Viewers-Savvy Advertisers Uncover Golden Possibility in Podcasts
Podcasting has emerged as a hot new media industry. To make the most of the alternatives it gives, Rip Media Team CEO Maury Rogow counsels advertisers to double down on tale and focus.
HOLLYWOOD, Calif., April 5, 2021 /PRNewswire-PRWeb/ — In late February, the audio streaming platform Spotify released Spotify Audience Network, which gives advertisers entry to above one particular million podcasts, including those made by Slate, Vox Media, ESPN, and How Stuff Performs.(1) This, notes Maury Rogow, CEO of Hollywood’s Rip Media Group, arrives on the heels of Spotify’s early 2020 introduction of podcast streaming ad insertion, which lets podcast ads to be sent in real time and offer trackable info on amount of listens.(2) “Podcast advertising—which can be movie as perfectly as audio—has clearly come into its personal,” claims Rogow. “It gives marketers a fantastic way to produce focused messaging to a extremely tightly defined audience.”
That tight definition—i.e., high similarity in preferences and passions when as opposed to the audiences presented by other media, this sort of as on the net normal website ads—offers advertisers a opportunity to improve ROI by employing a shut listener profile/product in good shape to elicit an outsize reaction from a comparatively small (and so comparatively economical) viewers.
New figures present that 68 million men and women, virtually a quarter of the full U.S. inhabitants, regularly listen to several podcasts—an average of seven various exhibits per week.(3) The plans by themselves deal with a vast vary of matters between the 10 most preferred podcasts in the U.S., according to Edison Study, are reveals devoted to accurate crime, economics, progressive politics, information and existing activities, extensive-ranging celeb interviews, and a admirer-pushed scene-by-scene, character-by-character examination of every episode of the tv application “The Business office.”(4)
When ad treatment method on these reveals varies, most podcasts, states Rogow, block out time for 30- or 60-next places at the beginning of the show, at the midpoint, and toward the conclusion. In numerous conditions, the podcast host or hosts provide the ads by themselves some, in simple fact, use the advertiser’s equipped copy as the foundation for comedian improvisation. Conan O’Brien, for example, a short while ago set up an ad for Point out Farm Insurance policies by telling his assistant, Sona Movsesian, about a (fictitious) vehicle incident he had experienced, and how much it was heading to price tag him. “Would not it be good,” he deadpanned, “if there was a thing you could purchase that would protect aspect of the expense when stuff like that occurs?”
This, of course, places shipping and delivery of the advertising concept in the palms of an unpredictable third party—an thought, Rogow notes, that helps make lots of marketers extremely unpleasant. “It really is comprehensible to want control,” he states. “On the other hand, it is really a fantastic wager that more listeners remembered what Conan O’Brien reported, and for extended, than they would have if Point out Farm experienced performed it protected.”
By the very character of the medium, Rogow notes out, podcast promotion is micro-focused. You are, he says, not hoping to get to most people every person is not likely to be listening to “Hold out, Wait, Don’t Tell Me” or “The Joe Rogan Working experience.” Only some folks are, and the advertiser currently has a really fantastic notion who individuals persons are and what they feel is funny—thus, you can choose additional risk.
And, he suggests, you should. “There is certainly no a person elevator pitch that will attraction to absolutely everyone,” says Rogow, “so do not attempt to create 1. To start with commandment of storytelling: Know your audience. Speak to this particular viewers, and give them a tale, with metaphors and higher stakes. They will appreciate you for it.”
About Rip Media Group
Rip Media Group, established in 2007, is a trailblazing video clip advertising organization primarily based in Los Angeles, California. Established by electronic pioneer Maury Rogow, Rip Media Group brings a unique combination of storytelling art and ROI method to the industry of animation and stay action video. Maury is a member of the Producers Guild of The united states, with a number of characteristic films to his credit. His unique track record in film output led to an epiphany in the intrinsic benefit of storytelling in marketing and advertising, no matter how technical the subject. This led to his operate in a substantial-tech agency and its obtain by Cisco for more than $1Billion. He went on to type Rip Media Group, a assortment of award-successful storytellers, technicians, and artists, selected from the Producers Guild, Writers Guild, and Display screen Actors Guild. Their Eco-friendly Light-weight Manufacturing Process™ and other proprietary methods are employed to generate globe-class voiceover, animation, and are living motion movie to develop enterprises of any sizing. https://ripmediagroup.com.
1. Schiff, Allison. “Spotify Is Launching An Viewers Network For Audio Advertisements.” AdExchanger, 23 Feb. 2021, adexchanger.com/audio/spotify-is-launching-an-viewers-network-for-audio-ads/#:
2. “Spotify’s Head of Worldwide Adverts Small business and Platform Jay Richman Talks New Spotify Podcast Advertisements.” Spotify, 8 Jan. 2020, newsroom.spotify.com/2020-01-08/spotifys-head-of-worldwide-ads-business-and-system-jay-richman-talks-new-spotify-podcast-ads/.
3. “Why Are Podcasts so Common in 2021?” Brandastic, 9 Feb. 2021, brandastic.com/blog/why-are-podcasts-so-well-liked/#:~
4. “The Leading 50 Most Listened to U.S. Podcasts of 2020.” Edison Exploration, edisonresearch.com/Wp-Written content/Uploads/2014/06/Edison-Emblem-300×137.Jpg, 22 Feb. 2021, edisonresearch.com/the-major-50-most-listened-to-u-s-podcasts-of-2020/.
Media Contact
Karla Jo Helms, JOTO PR Disruptors(TM), 727-777-4621, [email protected]
Daniel Mutter, JOTO PR Disruptors(TM), 727-777-4621, [email protected]
Resource Rip Media Team