campaigns.

How to Use PodAds: Three Simple Steps

  • Sign up as an advertiser: https://sponsorship.podbean.com/. If you’re already signed up to receive ads on your podcast, you’ll need to create an account with a different email address.
  • Create your campaign. Provide basic information (contact info, website, description, copy), set your budget and start date. Select categories (and geographies, if desired). Pick ad slots and set pricing. Upload your audio file. Add your payment method.
  • Run and manage your campaign. Once approved, your ads till begin running within 24 hours of your start date. You can review the list of podcasts and remove any of them at any time. Check your campaign’s results as it progresses: see impressions and amount spent. Pause or cancel campaigns whenever you want.

Sign up for PodAds today and give it a try! You can set a daily budget cap of as little as $10 (that’s the cap, often the actual spending will be less depending on your specs). Check out our Advertiser FAQs here or contact us if you have questions.

You can also sign up your podcast to receive ad revenue. Learn more here.

PodAds Marketplace to Expand Podcast Advertising Opportunities

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Podbean launches programmatic podcast advertising platform

Dover, DE – May 31, 2018 –Podbean has officially launched their supply-side programmatic ads platform. This platform, known as PodAds, will allow brands and media buyers to easily create podcast advertising campaigns to reach their target audiences. The system then dynamically inserts the ads into the podcast episodes and advertisers can monitor delivery statistics to analyze their campaign’s success.

PodAds works like AdSense for podcasts. Podcasters can focus on creating amazing content and Podads will help them auto-monetize their podcast by inserting matched ads into slots they make available. PodAds makes running podcast ad campaigns much easier. Advertisers can set an ad budget, select the podcasts matching their geographic and category targets and launch a campaign in minutes.

“We wanted to eliminate the friction involved in the usual podcast advertising process. The idea is to reduce the time and difficulty in matching advertisers to podcasts and running the ads. Not only does this make it easier for brands to run podcast advertising, but it provides opportunities for podcasts of all sizes,” shares David Xu, Podbean CEO.

Advertisers in a wide range of industries are tapping into the power of podcasting. U.S. podcast advertising spending is estimated to reach 256 million U.S. dollars in 2018, up from 133 million in 2015. And, this is only a drop in the bucket when considering the potential. 44% of the US population has listened to a podcast, a number that continues to grow each year. 16 million people in the US are “avid podcast fans”. Podcasts show rapid growth in markets all over the world as well. And, podcast listeners are engaged, educated, affluent and act on the information they hear in podcasts.*

Podbean’s new marketplace aims to help more brands reach that huge potential market. The PodAds system removes barriers on both the advertiser and podcaster side to expand podcast advertising access.

How it Works

Podbean podcasters opt in to the PodAds system and select their available ad slots. When chosen for a campaign, they’ll be notified and can opt out if desired. Podcasters can join for free.

Potential advertisers can set up an account at https://sponsorship.podbean.com/. It’s a simple three-step process to have a campaign up and running.

*Information from Infinite Dial 18 and Neilson Q1 2018 Podcast Insights

Maximize Your Ad Revenue Using Podbean’s Dynamic Ads Insertion

Podbean’s just released an awesome new tool to help you optimize advertising opportunities. The Podbean Dynamic Ads Insertion platform helps you maximize your ad revenue and minimize the work by automatically inserting your ads for you. You control everything…you bring the ads, decide on the slots, duration and more.

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You benefit by being able to:

  • monetize back episodes with fresh ads
  • use GEO targeting to run multiple ads simultaneously for different listeners
  • run time-limited campaigns for increased ad opportunities
  • set ad positions to maintain the integrity of your show
  • easily manage campaigns (no manual editing!) and get detailed statistics

Do all this for only a flat rate fee of $99/campaign. Try it FREE; your first THREE campaigns are on us!

How Podbean Dynamic Ads Insertion Works

  • You bring the ads you want on your show (you just need the audio MP3 file, can be host-read or a prerecorded message, jingle, etc.).
  • You determine times for potential ads in your podcast episodes (you can individually choose times in each episode or batch add a set time stamp on all episodes).
  • Set up a campaign for a desired timeframe, choosing ad slots (preroll, multiple midrolls, and postroll, which will be placed according to the times you’ve designated), and episodes.
  • Podbean’s technology will dynamically insert the ads according to your specs. You can edit or cancel a pending campaign.
  • Once your campaign is running, you can review the comprehensive reports on ad delivery.

