This Podcast Movement session recap is a triple treat. Jordan Bick, VP Sales, DTC at our North Star SiriusXM Media, was joined by Melissa Demarzo, Senior Manager, Acquisition at Boll & Branch, and Taylor Rosenthal, Media Supervisor at Veritone One (both partners of SiriusXM Media) for a chat about how your advertising can go beyond just audio.
Multichannel ad campaigns, or 360 advertising, can help craft a brand story throughout the entire customer journey while producing stellar results: 74% of companies have reported increased sales thanks to a multichannel strategy.
You can utilize several routes to take your brand to the next level, but first, start with this advice from Rosenthal: “Make sure to meet your customers where they are by tapping into platforms where you’re seeing positive performances.”
The Power of a Good Host-Read Ad
More than half (55%) of podcast ad revenue comes from host-read ads. Impressive, right?
Demarzo highlighted the significance: “An ad read can either make or break the performance of a campaign.” It’s the perfect mix of influencer marketing with the intimacy required to allow trust. Plus, it’s customizable.
If you’re looking for an example of a great host-read, check out Conan O'Brien's LUXE Bidet ad. It’s true to Conan O’Brien’s comedic personality while also staying true to the brand.
Bick summed up the conversation perfectly: “There’s power within a good read.”
If you want to get involved with host-read ads but are unsure where to start, check out Simplecast Professional. It’s the one-stop shop for everything you need to monetize, allowing you to reach multiple podcasts with millions of listeners.
Stop, Collaborate, and Listen
Thanks to innovations in targeting and brand suitability measurement, partnering with fellow podcasts has never been easier—or more beneficial.
"Listeners tend to follow their favorite podcast host on social media, expanding reach and giving listeners multiple opportunities to convert,” explained Rosenthal.
If you know who they follow, you know who to collaborate with. Some ways to put your newfound knowledge into action:
- Podcast interviews: Conduct an interview with another host who creates content in the same niche. Instead of feeling like marketing to your listeners, it feels like value.
- Podcast promo swaps: Promote one another's podcast and enjoy the benefits of boosting each other’s reach and engagement; plus, you’ll expose your show to new audiences.
- Feed drops: By sharing an episode from another show on your feed, you not only help establish connections with other podcasters but potentially gain exposure to a new audience.
Take Podcasting Outside of the Studio
The relationship between a host and listener goes deep, with fans often turning to their favorite podcasters for advice and companionship. Brands are looking to tap into that relationship with advertising support and by facilitating opportunities for deeper connection.
Consider adding live events to your schedule. Show up in person for your listeners and allow them to connect with you and your fanbase. Not only is it a tangible way to enter the listener’s ear, but it can also grow your audience exponentially.
An IRL experience that went viral? To celebrate the launch of the Converse De Luxe Collection, the shoe brand teamed up with Tinx to create an exclusive in-person event. She invited fans via Instagram to a live recording of a branded episode in NYC.
The experience gave the brand a whopping 100% share of voice.
Tracking Performance
When it comes to successfully delivering multi-channel marketing, Rosenthal highlights the importance of feedback and “...transparency on ad-read feedback, performance, and creative.”
She also shared tips for ensuring valuable tracking that ties back to your client's KPI goals: “Try incorporating promo codes or swipes up offers.”
Demarzo focused on the importance of building relationships and having long-term partners. To sustain these relationships, Boll & Branch gets creative and sends seasonal bedding to long-term partners.
Want to learn more about podcast trends, innovation, and monetization? Check out our guide, From Passion to Profit: Your Guide to Simplecast Professional, which walks you through all the high-level features Simplecast Professional offers.