Whitepaper Wrap-up: The Four Superpowers of Podcast Advertising

It’s no secret that all of us at Ad Results Media are fully sold on the ability of podcast advertising to drive meaningful and incremental business results for brands and businesses of virtually every category.?We admit it, we drank the Kool-Aid and didn’t look back.?Which is why we recently published a Free Downloadable Whitepaper that breaks down, in detail, “The Four Superpowers of Podcast Advertising” as a way to help spread the word.

?The universe of podcasters may not have a secret high-tech hideout, save the universe regularly or break box office records every summer – but they are certainly a diverse cast of characters that bring value to advertisers through the power of their personalities and storytelling.?And they do it all without even having a Hulk.

The Four Superpowers of Podcast Advertising:

1. Scaling Faster Than Speeding Bullet
2. Positivity More Powerful than a Locomotive
3. Beloved by All Mankind
4. Superhuman Creativity

Scaling Faster Than a Speeding Bullet:

When we say “Scaling faster than a speeding bullet”, we are talking about the astounding rate of podcast growth and the availability of new inventory.?Gone are the days of marketers being apprehensive about achieving meaningful scale and audience penetration with podcast advertising.?

The podcast user base has more than doubled in the last four years and ad spend is predicted to reach $1.6B in 2022 .?

The flood gates are wide open for advertisers and many are augmenting their paid social and influencer marketing efforts with podcast advertising because of the comparative scale.?The monthly listeners of podcasts are currently on par with both TikTok and Instagram and the long-form storytelling capabilities of podcasts are one of the reasons that podcasters make highly effective influencers.

Positivity More Powerful than a Locomotive

But scale is not the only benefit you get with podcast advertising, it also provides an incredibly positive environment.?In a digital and social environment rife with conflict and mis- and disinformation, podcast listening provides an excellent respite from Russian bots and polarized political discourse.

This is great news for marketers concerned with maintaining Brand Safety standards.?Podcast advertising really offers the best of both worlds – hands-on control of ad creative and placement with superior performance and ROI.? In fact, Ad Results Media established a proprietary ad grading approach to not only serve media in a brand-safe way but also rate its overall quality with quantitative scores.

Beloved by All Mankind

?The third superpower, being “Beloved by all Mankind” is one that is truly unique to podcasts.?People actually really appreciate and welcome the ads!?Let me say that again, people who listen to podcasts look forward to the ads and it is not even the Super Bowl.?

?According to the Infinite Dial study, 64% of podcast listeners appreciate advertisers for supporting their favorite podcasts and 49% of podcast listeners believe that podcast advertising is the best way to reach them.

Superhuman Creativity

?The fourth and final superpower really speaks to a brand’s ability to fully realize their “Superhuman Creativity ” and put it on full display through their podcast ads.?While many previously thought the creative canvas for podcast ad creation was limited and boring, there is great variety available with ad formats as well as diversity of talent.?So much so that only 12% of podcast listeners say that they always skip ads – the vast majority of listeners tune-in for the full spot.

?That was a quick sneak peek of our whitepaper, The Four Superpowers of Podcast Advertising. ?Just make sure to download the whitepaper to get the full story in all of its “super” detail.