Sound of Money
On August 23, 2022, the first episode of Archetypes was released on Spotify. The then-new podcast was being hosted by the famous Duchess of Sussex, Meghan. It went on for a complete season before it was canned by Spotify this year for various reasons. But the headline here is, how the Duchess, who is a self-accomplished actor and influencer, chose the medium of podcast to reach out to her audience. Why podcast? Brands leverage podcasting platforms Sleepy Owl, a fast-growing multi-product coffee brand has done multiple podcast advertising to reach the right target audience. Arman Sood, Co-Founder, Sleepy Owl Coffee, says, “Podcasts allow consumers to relate with us personally. This helps them understand the brand ethos and message far better and helps in building a loyal customer base. As a brand we are on the shelves of supermarkets, so people can look at us, but through podcasts, people can now hear us. This has given brands like ours a chance to explain to consumers our brewing process and more. It’s relieving to see that the audience is equally inquisitive about the brand and the faces working behind it.” Growth of podcast platforms
Because podcasts are the trendy thing to do today. Not unlike radio, and yet very much different, this new-age phenomenon is taking the world by storm. As more consumers are getting hooked on to audio streaming devices, podcasts are slowly becoming an integral part of marketing. Call it a push due to the pandemic, or a shift in audio consumption styles of GenZs and millennials, the podcast industry is making heads turn. So much so that the Duchess of Sussex feels the need to create one of her own. And why not? You can plug in your headphones and continue to do household chores or other activities while listening to her, easy-peasy. According to experts, brands today are allocating around 3-5% of their advertising spending on podcasting platforms, which can see a rise of up to 10% in 2023.
Data collected by various podcasting platforms suggest that listeners aged 18-35 engage highly with podcasts. Be it an interview or listening to horror and thriller stories, brands are looping into branded content and ad placements. As per Super Listeners 2021 report by Edison Research, Podcast ads are the most recalled type of ads – with 86% of respondents saying that they remember an ad they had heard during a podcast. On the other hand, social media was found to have 80% and websites 79% recall.
Last year Spotify India added at least six new podcast titles to its already existing 150+ podcasts that are exclusively available on the platform. JioSaavn on the other hand launched YourCast for Indian podcasters, owing to the growing popularity of the medium. Also, Google’s YouTube added a dedicated Podcast Tab to its Channel Pages. Trends suggest that podcasts are only growing with each passing year, and brands are now warming up to this new phenomenon.
“For branded content, the data shared by Ideabrew Studio showed a completion rate of 60 per cent and higher in most cases. This is for content pieces that last about 15 minutes on average. Considering that a typical episode count for a branded show is somewhere between 5 to 8 episodes, we can conclude that this can lead to 50-80 minutes of great consumer involvement. This makes complete sense given the fact that people now prefer to listen to a five-minute audio, rather than reading a 5000-word blog post,” she adds.
Primarily, brands are advertising on podcasting platforms with the primary motive of brand recall, while the secondary motive is to organically reach the audience via branded content. But of course, brands are bound to show up on platforms that have high engagement.
He agrees that podcasts are gradually becoming a popular tool in the marketing mix of brands. “Podcasts give opportunities for instilling brand recall among consumers. They are an effective way to connect with aspiring entrepreneurs, providing them mentorship so that they can initiate, run, and grow their start-up,” he says.
Podcast shows offer a wide range of possibilities for brands to communicate the message. With the sexual wellness industry leveraging these platforms to make a personal connection with the listeners, Vishal Vyas, AVP Marketing, Skore from the House of TTK Healthcare says, “For Skore, we have invested in audio channels as a medium. There are a lot of opportunities, and great ideas in the pipeline for the audio/podcasting space that we would be foraying into. We are extremely bullish about this space, and excited about a few things that we have up our sleeves.”
Mustufa Arsiwalla, Head of Marketing, Bel Groupe, which has cheese products like The Laughing Cow, Boursin, and Baybel, explains how podcasting is a better option for brands to drive engagement with consumers. Arsiwalla believes that the effectiveness of a medium lies in its ability to segment addressable audiences (consumers and shoppers) to achieve brand objectives. According to him, “Podcasting platforms and apps provide reach to the right audience and represent a bright option for brands to increase their visibility and drive upper-funnel engagement. It is also important to measure the campaign performance beyond standard metrics like reach. Many podcast platforms offer measurements to check the impact of connecting with audiences with the help of metrics such as awareness, message association, and purchase intent.”
An innovative approach to reach the masses
With technical advancements, the podcast industry is today growing at a persistent speed. Programmatic ads and mobile engagement ads with Dolby Atmos Sound for immersive experience are providing brands with multiple options to reach the right target audience. Brands in FMCG, Fintech, food delivery apps, etc., are innovating their approach on audio platforms to reach the right target audience today, and it is only going to get better from here.
Pocket FM currently has a freemium model that allows free consumption of one hour of content daily. Post that they are using micropayments to monetize their platform wherein one can pay a nominal sum for episodes listened to per day. Currently, 10% of their revenue comes from advertising, which they are hoping to scale to 20% in the next few months. Pocket FM has advertisers such as Netflix, Prime Video, PayTM, and Airtel, apart from digital tech platforms, and FMCG brands, among others.
Describing how brands can target consumers based on their demographics, Vanda Ferrao, Chief Marketing Officer, WOW Skin Science, says, “Podcasts have a loyal fan base that is highly attentive and actively listening. This allows businesses to target their ideal customers, those with a certain interest in their niche, creating a successful marketing formula. Businesses can opt to sponsor podcasts in a category that fits with the brand, and target certain demographics with their commercials.”
Anushka Iyer, Founder and CEO, Wiggles agrees that long-form content gives enhanced brand experience to listeners. Iyer says, “Podcasts allow brands to focus on what experience you are providing to customers, what is the problem that they are solving, and what is the value that is being added to the customer. These are the factors that help immensely with engaging consumers with your podcast and in turn increase brand recall. With podcasts, it’s easier to convey the brand’s core ethos and purpose and even share innovations that we do by bringing category-creating products.”
Merchant also states that Arré Voice will be monetised through creator-led transactions (tipping, gifting, subscription, NFTs), social commerce, and other evolving monetisation models that are thrown open by the creator economy.
She says, “Content collaboration can be a further extension of this, wherein brands could get multiple podcast hosts to collaborate in order to deliver a single piece of content, leveraging their combined audiences. This could be ideal for integrated sectors like edutainment, wherein education and an entertainment podcast could have a crossover episode to best deliver the brand proposition.”
He further says, “Healthy opportunities for monetisation are present, and we expect these changes to diversify in the future as well. With the competition getting challenging, impactful collaborations will play a key role in improving chances of success.”
As long as there are people who like to plug in their headphones and walk around listening to true crime and horror stories, brands will always have a place to showcase their products. The interesting thing would be to see the innovations that marketers and advertisers will eventually bring to this market.
Tags : #media #e4m #Impact #coverstory #Spotify #advertisingindustry #Podcast #IndianPodcasts #podcastindustry #Headfone #PocketFM #podcastadvertising