Advertising
WHY PODCASTING IS A GREAT WAY TO REACH YOUR AUDIENCE
Independent producers such as Lone Star Gridiron have engaged, highly focused audiences. You, the advertiser, have a great opportunity to get your message out in a fragmented media landscape. But understandably, advertisers and show producers fear turning off users and losing their attention with an influx of advertising that may interfere with an established audience’s listening pattern. That is why the number and length of advertising spots are limited on Lone Star Gridiron, and why no pre- or post-roll spots exist. We know through research and our own experience that the five tips from the CEO of Radio Tail (listed below) help insure a successful podcast ad campaign:
- Keep your message brief — Podcast audiences have proven accepting of ad spots so long as they’re short. In a recent Nikon ad campaign that ran across our podcast network (Radio Tail), we did not receive a single complaint from listeners about a 15-second spot.
- Vary your creative — While listeners don’t mind short, tasteful ads, they do mind hearing the same creative over and over. After all, they sought out podcasts in the first place because they’re easily bored. Produce as many short ads as possible. Each could feature a different use for your product, a different benefit of your product or a different person describing his or her experience with it. You can also change your ad over time, addressing different seasons, holidays, current events or other timely issues.
- Don’t underestimate your audience — Podcasting gives you the opportunity to reach a niche, sophisticated audience that’s likely on the cutting edge of an interest group. A large Internet service provider recently advertised in several technology podcasts whose listeners get excited about terms like RSS, open source and network neutrality. However, the advertiser used a dumbed-down ad that slowly explained in lofty terms how their service makes Web browsing easier. The ad was clearly aimed at a general, less technology-savvy audience. It might have worked well for broadcast, but the ad was not well received by podcast listeners as evidenced by numerous comments and blog posts. Listeners felt patronized.
- Place your ads interstitially (don’t use pre- or post-roll) — Ads placed between the content segments allow the listener a chance to become engaged in the show before experiencing the sponsor message. They also reach the listener after their hands are off the fast-forward control. Ads need to be worked into a podcast to take full advantage of the medium.
- Don’t imitate broadcast radio — Broadcast radio ads often reek of desperation and take the form of loud and obnoxious voices performing cheesy skits to try and grab the listener’s attention. Luckily, you’re advertising in podcasting. The user has already subscribed, downloaded and actively chosen to experience the content in which your message will be heard. The listener is already engaged. You have his attention. Your job’s easy! Just be clear, concise and informative. A little wit never hurts either.
CALL OR EMAIL to get our complete ad package featuring a full range of audio, video, and print opportunities.
CONTACT
Chris Doelle
info@lonestargridiron.com
713-269-4620
