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3 Ways Podcast Advertising Can Help Your Small Business

From targeting and creative development to measurement, we offer the most advanced solutions to make your podcast campaign a success.

Acast Editorial Team
November 20, 2023

With Small Business Saturday coming up on November 25, consumers are being encouraged to celebrate and support small businesses by shopping small—especially in the noisy retail weekend of Black Friday and Cyber Monday.

Small businesses can take advantage of this initiative by adding podcast advertising to their marketing mix, allowing them to connect with their target audience in a highly engaging and meaningful way. Whether you're a startup or an established SMB, expanding your media mix during these holiday shopping moments can drive results.

In this article, we'll explore three compelling reasons why podcast advertising is a game-changer for small businesses.

Connect with Your Ideal Audience

As podcast advertising has matured through technological advancement, advertisers of all sizes and niches can now reach their perfect audience. Thanks to dynamic ad insertion, podcast ads are delivered in a similar way to other digital ad channels, allowing advertisers to select their desired audience targeting so Acast can deliver your audio ads to the right people, at the right time.

Small businesses that use Acast’s self-serve ad platform have targeting options that include geolocation; which can be narrowed down to cities and postal codes—which is perfect for local businesses operating in specific areas. There’s also podcast category targeting where you can tap into the niche interests relevant to your brand, or if you know what shows you want to target, create custom show lists where your ad will run. Unlike traditional broadcast advertising channels, podcasts cover almost every topic under the sun, allowing you to connect with listeners who have a genuine interest in your products or services.

We also offer Nielsen audience segments where you can target hyper-specific groups of people such as fast-food consumers or credit card seekers.

Podcast ads work, where other ads don't

Think about when you’re most likely listening to podcasts. It’s a safe bet that it’s when you’re doing activities away from a screen, or with greater mental availability to concentrate on what you’re listening to—e.g. not reading, writing, or talking. That’s because podcast listening is a completely leaned-in experience, offering advertisers a unique opportunity to speak to engaged audiences where other advertising channels can’t.

And we’re not saying you need to drop advertising on other channels, in fact, we advise that podcast advertising is the perfect addition to your existing marketing mix. Sounds Profitable found that among the 25-54-year-old age group podcasting extends the reach of weekly radio listeners by 12% and 15% of television viewers. This is even greater among the 18-34 age group, where podcasting reaches a significant 18% of those who don’t listen to radio and 19% of those who don’t watch traditional broadcast TV. The younger generation is listening to on-demand content like podcasting while retreating from more traditional media.

Acast surveyed marketers and discovered that podcasts pair fantastically well with other forms of media by reaching young and engaged audiences.  In combination with most media, most marketers say that podcasts improve campaign effectiveness by 21-40%.  

Cost-Effective Influencer Marketing

There’s no arguing that influencer marketing can turn an unknown brand into a household name. However, social media influencer campaigns aren’t without their challenges: transparency, campaign management, and costs.

Podcast advertising unlocks new opportunities for influencer marketing through audio, specifically host-read sponsorships.

Host-read Sponsorships are longer, editorialized commercial messages delivered by the podcasters themselves. Brands and advertisers can work with podcast hosts ranging from household names to niche influencers, to deliver native, creative, and authentic audio advertising.

Through Acast’s self-serve platform, small businesses can easily browse and book host-read sponsorship campaigns and have unified campaign management through our AdCollab feature and IAB-compliant reporting.

Businesses of all sizes can work with big names such as Peter Crouch and Marc Maron, through to niche influencers within a chosen field of passion or expertise.

These audio partnerships offer the same, if not higher, engagement for budgets much lower compared to TV spots, and allow you to position your brand within exactly the right niche.

Let’s discuss how we can help you achieve your business objectives
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