PODCASTING

Podcasting is a digital medium that allows individuals and organizations to produce and distribute audio content online. It is a form of on-demand radio that allows listeners to access audio programs on their own schedule. Podcasting has become increasingly popular over the years, with millions of people around the world tuning in to listen to their favourite shows.  

The accessibility and convenience of podcasting make it a preferred choice for listeners, as they can tune in at any time and on any device, without the need to worry about missing out on important information. Additionally, podcasts allow thought leaders, experts, and influencers to share their insights and opinions on various topics, democratizing knowledge and providing an opportunity for anyone with a passion for a particular subject to share their expertise. 

Commercial Marine Podcasting Services

At its core, podcasting involves the creation of audio content that is distributed through the internet. This content can take many forms, including interviews, panel discussions, storytelling, news and current affairs, educational content, and much more. Podcasts can be produced by individuals or organizations and can cover a wide range of topics and themes. 

One of the key advantages of podcasting is its flexibility. Unlike traditional radio broadcasts, podcasts can be accessed at any time and from anywhere in the world. Listeners can download episodes to their mobile devices or computers, making it easy to listen to shows while on the go. Additionally, many podcast platforms allow users to subscribe to shows and receive notifications when new episodes are released. 

The production process for podcasting can vary depending on the needs and preferences of the creators. Some podcasts are produced in professional studios, while others are recorded using basic equipment in a home or office setting. Many podcasts feature multiple hosts or guests and can involve extensive editing and post-production work to create a polished final product 

Podcasting has become a popular medium for several reasons. For one, it allows individuals and organizations to create content that is tailored to specific audiences. This can be especially valuable for niche topics or communities that may not have access to traditional media channels. Additionally, podcasting can be a highly engaging and interactive form of media. Listeners often feel a sense of connection to their favourite hosts or shows and may interact with them through social media or other channels. Podcasting provides a platform for underrepresented voices and perspectives, allowing marginalized communities to share their stories and experiences, and amplify their voices to a wider audience. This promotes diversity, equity, and inclusion in society, and provides a platform for social and political activism. 

There are several podcast platforms available for both creators and listeners. Some of the most popular platforms include Apple Podcasts, Spotify, and Google Podcasts. These platforms make it easy for creators to upload their content and for listeners to find and subscribe to shows. Many platforms also offer analytics and other tools to help creators track their audience and measure the success of their content. 

In conclusion, podcasting is a vital medium that offers accessibility, convenience, and an engaging format for individuals and organizations alike. With its ability to democratize knowledge, create personal connections, and promote inclusivity, podcasting will continue to play an essential role in shaping the way we learn, entertain, and engage with the world around us.  

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COMMON QUESTIONS ABOUT PODCASTING

What is podcast advertising?

Podcast advertising is when you advertise your brand/company on a podcast (audio show downloaded or streamed for the internet). In most cases, the podcast host will endorse your brand with a live read 60 second audio ad during the beginning or middle part of their show. The audio ad contains information about your product/service, any personal experiences the host has with your product, where listeners can order, coupon codes, and more. Podcast advertising is seeing some of the highest ROI in the digital advertising industry and is growing quickly.

How does podcast advertising work?

There are three podcast advertising categories: standard, affiliate, and branded podcasts. Let’s take a quick look at how each of these three works: 

Standard Advertising Agreement 

In this advertising deal, the business or sponsor pays the podcast host, production team, or company for ad space in their audio. The ad itself can be pre-recorded or host-read. Both parties will also agree on the ad’s placement within the audio content, which may affect the advertising rate. 

Affiliate Marketing

In an affiliate marketing structure, the podcaster decides to join the affiliate scheme and market the business or service in question. They only get paid when and if their promotion results in sales or conversions. 

Branded Podcast 

Some businesses prefer to invest fully in the podcasting world by creating their very own branded show. As we mentioned earlier, the overall goal of this type of podcast is to create engagement, raise brand awareness and ultimately, drive sales. Beyond this, however, this is also a great way to connect with your customers and community and offer them accurate value-rich content that relates to your brand. 

Is podcast advertising effective?

Nobody can deny that podcast advertising works. If you doubt the effectiveness of this type of audio advertising, just take a look at the numbers. 

According to the Edison Research Super Listeners 2021 report, podcast ads are the most recalled ad types. This was corroborated by 86% of respondents. This means that an overwhelming number of podcast listeners remember hearing an advertisement included in a podcast. 

Podcast advertising is not only memorable, though. It’s also effective in creating tangible engagement. In the same report, Super Listeners found that 76% of listeners act on podcast ads. 

Ad-Placement

Ad placement can have massive effect on the advertising rate. There are three positions that an ad can be played in:  

Pre-Roll 

This is an ad that is played before the main body of podcast content – this is usually the better option for ad placement due to an almost guaranteed run-through – having a pre-roll add is risky due to the point of if the ad is not intriguing or relevant to the user then the user may have a negative opinion before the video has begun. 

Mid-Roll 

Mid-roll ads are played during the episode or in the middle of the podcast.  – Mid-roll has the highest finishing rate out of the 3 types of ads, this is due to it being in the middle of whatever the viewer is engaging in, so if a business wants their audience to tune in mid-roll ads would be the most effective way to do so. 

Post-Roll 

Post-roll ads come after the episode has end – typically these ads get the least number of views due to them being placed at the end of the video, the user can simply change video or turn the ad of while viewing. – these ads do not hold any significance due to them not needing to be watched. 

As you might imagine, the most valuable ad placement is mid-roll. Just like when watching a YouTube video, we are all far more likely to skip over an ad before the podcast and completely ignore one at the end. For this reason, a mid-roll ad is expected to generate far more engagement (and far fewer skips), and therefore be priced at a higher rate.