There’s a better way to grow your podcast than Facebook and Google ads. Most podcast apps now offer some kind of pay-per-tap advertising option. When a user searches a podcast app for “baking tips”, they’re not looking for a website or tutorial video. They’re looking for a podcast or episode. Immediately this makes any ad spend a better and more effective match than generic pay-per-click ad services like Google or Facebook. Let’s check out how 5 of the leading podcast apps allow you to display in-app ads and drive traffic to your show.
ADVERTISE A PODCAST ON OVERCAST
Overcast is the leading iOS podcast app. On the Overcast ad sales page, podcast advertising options are clearly listed by category with fixed prices and estimated return on investment. Your banner ads (which you supply) appear at the bottom of the screen in the app. Their non-intrusive and free users of Overcast are unable to switch them off or block them whilst browsing in the app. Once live, your ad will run for 30 days.
The best part is that ads link directly to your show. Clicking a link doesn’t open the listener’s default browser app or redirect them to an external website. The playback is uninterrupted. Users can become subscribers with just two clicks, without even stopping what they’re listening to!
One disadvantage to advertising on Overcast is the lack of reach for users of Android and other devices. Overcast is currently iOS only, and has no obvious plans to develop their mobile app for Android. However, it is encouraging that the app is (incredibly!) maintained by a single person with “no catch, no creepy business model, and no ulterior motive.”
ADVERTISE A PODCAST ON POCKET CASTS
Pocket Casts is most frequently described as the “Overcast for Android”. Their ad sales, however, aren’t as transparent or easy to navigate as Overcast. First, you sign up for a Pocket Casts account. Then you have to submit your show to the Pocket Casts directory (this may have been automatically done when you published your show through whatever hosting service you provide).
Then, you request a paid placement on their sales page. You’ll need to ensure that your podcast has at least 2 episodes (or a trailer), meaning zero chance of pre-hyping a show before launch. Artwork and sound quality are judged, presumably by a team. And finally, you pay anything from $1700 for a week’s exposure. A one-week spot in the “Discover” section (like the homepage) currently goes for $2000 for a guaranteed 350,000 views per week…
Pocket Casts appears to have thrown their hat into the ring of corporate shows looking to launch with a bang. The ads are large and a little intrusive on the screen (in the Android application, around 20% of the above-the-fold content is sponsored), which suits big brand shows just fine. However, the websites of shows in the app are clearly listed on their landing pages, giving users a chance to click out and find out more about the show on its home turf.
PODCAST ADVERTISING ON PODCAST ADDICT
Podcast Addict is another independent podcast listening app, but is also one of the world’s most popular. Their ad sales page is similar to Overcast, allowing you to see upfront how much advertising your show will cost. You can even search for your specific show to see the available ad spots in that category. Additionally, there are two options for where on the screen the banner ad is placed – the big main top section, or the narrow bottom footer section.
Other options include the ability to choose the category you want to advertise in, which is really neat. Perhaps you’re looking to experiment. For example, a baking show might have unexpected success in a category other than ‘Food’. Hey, if Bob Ross could turn oil painting into soothing therapy, maybe a baking show can help people with their disorders. Once purchased, your ad will be live for 30 days.
PODCAST ADVERTISING ON PODBAY
PodBay is an underdog podcast listening app serving the niches of people who value simplicity and transparency. Advertising your show on Podbay starts at $25 for a day for slots of up to 30 days. According to their podcast ad sales page, that buys you visibility in front of 40,000 people per day, but that statistic hasn’t been updated since October 2020. Promoted podcasts appear on the home and discover pages.
Interestingly, Podbay is independently owned and operated by its creators. The creator-owned model picks up the users who fall between the cracks of the VC-funding model dominant in big tech. So if you’re looking for outliers and underserved markets, this might be a good option.
PODCAST ADVERTISING ON SPOTIFY
And finally, advertising on Spotify. The platform with the numbers. Like its big brother (Apple), Spotify is a non-typical podcast app because it also hosts music, and most users are more familiar with it as a music app. That said, the app claims to serve 220 million ad-supported listeners of podcasts. No shortage of either. But is it specific enough to move podcast fanatics into action?
Anyone who has used Spotify knows that the look and feel of the app is pleasing to the eye, and the ads are no exception. During the playback of your ad, expect your podcast logo on the screen, and a “Learn More” button. The ads play between songs or episodes (but notably not during an episode, when attention is higher), thereby targeting users who allow autoplay or listen to multiple episodes in playlists.
The ad creation process is simple, although not entirely transparent. Much like the Spotify app, there’s much bloat to navigate through when searching the Spotify podcast ad pricing page for simple questions to answers like “how much does it cost?”
The ads are similar to social media ads. Instead of a fixed price buying a certain amount of attention, you select your budget and date range. Then, a scalable range of impressions is offered for you to approve or decline. For example, you choose to spend $500 and then get offered 25,000 listens of your ad.
One thing all the platforms have in common, however, is that their listeners are already audio content consumers. With Google and Facebook ads, your targeted ads are only reaching people who use search engines. In other words, everyone.
But with audio, there’s no wondering if your ads are reaching people who listen to podcasts. So whether your goal is boosting subscribers, driving traffic or growing awareness, 100% of your in-app ad spend reaches existing podcast listeners.
That said, it’s a good idea to make sure the ad you’re running is quality. Hiring a podcast ad creation studio to coach your DIY voice recordings and finesse your music soundtrack choices should certainly be included in your budget. If your aim is to move your listeners, get in touch with us and make your podcast ad today!
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