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Podcasts: The Next Big Marketing Channel (You heard it here first)

If video killed the radio star, will podcasts be the death of traditional TV? Podcasts are the future of audio advertising, as brands are moving away from classic radio to tap into this profitable world. Get the secrets behind this audio revolution as we share the basics of podcast advertising and tactics to make this channel a performance-oriented one. These slides were presented at MAU 2019: https://mau.grow.co
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  • 1. Podcasts: The Next Big Marketing Channel (You Heard It Here First) Gessica Bicego @minigloo
  • 2. #MAUVEGAS 💻 Computer Science 📊 9 years of experience in marketing 🍕 From Italy with Love 🍺 Living in Berlin 🦉 See you on Twitter @minigloo 🎙 Mobile Growth Nightmares GESSICA BICEGO DIRECTOR OF PERFORMANCE MARKETING BLINKIST # M A U 2 0 1 9
  • 3. THE AUDIO EVOLUTION
  • 4. #MAUVEGAS Radio was invented in 1892 by Tesla In 1995 Audible created its first digital audio player Podcast are invented in 2000 via RSS feed The term podcast appears in 2004 for the first time Startups focus on audio first (Blinkist, Aaptiv, Headspace) THE AUDIO EVOLUTION # M A U 2 0 1 9 Source:https://youtu.be/C8K2VFLQatc
  • 5. #MAUVEGAS WHAT IS BLINKIST Blinkist transforms the key insights from the best nonfiction books into a format that you can read or listen to in just 15 minutes # M A U 2 0 1 9
  • 6. THE PODCAST REVOLUTION
  • 7. #MAUVEGAS Podcast listeners are growing YoY. 144M listeners (51%) 90M monthly listeners 62M weekly listeners 90M MONTHLY LISTENERS IN US 0 10 20 30 40 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 % listened to a podcast last month # M A U 2 0 1 9 Source: https://www.edisonresearch.com/infinite-dial-2019/
  • 8. #MAUVEGAS 39% of listeners between 18–34 35% of listeners between 35–54 56% are male 45% have household income > $75K 27% have a 4-year-college degree PODCAST LISTENERS PROFILE # M A U 2 0 1 9 Source: https://www.podcastinsights.com/podcast-statistics/
  • 9. #MAUVEGAS PODCAST LISTENERS BEHAVIOR 80% listen to all or most of the episode Average 7 shows per week 49% listen at home, 22% in the car Podcast listeners are extremely active on social media # M A U 2 0 1 9
  • 10. #MAUVEGAS SMARTPHONES DRIVE PODCAST USAGE The graph shows the increase in listeners using mobile device. 65% of monthly US listeners use a portable device. # M A U 2 0 1 9 Source: https://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2018-reports/marketeres-guide-to- podcasting-march-2018.pdf
  • 11. SO WHAT?
  • 12. #MAUVEGAS OUR PODCAST EXPERIENCE # M A U 2 0 1 9 We started testing in 2017 We tested 280 shows We burned a lot of money We have found a new scalable channel
  • 13. #MAUVEGAS WHAT DO YOU NEED # M A U 2 0 1 9 Media Buying Ad Options Shows selection Podcast Creatives Tracking and Attribution Scale
  • 14. MEDIA BUYING
  • 15. #MAUVEGAS HOW TO BUY INVENTORY # M A U 2 0 1 9 PODCAST AGENCIES NETWORKS MARKETPLACE DIRECT An agency that manage everything related to podcast advertising, from media buying to host connection Oxford Road They act as publishers and own the content. Gimlet, NPR A platform that offers available shows from different publishers. Advertisecast Direct contact with the host, especially for smaller podcasts. DACH
  • 16. AD OPTIONS
  • 17. #MAUVEGAS WHAT IS THE RIGHT OPTION FOR YOU? # M A U 2 0 1 9 DYNAMIC INSERTION LIVE READ Served via an ad server and inserted within content on demand. Dynamic served with specific targeting It’s part of the content forever. Native integration Source: https://medium.com/cabana/di-versus-baked-in-podcast-ads-aeb759e1d0d1
  • 18. #MAUVEGAS WHAT IS THE RIGHT OPTION FOR YOU? # M A U 2 0 1 9 Live Read VS Dynamic 15 secs, 30 secs, 60 secs Pre roll, Middroll, Postroll or Outro
  • 19. SHOWS SELECTION
  • 20. #MAUVEGAS HOW TO SELECT THE RIGHT SHOWS # M A U 2 0 1 9 Check CPM and define downloads ( from $20 to $100) Starts from your customers (what do they listen to) Explore Verticals and Sizes
  • 21. PODCAST CREATIVES
  • 22. #MAUVEGAS THE CREATIVE WILL IMPACT ROI # M A U 2 0 1 9 This is a human channel, the creative needs to be personal, natural Give a clear use case Use a CTA Use a personalized creative for each show Monitor each creatives (there are tools)
  • 23. #MAUVEGAS MAKE IT PERSONAL # M A U 2 0 1 9
  • 24. TRACKING & ATTRIBUTION
  • 25. #MAUVEGAS HOW TO CALCULATE EFFICIENCY # M A U 2 0 1 9 Organic Uplift HDYHAU Vouchers Vanity URL
  • 26. #MAUVEGAS OUR SOLUTION # M A U 2 0 1 9
  • 27. #MAUVEGAS OUR SOLUTION # M A U 2 0 1 9 1. Use Landing Pages to track direct signups 2. 48 hours re-attribution for visitors of the page 3. Multipliers calculation based on HDYHAU
  • 28. SCALE PODCAST ADS
  • 29. #MAUVEGAS SOME SUGGESTIONS FROM THE FUTURE # M A U 2 0 1 9 Steady scale MoM, don’t go crazy Consider the high time investment in the channel Connect with the hosts Give enough time before evaluating Consider the long terms effect
  • 30. THANK YOU! QUESTIONS?
  • 31. 920 Broadway, 7th Floor, New York, NY, 10010
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