Check it out and get your first campaign up and running today!

Podcast Advertising: How to Review Podcast Proposals for Your Brand

Podcast advertising is an excellent way to promote your products or services. Podcast listeners have excellent brand recall and there’s a high return on investment. With Podbean’s Advertising Marketplace it is simple for companies to connect to their target audiences through podcasts.

Any company can begin a podcast advertising campaign with a few simple steps. After receiving proposals from podcasters, advertisers can select the best options for their needs. To do so, it’s important to understand the information contained in each proposal:

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(Sample proposal. An advertiser would click “Select this Podcast” to begin working with this podcast.)

Price: this is the total cost for advertising on the podcast for the specified # of episodes

Number of Episodes: this is the number of episodes the podcaster would like to include in the ads campaign

Ads position: these are the positions the podcaster is offering for your ads (pre, mid or post roll)

Total Impressions: forecast downloads multiplied by the # of episodes and the # of slots (10,000 downloads in 10 episodes in pre- and post-roll slots would equal 200,000 impressions)

Click on the podcast logo/title to view the podcast description, audience geographic breakdown, and listen to the latest episodes.

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You can also sort the proposals by Best CPM (cost per thousand downloads), Most Impressions, Downloads/Episode, Geography and Category. After reviewing the proposals, you’ll select the podcast(s) you wish to work with which creates the campaign agreement. Then, it’s easy to discuss details and manage the campaign right in the secure management system. It’s that simple!

New, Improved Podcast Advertising System

We’re excited to share some great updates we’ve made to the Podbean Advertising Marketplace! After a few months of beta testing, we’ve gathered feedback and made changes accordingly.

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The process for podcasters and advertisers to connect and reach agreements has been simplified:

  • Advertisers will now start a campaign with some basic information about their product/service, keywords, and campaign budget range. They will receive a list of recommended podcasts based on their needs and can invite any podcasts they like.
  • Podcasters who think an ad campaign is a good fit for their podcast can send over a proposal including a price per episode (less complex than the previous CPM formula and more flexible for various sized podcasts and advertising budgets), # of episodes and spots available for ads (pre, mid, post-roll), and a message about what they have to offer. Advertisers can simplify their decision-making by sorting proposals ranked by best CPM or largest # of impressions, as well as filtering for geography and download ranges.
  • Then the advertiser will simply select the podcasts/proposals they like, which will create the agreement and pre-authorize payment. We believe this will shorten the time to get the campaigns underway and secure commitments.
  • The podcaster and advertiser can manage everything right in the platform, using our secure messaging tool to coordinate details like coupon codes and timing. The podcaster will upload the published episodes for the advertiser to approve and payment will be released immediately to the podcaster.

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With this new, improved system it will be easier than ever to advertise on great podcasts. This opens up a world of possibilities for brands and podcasts of all sizes and types!

Check out Podbean’s Podcast Advertising Marketplace at www.sponsorship.podbean.com. It’s free to sign up!

New! Podbean Podcast Advertising Marketplace

Podbean is excited to announce the beta launch of the Podbean Podcast Advertising Marketplace.

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Podbean’s Podcast Advertising Marketplace aims to revolutionize podcast advertising. It offers the easiest way for advertisers and podcasters to connect.

  • It brings opportunities to advertisers to connect with highly effective podcast advertising for engaging ads that reach their target consumers.
  • It brings opportunities to podcasters to get funding to support their creative, hard work.
  • It brings opportunities for individuals (referral agents) to earn ongoing money by referring businesses to the marketplace to advertise.

It is FREE to join the Podbean Podcast Advertising Marketplace. Podbean hosted podcasts automatically have access to the marketplace and will receive notifications when there are ad opportunities for their podcasts. Any podcaster can “join as podcaster” from the advertising page to get verified and start receiving ads opportunities.

Podbean is currently seeking advertisers and referral agents to join the program. Podcasters, advertisers and agents should visit http://advertising.podbean.com to learn more about this exciting opportunity and get started.