Building a New Audio Brand is the New Black
Why there’s a growing interest among ad agencies
Social media is a powerful machine that converts consumers into brand patrons. However, Super Listeners 2021 by Edison Research reveals more than half of its survey participants (56%) report that their purchase intent for a product is higher, compared to other channels, when hearing ads during a podcast–64% higher.
The research also discovered that 51% of the participants are more attentive to ads on podcasts compared to other media, while 86% claim to remember encountering an ad. These numbers are enough to entice marketers and ad agencies to level up their client service offerings, and integrate podcasting production into their current portfolio of services.
What is a Branded Podcast?
A branded podcast is essentially a tool that brands and companies use to carry out their brand mission, while subtly referencing its products and services for promotion. The ultimate goal of any branded podcast is to grow the business, which includes strengthening the brand narrative and messaging.
Topics discussed on a branded podcast are relevant to the industry associated with the brand. These topics give the listeners valuable content without hyping up the brand in a salesy way. They also provide a platform to position the host, who is often the owner or CEO of the business, as an expert in their field.
Opportunities in Branded Podcasts
Everything about branded podcasts is resourceful and efficient, but not everybody is jumping on the bandwagon just yet. Mostly because there is still confusion around the true benefits of leveraging podcasting as a marketing tool and how to use it effectively. The benefits are considerable and can be handled in house or by a full service podcast agency.
1. Builds brand awareness
Most brands find themselves stuck into thinking that they’ve reached their maximum potential until they learn about podcasting. A branded podcast is a great tool to expand brand awareness which is anywhere between 24% and 79% according to the Claritas study.
2. Drives traffic to other channels
Podcast episodes can be repurposed into a number of ways: blogs, industry trade articles, newsletters and social media content. A transcription of the podcast episode can add SEO rich content for the website. Repurposing content offers target clients another avenue of consuming the content and can be linked to the podcast to grow the audience.
3. Generates leads
Increased brand awareness and a well articulated call to action make podcasting a stand out option for lead generation. The consumer’s purchase decision is often driven by feelings that they know, like and trust the brands they’re buying from. Podcast hosts have a vantage point of creating this level of customer confidence by building a relationship with their listeners and then inviting them to do business with them.
4. Listener loyalty drives engagement
Building awareness is different from creating trust. Awareness exists on a surface level where the audience knows the brand exists. Loyalty runs deeper and involves an emotional connection with the brand resulting in them using products or services long-term, aligning with the brand’s value and advocating it to others.
The approach of branded podcasts is more value-driven instead of promotional. Listeners are more accepting and appreciative of the brand – turning them into loyal audiences with a high percentage converting into customers.
What’s in it for Ad Agencies?
Advertising and Marketing agencies are built on the premise of providing creative marketing skills and expertise to create and develop brands.
- Ad agencies save their clients time and work by concepting and executing on online/offline marketing and advertising strategies.
- Ad agencies do the heavy lifting for their clients by managing the details of their campaigns with a team rich in diverse skills, relationships, and specific experiences.
- Typically the client gets a return on investment of the agency fees in time and the ability to focus on other areas.
Ad agencies take on specific tasks so that their clients can focus more on running their businesses. They help drive business growth for their clients and are incentivized to stay current with a wide array of industry trends, because if their clients' businesses perform well, so does the agency business.
The demand for branded podcasts presents agencies with the opportunity to expand their current service offerings and opens the door to getting new clients.
The opportunity to deliver podcast production services
1. Delivers effective ad results
In the study of Edison Research, it was revealed that 64% of podcast listeners proceeded to make a purchase when they encountered an ad during the podcast episode. Ad Agencies offering branded podcast services provide an innovative way for their clients’ brand messaging to be delivered successfully.
2. Possibility of cross-marketing
In cross-marketing, two entities promote each other on their respective platforms as part of guesting or collaboration. Branded podcasts are a great medium to invite guests to either be the interviewee or co-hosts. Promoting episodes on other podcasts increases the chances of gaining more visibility. This gives ad agencies the opportunity to connect one client to another for extended audience reach.