“While it’s still pretty early in ‘the game’ and brands are trying to determine their place in it all, we are already seeing programmatic ad options change the way advertisers target consumers. We’re being asked to deliver autonomous messaging specific to various regions or markets. That’s clearly where all of this is headed: the more targeted, the better the ROI,” said Dan Price, Oink Ink co-founder.
About 65 percent of podcast listeners say they’re more likely to consider purchasing products and services they hear about during a podcast, according to a survey by the Interactive Advertising Bureau in partnership with Edison Research. Further, an ad delivered by that podcast’s host increases the chances of the listener seeking out the service or product being pitched.
“Host-read ads on podcasts make perfect sense, which of course works against a creative provider like us; but it’s true. The format is so intimate and the audience so connected that there is built-in credibility. Having said that, however, it’s a brand new space. Once podcasts attract, for example, multiple advertisers — as opposed to a single sponsor, as we most often see now, brands will look for differentiation as they do now on traditional radio,” said Jim Price, Oink Ink co-founder and creative director.