Each week, I listen to approximately four to ten individual podcasts per week. If you’re not familiar with the term, a podcast is a mash up of the words “iPods” and “broadcast.”
In a previous post, I blogged about Podcasting Your Brand Message. Check it out. Go ahead, I’ll wait.
Basically, podcasts are highly specialized radio shows that people subscribe to on their computers. You can listen to podcasts on an iPod, burn it to a CD for the car, or just listen on the computer. Many podcasts are highly specialized, serving a niche audience. Check out the massive variety of shows at Podcast Alley.
And yet, I am amazed at how few podcasts include any advertising. Believe it or not, I want to hear ads for products that are relevant and important to me. I actually want to know more about…
New Technology Podcast
My favorite tech podcast is CNet’s Buzz Out Loud. Although the “podcast of indeterminate length” runs a little long, it is always interesting, always educational, and…always about new technology. The people who are listening to a one hour plus podcast about cutting-edge tech are probably receptive to…I dunno…an ad for a website that sells new technology at a great price.
The absolute best podcast on screenwriting is called “On the Page.” Each week, Pilar Alessandra offers smart, actionable advice to aspiring screenwriters. As a writer, I am also an avid reader, so I would like to know if an interesting new writing book becomes available. Yes, it would be very smart to advertise a the right book on a targeted podcast, especially if the show discusses topics relevant to writers.
These are just two examples of podcasts perfect for highly targeted advertising. It’s a lot like speciality magazine advertising.
That is, when I subscribe to Popular Photography magazine, I expect to see ads for photo equipment, services, and other cool photo stuff. I spend as much time drooling at the ads as I do on the reviews. Sometimes more.
Podcasts offer you an opportunity to connect your product with people who are passionate about the category.
With tough times ahead, advertisers want unique opportunities to connect with their customers. Many niche podcasts have a small staff, but a large, dedicated following.
This means a podcaster probably doesn’t have a sales force to come and woo your ad dollars. The Internet is reversing that model, and now you are going to have to find them.
The payoff could be huge for your brand. Instead of an apathetic audience, you could be tapping into passionate, motivated audience eager to buy your product or service.
In the meantime, I’ll just be listening to ad-free podcasts…and hearing nothing about your brand.