Podcast Advertising: Is Programmatic the Next Big Thing?

Entrepeneur 19 May 2020 02:45
Podcast Advertising: Is Programmatic the Next Big Thing?
Image credit: Nicola Katie | Getty Imaged

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With at least 150 million monthly listeners in the U.S. alone, it's no surprise that everyone from global brands to small businesses are turning to podcasts as their next key advertising investment.

After all, podcast ads are, for the most part, native — and native advertising can quickly turn an inbound trickle into a whole stream of new business. Indeed, podcast advertisements are seamlessly integrated into the natural flow of a show. Combine that with extremely engaged listeners and a personal touch added by the host, and voilà! You've got an excellent recipe for a highly effective advertising campaign on your hands. 

So, what could be better?

Say hello to programmatic podcast advertising

When compared to a run-of-the-mill native podcast ad, the programmatic approach has a few distinct advantages right off the bat. It gives you a refined degree of control over your campaign. From geo-targeting to in-depth demographics to the device type and context, you can turn every proverbial dial to stack the odds of success in your favor. Though native advertising boasts authenticity, going the programmatic route allows you to ensure the relevance of your advertising. This helps you lay down the foundation for a successful campaign.

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