Podcast advertising isn’t about getting your message in front of the most people; it’s about getting your message in front of the right people.
Yes, you can purchase advertising in other media for as low as a few dollars per thousand reached. But what percentage of that audience is the right fit for your product or service? Of that small percentage (or fraction thereof), how many are going to pay attention to your advertising amidst the noise and the clutter of every other advertiser looking for low-cost customer acquisition?
Podcast advertising offers you a huge opportunity to reach a highly engaged, targeted audience with advertising that communicates your message in an authentic and passionate way. No clutter, no noise—just your message presented in the context of the show’s content.
Think of a podcast audience as representing qualified leads. Based on the podcast subject matter or demographics, the majority of this audience is your target audience.
Yes, you might be spending more to reach each potential customer, but if you choose the right podcasts you’re reaching people with a much higher likelihood of becoming your customers.
Combine this with the authoritative delivery to that audience, and it’s easy to understand why podcast advertising offers an opportunity that’s much greater than those other, cheaper forms of advertising.