Whether while exercising, taking a shower, on the way to work, or just before falling asleep. More and more Germans are regularly following podcasts. The offerings range from true-crime to promitalk and comedy to history, philosophy, psychology, business, sports and politics. There is hardly a special interest topic without a suitable podcast and a corresponding loyal listenership. This special involvement is a huge opportunity for all brand managers who want to hit their target audience in the right environment with the right message.

Awareness guaranteed

The first piece of good news for all advertisers: Podcast advertising is disproportionately well received by listeners:according to studies, and is seen as a reasonable price to pay for the service. The second piece of good news is that podcasts are usually listened to in a relatively concentrated manner, since listeners have selected the content themselves. This high basic interest also radiates onto commercials in podcasts, which are listened to unusually attentively and are also predominantly perceived as credible. Best effect conditions.

The Influencer Effect

Listeners:inside pay high, often undivided attention to their favorite podcasts. To many Podcaster:innen thereby a very personal, almost already as friendly relationship develops. Podcasters can therefore be compared to social media premium influencers. Their word carries weight – and their recommendations are taken seriously.

Native-read vs. self-produced

When the host/hostess of a podcast proclaims the advertising message in their own words and with their own conviction, it is particularly credible and thus very effective for advertising. Such native-read spots are not scripted down to the last detail. The host merely receives a short briefing and puts the most important messages into his own words. Best for the advertising effect it is naturally, if the Host/ the Hostess can report thereby on it, which positive experiences it collected even with the recruited product or service.

Vom Werbetreibenden even before-produced commercials are above all then a good choice, if the Spot is to appear as identically as possible and broadly in a multiplicity of Podcasts. Compared to native-read, such commercials are of course easier to recognize as advertising, but the advantage is a consistently recognizable advertising presence that anchors itself deeply in the memory of broad target groups as acoustic branding.

Baked-in vs. Dynamic Ad-Insertion

When a spot, whether pre-produced or native-read, appears directly on the audio track of the podcast itself it is called baked-in. Such spots cannot be technically distinguished from the podcast itself and therefore remain permanently audible on all distribution channels, e.g. also on Spotify. Because the Podcaster:innen make themselves later hardly the trouble to cut out such a Spot again.

Dynamic Ad Insertion – thus the Spot-Einspielung by Ad server – has the advantage that a campaign can be radiated over a preselected period with a given Ad Impression rate. This also works with existing episodes. Very useful, since many fans like to listen to older episodes of their favorite podcasts again. Even geo-targeting is possible with this method, which opens up completely new possibilities, especially for regional providers.

By the way, native-read and dynamic ad insertion are not mutually exclusive. However, to maintain credibility, the host’s native-read spot should only be programmed into the host’s own podcast episodes.

Self is the podcast

Advertising in podcasts is particularly effective when your own product fits well with the host/hostess, podcast and target audience and you find a credible, likeable and creative form of presentation. We are happy to advise you on finding the right environment and the right creative approach. But what if you don’t just advertise in other podcasts, but podcast yourself? You can’t? You can, but only if there is always something new and exciting to talk about.

With content on the long haul

A great example is HYCYS, the cycling and triathlon training specialist managed by B+D, with its podcast Junkmiles. The two Junkmiles hosts Björn Geesmann and Daniel Beck deliver insights from the scene, present sports science topics and regularly welcome guests from endurance sports or science. Whether training, nutrition, physiology or mental preparation: here all triathlon nerds and cycling enthusiasts will find exactly what they are looking for.

For HYCYS, Junkmiles is the perfect tool to credibly anchor its own brand and expertise in the consciousness of its target group again and again. The subscriber number (approx. 14,000) is in view of the fact that here consciously a very pointed target group is addressed, more than considerable – and already other wheel haven and Triathlon Markenartikler on the plan called, which switch for their part with Junkmiles for their products Spots. A true win-win-win situation, for HYCYS, listeners and advertisers.

Conclusion

Whether self-produced or selected to fit: Podcasts are real advertising gold, because they secure attention, create credibility and generate involvement. If you want to know more about podcasts and are looking for a custom-fit solution for your brand or campaign? We at B+D will be happy to advise you.