Tips and Tricks:Podcast Advertising and Triton Digital

by Isabelle Lleres

To grow your audience, you need to continue to publish original, and appealing content. There are numerous strategies to grow revenue, advertising being one. Publisher need to retain and grow their audience to be attractive to advertisers, but too much advertising will chase your audience aways. You need the tools to measure your audience, target it and how often. The podcasting market has continued to flourish, making it one of the fastest growing media channels to advertise in.

Publishers want: 

  • Grow their audience 
  • Publish appealing content 
  • Grow revenue 

Podcast’s audience is engaged with the content: Podcast listening is active. Listeners make the choice of what they want to listen to as well as when and where they want to listen to it.

“Podcast listeners are a highly dedicated, engaged audience. Just by being a podcast listener, you’re someone who cares enough to tune in on a regular basis. You’re more likely to be an informed resource for your colleagues or friend’s, podcasts attract people who are much more passionate, influencers.” (“7 Reasons Why You Should Choose Podcast Ads - Midroll”) -Marko Savic, Igloo Software

A Nielsen study for a U.S. podcast advertising company showed that podcast ads are 4.4 times more effective than display ads. (Podcast advertising generates up to 4.4x better brand recall than other digital ads)

 Advertisers want: 

  • Increase their brand awareness. 
  • Reach their targeted clients. 
  • Get the most value for the least amount of money. 
  • Measure their ROAS.

Why podcasting: 

Podcasting has an engaged audience. Listeners make the choice to listen to what they want to, when they want to and where they want to.

Edison’s research in Q3 2020 showed that 49% of super podcast listeners (at least 5hrs/wk) have a more positive opinion on advertisers they heard on a podcast they listen to regularly. Same percentage agreed that advertising on podcast is the best way for a brand to reach them. 

Other research shows that advertising on podcasts brings higher results and higher return on ad spend. 

Triton tools: 

Measurements: understanding the audience 

Podcast Metrics Demos+ provides enhanced metrics including person-level demographic, sociographic, media behavior and purchase intent data in the U.S., to further inform pod cast advertising decisions.

  • PCM 
  • Demo+
Advertising: reaching your audience 
  • Control advertising of your brand 
    • TAP: direct relation with the advertiser 
    • Yield-Op: brand quality control on who or what is allowed on the publisher’s brands 
  • Target specific group of listeners 
    • Geo location 
    • Devices 
    • Demo and behavior 
    • Content associated  
      • demo and behavior (regroup: Station tags) 
      • podcast episode specific 
    • Measure: 
      • Via 3rd-party tracking pixel: Advertisers can measure their ROAS.
    • ROAS is essential for quantitatively evaluating the performance of ad campaigns. By keeping careful tabs on ROAS, advertisers can make informed decisions on where to invest their ad dollars and how they can become more efficient.
  • Avails 
    • Know what’s on the shelves to sell 
  • Tap Explore enables you to generate custom reports that provide increased insight around sell-through rates, delivered impressions, ad spend performance, and more to help you better optimize existing revenue opportunities and identify new ones.
    • Publisher can understand their impression traffic trends (when, where) 
    • Publisher can evaluate overall revenue and eCPM (how much)
    • For sending Advertiser: granular campaign reporting  
  • Affidavit 
  • Campaign creative reports 
    • Deeper insight on creative effectiveness (LTR, reach) 

These days, it seems like there is a podcast for everything. No matter what you're into, there is bound to be a podcast that caters to your hobbies, or obsessions. New podcasters are popping up every day. Just how many podcasts are out there? 525,000 active podcast shows with more than 18.5 million episodes, this is according to apple statistics.

The proportion of Americans listening to podcasts has nearly doubled in the past nine years and is projected to continue growing for the foreseeable future. And since interest in podcasting has risen sharply, an increasing number of advertisers are leveraging this trend to promote their products and services.