B2B Breakthrough: Why Podcast Advertising Is a Game-Changer for Business-to-Business Marketing
B2B Breakthrough: Why Podcast Advertising Is a Game-Changer for Business-to-Business Marketing
Unlike traditional advertising channels, podcasts offer a direct line to an audience that is not only attentive but also actively seeking knowledge and expertise. This makes podcasting an ideal platform for B2B advertisers looking to engage decision-makers in a meaningful way.
Podcast listeners represent a demographic that is generally more educated and higher-earning than average. Statistics consistently show that podcast consumers are more likely to hold advanced degrees and be in senior positions within their organizations. (Sources: GWI 2024)
Listeners turn their attention to podcasts, often to gain knowledge and seven out of 10 of podcast listeners believe that listening to podcasts increases their knowledge. 56% of podcast listeners think information in podcasts is easier to absorb compared to other media. Podcasts as a medium hold an average of 10.6 attentive seconds per impression, versus 6.5 seconds for the average media, making it an engaging medium. (Sources: Acast Nordics Big Fat Podcast Report 2023, Poddsverige 2022, Dentsu x Lumen Attention Economy 2023)
Also, 90% of B2B purchases are influenced by peer recommendations and we often trust our favourite podcasters as our peers. (Sources: B2B Customer Experience: Winning in the Moments that Matter, Acast Nordics Big Fat Podcast Report 2023)
Here are two cases as examples of how you can incorporate podcast advertising into your marketing mix:
“Let Your Brand Be The Expert” - Put your brand in the position as an expert on one of Acast’s popular science podcasts! Depending on your area, there are many things to talk about to create an entertaining episode. As a telecom company, that might be: what's after 5G and how fast can the internet really become? And is there a physical internet line connecting Europe with the US? Share valuable insights, discuss industry trends, and showcase a unique perspective — all while promoting your brand.
“Receipts And What They Say About Us” - In a Sponsored Stories segment - where a host-read sponsorship is also run across our network of shows, expanding its reach - we pair our hosts up with a financial expert from your brand to dissect their latest purchases and receipts. What's the story behind those 4:00 AM flight tickets? Or the £850 cab ride? And how come we make those impulsive purchases in the first place?
With listeners who are not only attentive but actively seeking knowledge, podcasts provide a unique opportunity to engage potential clients in a meaningful way. The medium’s ability to build strong credibility, combined with the power of peer recommendations, makes it an essential part of any modern B2B marketing strategy.
Ready to tap into the potential of podcast advertising for your brand? Reach out to sales@acast.com and discover how you can position your business as an industry leader through podcast sponsorships and targeted content.
B2B Breakthrough: Why Podcast Advertising Is a Game-Changer for Business-to-Business Marketing
Unlike traditional advertising channels, podcasts offer a direct line to an audience that is not only attentive but also actively seeking knowledge and expertise. This makes podcasting an ideal platform for B2B advertisers looking to engage decision-makers in a meaningful way.
Podcast listeners represent a demographic that is generally more educated and higher-earning than average. Statistics consistently show that podcast consumers are more likely to hold advanced degrees and be in senior positions within their organizations. (Sources: GWI 2024)
Listeners turn their attention to podcasts, often to gain knowledge and seven out of 10 of podcast listeners believe that listening to podcasts increases their knowledge. 56% of podcast listeners think information in podcasts is easier to absorb compared to other media. Podcasts as a medium hold an average of 10.6 attentive seconds per impression, versus 6.5 seconds for the average media, making it an engaging medium. (Sources: Acast Nordics Big Fat Podcast Report 2023, Poddsverige 2022, Dentsu x Lumen Attention Economy 2023)
Also, 90% of B2B purchases are influenced by peer recommendations and we often trust our favourite podcasters as our peers. (Sources: B2B Customer Experience: Winning in the Moments that Matter, Acast Nordics Big Fat Podcast Report 2023)
Here are two cases as examples of how you can incorporate podcast advertising into your marketing mix:
“Let Your Brand Be The Expert” - Put your brand in the position as an expert on one of Acast’s popular science podcasts! Depending on your area, there are many things to talk about to create an entertaining episode. As a telecom company, that might be: what's after 5G and how fast can the internet really become? And is there a physical internet line connecting Europe with the US? Share valuable insights, discuss industry trends, and showcase a unique perspective — all while promoting your brand.
“Receipts And What They Say About Us” - In a Sponsored Stories segment - where a host-read sponsorship is also run across our network of shows, expanding its reach - we pair our hosts up with a financial expert from your brand to dissect their latest purchases and receipts. What's the story behind those 4:00 AM flight tickets? Or the £850 cab ride? And how come we make those impulsive purchases in the first place?
With listeners who are not only attentive but actively seeking knowledge, podcasts provide a unique opportunity to engage potential clients in a meaningful way. The medium’s ability to build strong credibility, combined with the power of peer recommendations, makes it an essential part of any modern B2B marketing strategy.
Ready to tap into the potential of podcast advertising for your brand? Reach out to sales@acast.com and discover how you can position your business as an industry leader through podcast sponsorships and targeted content.
