ences about being resilient when facing
entrepreneurial adversity, and Maribeth
Kuzmeski, PhD, CSP, whose podcast is
focused on women who have left their
mark in the business world.
Audiences are always looking for
insightful conversations, around compelling topics, that helps them stay current, gives them a cutting edge in
business, and helps improve their skills.
In broadcast TV, there’s a saying, “news
you can use.” With podcasts, it’s the
same mentality. People are looking for
keen perspectives on specific topics in
the form of personal narratives, challenges faced, setbacks overcome, innovations pioneered, objectives met and
lessons learned. More important, they
are looking to do so on their own time.
Why not provide them with the content
they’re looking for? After all, content
is, and will always be, king.
Despite podcasting enjoying a surge
in popularity (and rightfully so), there
are plenty of wrinkles that need to be
ironed, and that are still giving marketers and advertisers pause. Like every
other industry in its infancy, there are
some challenges that everyone wants to
understand, mainly ad dollars and audience metrics. While television is monitored by Nielsen, and radio by
Arbitron, there’s no central monitoring
system for podcasts yet.
Marketers are investing billions of
ad dollars in radio ($18 billion) and tel-
evision ($67 billion); however, some
big named brands remain adamant
when investing in podcast ads. The
process is still clunky and slightly
untested, but it is keeping up with the
other mediums. Some advertisers are
unsure about investing their dollars on
podcasts because they lack user analyt-
ics and a proper quantifiable metric.
We saw the same hesitation back in the
1990’s when social media was born—
when spending ad dollars on a new
medium wasn’t seen as a smart invest-
ment. That changed, and I see the same
pattern repeating itself with podcasts.
Quantitative problems aside, those
who advertise on podcasts have seen
some level of success with nearly two-
thirds of podcast listeners having shown
purchase intent, according to a com-
Score study. Whether it’s product
research or visiting brand websites, more
are starting to invest in this medium.
Today, podcasting revenue remains
minuscule compared to the rest of the
entertainment and tech industries, but
there are exceptions. Ads in top pod-
casts can run anywhere from $50 to
$100 CPMs, which means the cost of
reaching a thousand people to down-
load the podcast. This is a pricey
endeavor, compared to what advertisers
would pay for You Tube ads—an aver-
age of $18.
As more outlets launch a podcasting
component, more dollars will continue
flowing into digital, providing strong
growth in mobile, video and social
spending. As marketers continue to
embrace mobile, it will help drive up
spending on video, search, display and
social, which could syphon dollars from
traditional media. BI Intelligence
reported that mobile will be the fastest
growing advertising channel and buoy
spending on each of the digital formats.
The numbers look good, embrace the
Those who advertise
on podcasts have seen
some level of success
with nearly two-thirds
of podcast listeners