Reach Your Niche Audience With Podcast Advertising
For businesses, having quality products and services is the first step toward success. The second step that a company must take, regardless of what it sells, is to effectively reach out to the people who are most likely to benefit from its products and services. However, finding and engaging with your target audience can be particularly challenging if your business operates in a niche industry.
Podcasts have emerged as an effective method for targeting specific audiences. At Beasley Media Group, we can create compelling on-demand audio with our podcast advertising campaigns designed to help attract people to your business.
Beasley Podcast Network Overview
Beasley Media Group was founded in 1961 and was one of the first broadcasting organizations that introduced radio to smaller American cities. More than six decades later, the company’s radio station portfolio has grown to 57 stations in 14 major markets nationwide, including Boston, along with many other offline and digital ventures.
While radio is still a major component of the marketing and advertising solutions that Beasley offers its clients, one of its major priorities is keeping up with the times, both technologically and culturally. Podcasts are the natural heirs to classic radio shows, and their on-demand nature allows listeners to download or stream episodes whenever they want. They offer more creative freedom than radio and can appeal to highly targeted audiences, making them an excellent advertising method for Boston businesses in niche sectors.
Beasley Media Group’s bPod Studios produces premium podcast content that’s downloaded by over two million people each month. bPod Studios greatly benefits from being under Beasley’s umbrella, as it can advertise its original, high-quality podcasts over a wide variety of channels, including on-air radio, social media platforms, newsletters and mobile apps.
Tailored Advertising Based on Audience Demographics and Listening Data
One of the main perks of podcast advertising is that you can deliver your message to a particular audience, giving your company direct access to people who are likely to be interested in what you’re selling. Most podcast listeners are young adults, making it the ideal advertising medium for products and services that appeal to younger audiences. However, more and more older adults are discovering this flexible and convenient alternative to radio.
You can also tailor your advertising based on the nature and topic of a specific podcast. For instance, sports podcasts tend to appeal mostly to men, while women generally prefer entertainment and lifestyle-oriented podcasts. Listening data suggests that an average listening session for all ages and genders lasts around half an hour, which allows brands to dive into various topics to help connect them to their audiences.
Multiple Ad Format Options
Podcasts provide excellent flexibility not only for listeners but also for companies that want to advertise their brands. You can choose from many podcast advertising formats depending on your campaign goals. Some common formats include:
Host-Read Ads
This can be a highly efficient form of podcast advertising, as the podcast host will read your message directly. You’ll be able to tap into the reputation and credibility the host has among their listeners and build a personal rapport with your target audience.
Prerecorded Ads
This is a more traditional advertising method similar to classic radio ads. These prerecorded messages are professionally produced, typically last between 15 and 30 seconds and give you total control over your advertising message.
Dynamic Ads
These ads take advantage of the digital nature of podcasts and deliver different messages to specific podcast audiences. For instance, a podcast with listeners from Boston and Tampa will only advertise snow tires to the Boston audience, as the last time it snowed in Tampa was in 1977.
Sponsored Segments or Episodes
You can also sponsor a specific segment or an entire episode of a podcast, which can help align your brand with the podcast audience and create more engagement.
High-End Production Services and a Creative Approach
If you're going to align your brand with a podcast, you need to make sure that every aspect of it will represent you well. Beasley's bPod Studios handles every part of a podcast's production, from creating compelling scripts to streamlining the content so it's easier for listeners to consume. The team works with clients to find subjects and storylines that tie the brand into the conversation, creating a natural flow that's likely to resonate with audiences and boost brand credibility.
Accurate Measurement and Attribution Methods
As with every aspect of an organization's advertising and marketing efforts, continuous improvement is key. Beasley Media Group has the tools to measure a podcast advertising campaign's overall impact and find ways to improve its effectiveness. Some ways of tracking advertising success in the digital space include promotional codes that audiences can use to receive exclusive discounts and custom links on the company's website that tie in the website content with the products and services the company sells.
Measuring the extra foot traffic generated by a successful podcast advertising campaign is more challenging but possible through geofencing. This involves targeting an ad to a specific geographical location and tracking any changes in the number of in-store visits compared to previous figures.
Get Podcast Advertising Rates and Expand Your Brand's Reach
Podcast advertising can be an efficient way to reach out to those most likely to interact with your brand. Regardless of what you’re selling and who you want to sell it to, our extensive podcast network at Beasley Media Group can help you make the most of your advertising budget and expand your Boston business. Contact us today to get our podcast advertising rates and to learn more about our services.