As LivePanel has shown, a special survey by GroupM conducted on a sample of 3000+ people, podcasts in Slovakia listen to just over ten percent of the current online population at least once a week . Podcasts have received more interest from people in the media and advertising worlds. The survey we conducted at the turn of 2018/2019 revealed that a third of the media and advertisers paid attention to the podcast at least once a week.
From a global point of view, it is worth noting that interest in podcasts is much higher. For example, Spotify assumes that over 20 percent of the audio content consumed on this platform will be non-music over time . The fact that Spotify takes podcasts seriously is also demonstrated by their recent acquisition of Gimlet Media.
With increasing interest, the portfolio of podcasts from Slovak filmmakers is constantly expanding, while the number of themes devoted to podcasts is also growing. We have an interesting amount of content to choose from - from daily news to podcasts of technological, economic, scientific and, last but not least, marketing focus.
How can brands use it to their advantage?
Of course, where there is an audience, there is an opportunity for brands to reach potential customers. If someone else is using podcasts and argues that they still do not have enough people's attention, it might be short-sighted. Podcasts still haven't hit the popularity ceiling because they're constantly growing.
In addition, listening to podcasts is largely a listener choice. As they listen, they are more active and focused at least at the beginning, and unlike passive listening to music, there is a greater chance that they will not translate the ad link. At the same time, with the easier measurement of podcast listening, you will be more confident in the number of times your link is heard.
There are a lot of ways to take a target group through this format. It depends only on your creativity and space provided by the podcast creators.
One of the first options is to use sponsorship. Tag individual podcasts with messags: "... the part of this podcast brings you ...".
Do you use classic radio advertising with a spot? So take advantage of these audio spots in digital podcasts.
Ask the creators to create a special piece that will only belong to you. Bring added value to your audience while natively implementing your product or service. For example, SME is currently bringing a whole series of podcasts dedicated to the Game of Thrones in collaboration with HBO.
Do you need to graduate a new service or product? So look for a podcast that deals with a similar theme . Its creators can use the review to communicate product benefits or moderators to your own expert.
Do you want to support the installation of your application or purchase of a service package? Offer a limited promo code in the subcategory .
You can also create podcasts yourself. Invite interesting guests to communicate their successful story. Bring added value to users in the form of hints and instructions related to your product or service.
If you say that you can work with traditional media in a similar way, you are not far from the truth. On the other hand, the podcast is still the only format allowing Spotify to pay paying users , as the classic audio spots won't play, but podcast ads do. Plus, you can still be among the first to take advantage of podcasting.
Planned digital audio campaigns
Moving listeners to the digital space is not only related to the emergence and growth of podcasts. Moving away from classical audio content reception has raised questions about whether changing audience behaviors will bring better opportunities to target and streamline audio advertising.
The answer to these questions is Xaxis Audio from GroupM, which is the only platform in Slovakia to target audio spots in digital broadcasting of Slovak partner radios, streaming platforms such as Spotify and Deezer, and of course in podcasts.
Read the rest of the article on Stratégie
Note: This article was originally published in the Coffee Break by Wavemaker Newsletter by Wavemaker Slovakia.
