Right Time, Right Place

Because of the increased simplicity and rise of mobile, podcasts reach listeners at times when they can focus on the content and aren’t otherwise inundated with messaging:

  • 85 percent of listeners hear all (or most of) a podcast
  • 69 percent of monthly listeners use their smartphone/tablet/portable device
  • 51 percent of podcasts are listened to at home, 25 percent in the car, truck or public transportation
  • 47 percent of “Monthly podcast listeners” listen within 24 hours of downloading; another 19 percent within 48 hours
  • “Podcasts present a valuable opportunity for advertisers, rooted in the “opt-in” nature of the medium. Because podcast listeners actively seek out their content in a way similar to video on demand, the engagement factor is significant… This provides an ideal environment for advertisers who can tap into a growing audience of people who are actively seeking the content they want whenever they want it.” – IAB Podcast Playbook, August 2017
  • “Most podcast consumption happens on mobile devices… 85% of podcast listening occurs on mobile devices (source: Podcast Analytics, May 2017). This allows for a marketing touchpoint with podcast listeners regardless of where they are listening.” – IAB Podcast Playbook, August 2017
  • “’Lean-in’ listeners are intentional in that they are seeking out the content to consume it, and they are engaged in the moment. These are not passive listeners waiting for curation. This environment is ideal for advertisers seeking a connection with this hard to reach on-the-go consumer in ways traditional media cannot.” – IAB Podcast Playbook, August 2017

The combination of audience growth, simplicity, monetization, and measurement – plus highly desirable audiences that can be reached at the right time and place – will let brands (businesses, non-profits, trade associations and individuals):

  • Reach growing audiences
  • Understand listener behavior
  • Turn podcasts from a channel for brand marketing or subscription sales into a channel that identifies engaged and interested individuals or leads.

As headlines show, big businesses have jumped in…

  • “The Rise (and Rise) of Branded Podcasts: Brands are clamoring to jump on the podcast bandwagon.”Entrepreneur, July 28, 2017
  • “Why companies like eBay and Slack are putting their ad dollars into branded content podcasts.”Fast Company, Apr. 17, 2017
  • “As podcasting grows… so do the marketing opportunities the medium presents… [Brands] are getting increasingly involved by creating podcasts of their own.”Fast Company, Apr. 17, 2017
  • “Major Brands Are Betting Big on Podcasts, and It Seems to Be Paying Off”Adweek, Aug. 28, 2016
  • “Why Some Big Brands Are Starting to Produce Their Own Podcasts”Adweek, Nov. 6, 2016

Now, small and medium enterprises seek to jump in, too. The question becomes: Who will be positioned to help these businesses succeed?

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