Podcasting’s Long Tail Pays Off for Advertisers Again and Again

Podcasting’s long tail pays off for advertisers over time, according to panelists at the Interactive Advertising Bureau’s Digital Audio Agency Day held earlier this month at WNYC’s Greene Space in Manhattan. Patty Newmark, President and CEO of Newmark Advertising, observed that her clients who buy podcasts ads “see results that get a higher percentage of listeners to respond than we’ve ever seen in radio.” In part it’s because listeners “can archive it (a podcast) and…

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Podcast Ads: Best Practices for Your Live Host Reads

Last time I made an important point about podcast ads: live host reads work best. In this post I outline some of the best practices to make this happen. The short version is simple: Integrate the ad into the show as tightly as possible. Here’s how. Record the ad during the recording of the podcast itself. Don’t just record in the same recording session or on the same day, but as you record the podcast.…

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The Midroll Is One Year Old!

Yes, The Midroll celebrated its first birthday on Friday! Kicking off with the Earwolf shows, The Midroll now represents over a hundred great podcasts, matching them with great advertisers. I started working for The Midroll last week. I’m particularly excited to join at this moment because of the great work the company has been able to achieve in the last year. I first learned about The Mid Roll last year by listening to The Wolf…

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Podcast Ads: The Host Makes Them Work

We want podcast ads to work. Podcasters want podcast ads to work. And the advertisers themselves definitely want the ads to work. The good news is, we know that podcast ads can work. The first thing that podcast advertisers have learned, again and again, is that live host reads work best. The “host” part of that phrase is easy: The people who host a podcast should be the ones lending their voice to the ad.…

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Case Study: Podcasts Create Sales Opportunities for Igloo Software

We’re fortunate to work with Igloo Software, a company that offers an intranet that you (and your coworkers, and your boss, and everyone else at your job) will actually like. Igloo got involved with podcast advertising early, and they’ve seen tremendous success with the medium. Here’s a quote from Marko Savic, Igloo Software’s Creative Director: “Out of all of Igloo Software’s opportunities last year, 7% came from podcast sponsorships. But the remarkable thing is that…

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