Despite the maturity of podcast advertising, most firms remain on the fence about the reach and legitimacy of it as an advertising channel. Podcasting continues to grow in audience and programming. In fact, 21 percent of people 12 or older have listened to a podcast in the past month.
Proof of this reach and impact hit extremely close to home recently when my wife’s favorite podcast came to town for a live podcast recording.
The Dallas Museum of Art hosted a Late Night featuring a live podcast with Tracy V. Wilson and Holly Frey, co-hosts of the “Stuff You Missed in History Class” podcast. My wife has probably listened to the entirety of their 800-episode backlog and affectionately refers to Tracy and Holly as her “History Ladies.” That night, my wife’s History Ladies would be discussing Pierre de Coubertin and the founding of the modern Olympic games.
The live podcast was scheduled to start at 7:30 p.m. and was delayed two hours as a result of the airport being temporarily closed due to weather. Despite the two-hour delay, the auditorium was filled to capacity with devoted fans looking forward to seeing their favorite podcast personalities share their research and insight. The podcast was delivered in the hosts’ typical informative and humorous manner, and based on the audience’s response throughout, these co-hosts have earned the trust and respect of their listeners. “Stuff You Missed in History Class” releases two episodes a week, meaning this crowd spends at least an hour with the hosts every week. The full auditorium represented only a fraction of their total audience. That level of devotion and interest in their brand of storytelling translates into a strong brand-awareness-building tool for advertisers.
Growing brand awareness through podcast advertising has improved dramatically from previous years through demographic statistics and focused targeting. This information helps us better understand and effectively reach the right audience.
A select few HCM companies are already running successful brand-awareness campaigns through podcast advertising and are starting to experience the benefits. Currently, this is one of the few untapped channels within HCM advertising, which will only continue to grow in popularity and volume. Tap into it now to take advantage of a loyal audience without having to compete for share of voice.
If you’d like to learn more about podcast advertising, we can help! We are well equipped to handle any advertising need you might have. Get in touch with us today!