The number of podcast listeners continues to rise. In 2023, just under 33% of Germans listened to podcasts from time to time; by 2024, this figure had risen to 43% who use the audio medium to relax, catch up on information or pass the time doing housework.
Regardless of the reasons for tuning in, the fact is that podcasts are becoming increasingly popular as an entertainment medium and the inclusion of podcasts in the media mix of companies and institutions is also growing rapidly.
In the following, we break down the opportunities that podcast advertising can offer you and your company:
It's not just consumers who enjoy podcasts, marketers are also increasingly turning to podcasts as an advertising channel and incorporating them into their marketing mix. Especially with regard to the specific target groups in B2B marketing, the inclusion of this advertising option is attractive in order to get in touch with potential customers and business partners in an authentic and less intrusive way. With podcasts, you can reach an audience that is often specifically looking for information or entertainment. Podcasts with a narrow and specific topic area are particularly noteworthy here, making reaching your desired target group almost child's play.
As listeners often actively access the medium and consume longer episodes, this allows for intensive engagement with the content - and the advertised brands. This demonstrates another strength of podcasts in B2B marketing: the ability to reach your desired target group in a contextual environment that is of interest. In addition, various analyses and studies have repeatedly shown that advertising in the podcast medium is perceived as hardly or not at all disruptive and particularly authentic and trustworthy.
For example, the 2024 podcast survey conducted by the market research company Appino in collaboration with Podstars shows that 78% of listeners trust the opinions of podcast hosts. 80% of respondents stated that they find host read ads interesting.
Overall, it can be said that podcast advertising currently appeals to your own target group in an authentic and trustworthy way, especially when it is played out by podcast hosts. But what exactly are host reads? Let's delve into the world of different forms of advertising for podcasts ...
Not all podcast advertising is the same - the possibilities are many and varied. Don't just think of classic radio adverts here. Let's take a closer look at the different forms of advertising that allow you to get in touch with your target group:
A key strength of podcast advertising lies in the relationship of trust between listener and host. Trust is a key factor, especially in the B2B context, where companies often want to build and maintain long-term business relationships. Listeners often have a high level of trust in the podcast host and the medium itself, as they see the format as a valuable source of information.
With the personal touch of host-read ads or sponsorship, you can build on this trust and place your message in an authentic way. Listening to a podcast is an active decision for many users and is followed with a high level of attention. This gives you the opportunity to present your expertise and values and position yourself as a trustworthy partner.
But which podcast advert is the right one for you and your company? As is so often the case, this decision depends on various factors. You should take a close look at the following aspects to identify which form of advertising you should use in podcasts:
Of course you need to know who you want to reach. In the best case scenario, you have already defined this analysis in your brand strategy and your marketing mix. If not, you should definitely do so. If you know your target group, you should ask yourself what interests they have and which podcasts are of interest to them. Are there specific industry podcasts that suit you and your interest group? Once you have evaluated these podcasts, it is advisable to sponsor these podcasts specifically as advertising partners or to place host-read ads.
Each form of advertising has its own cost and time requirements. Simple dynamic insertions are often more cost-efficient and flexible, while host-read ads usually require higher fees but are more personalised and credible. So if you want to get off to a soft and cost-efficient start, it's worth trying out insertions.
Are you primarily interested in brand awareness or direct lead generation? If the aim is to build awareness and trust, a host-read ad or sponsorship is a good way to establish long-term contact with the target group. For targeted, short-term campaigns, you can increase reach with dynamic inserts.
Host read ads and sponsoring are particularly suitable if the focus is on building a trusting relationship with your target group. The personal touch created by the host can make all the difference, especially in the B2B sector. Dynamic insertions, on the other hand, are often more efficient for brands looking for quick results and building trust through complementary channels.
Are you thinking about making podcasts an integral part of your marketing mix? Then you should think about your own branded podcast. A branded podcast certainly requires a well-structured and clever strategy, but this form often pays off particularly well, as you will shine as an expert and increase the loyalty of your target group.
If you are generally unsure, it is best to test the various forms of advertising. Through short but well-planned test runs, you will quickly recognise which form works most effectively for you and your company. With the help of the KPIs generated in this test run, such as listener retention, click rate on landing pages or leads generated, you can quickly recognise successes and strengths.
Do you need help with your selection and don't know where to start? Together with you, your company and your target group, we take a look at how to integrate podcast advertising into your marketing - flexibly and promisingly.
As you can see: Podcast advertising offers versatile and effective opportunities to communicate with your target groups in a targeted and trustworthy way. From simple sponsoring and host-read ads to dynamic inserts and your own branded podcasts - podcast advertising is a valuable addition to the modern marketing mix and is ideal for conveying messages in an authentic and targeted manner.
Let's dive into the world of audio marketing together and get your brand into the ears of your target group. Because it goes in the ear ... and stays in the head. Get in touch with us with your project.
