While economic recession and inflation are painful, they are not new. As an advertising sales executive for over a quarter century, I’ve seen it all. In times of economic uncertainty, initial instincts are to cut back on expenses not seen as mission critical for operations and for many companies that includes marketing expenses. In my younger, more naïve years, I’d double down on my narrative about why cutting back on marketing and advertising dollars was a bad idea.
Times have changed and so have I. I’ve learned that cuts are necessary and during a recession, marketing and advertising dollars should be part of those cuts. After all, there are a plethora of attribution resources in all media to help advertisers make smarter and more cost-effective decisions. I’ve always felt all advertising works; it’s how you use it so today, my narrative doesn’t include why you should NOT cut spending. I help advertisers spend what they can, wisely.
Lucky for me, audio advertising is more effective now than ever before. Our brains process sound faster than any other sense. What you hear is more impactful than what you see. Add the intimacy between podcast listeners and content, rise in trusted and authentic podcast influencers and explosive growth of overall podcast listening, and it’s no surprise to see why the podcast landscape continues to grow, even when other media don’t.
Even considering uncertainty, now may be the best time to explore new advertising opportunities such as podcast ads and here are 3 reasons:
- Podcast ad tech was almost non-existent 10 years ago, and it’s come a long way! There are solution providers such as Podsights and Magellan AI to help advertisers make data driven marketing decisions. Sure, promo codes, landing pages and vanity URLs can all still play a part in measuring a campaign’s success but there are many more KPIs to consider and ad tech can help. I highly recommend listening to the Sounds Profitable podcast to learn more.
- Podcasts ads are the most trusted type of ad placement right now. Why? Most podcast hosts are dedicated to authenticity, and that includes the brands they choose to work with. The hosts who are part of Pionaire Podcasting’s network are no exception. We vet every brand request thoroughly and at times; we have to decline an ad buy. If we don’t have a host with a genuine interest in the product or services, we walk away. Authenticity is a must or a host risks losing listeners and that’s a lose-lose for all.
- Many podcast publishers and networks can be flexible while some other more established platforms simply can’t. After all, podcasting is one of the newest platforms alongside the metaverse and if we don’t work to help our advertisers have successful campaigns now, when it’s mission critical to see results, we hurt our opportunity to grow when markets strengthen again… and they will.
We feel advertisers are partners and we work together to ensure we deliver results by starting every relationship with discovery and setting of expectations with 2 to 3 measures of success. Of course, not all podcast networks are equal in their ability to service advertisers the right way. I’m fortunate to work with a network that represents shows that perform. We’ve gotten renewals before we completed campaigns.
Pionaire Podcasting has hosts that have been in the audio business for decades and they understand the importance of host reads. Let us help you determine if podcast advertising is right for your brand. Click here and a member of our team will be happy to help answer any question you have.
