ADOPTER Media, A Podcast Advertising Agency’s Post

We must realize—and act on the realization—that if we try to focus on everything, we focus on nothing" - John Doer, Measure What Matters. Podcast advertising works. But it has challenges. It's both offline and digital, or as I've put it "stupidly smart and smartly stupid." I've spent a lot of time trying to simplify who brands can approach measurement to start scaling. From coupon codes to pixels, UTMs to post-purchase surveys, we're decoding the complexities of tracking podcast ad campaigns at ADOPTER Media, A Podcast Advertising Agency. Dive into the unique landscape of podcast attribution as I cover the entire landscape in my piece for Fairing's Attribution Academy (FAA). Link in comments!

Not sure which ad format(s) to select for your next podcast ad campaign? Use this cheat sheet so you can: → Align ad formats with campaign goals → Take a data-driven approach to your show selection process → Avoid blowing budget on suboptimal formats relative to avails Recommendations for Advertisers 1️⃣ Brand Awareness Campaigns: Focus on audio ads to introduce new brands to a wide audience due to their high reach and frequency. 2️⃣ Brand Favorability: Invest in branded episodes and host-read ads to enhance brand perception and create a favorable brand image. 3️⃣ Driving Purchases: Utilize branded episodes and sponsored stories to encourage listeners to make purchases, leveraging their narrative strengths. Anecdotally, I've heard from multiple podcast advertisers recently that have shifted budget from pure audio ads to branded segments/episodes/sponsored stories. And they've realized outsized returns. Something to think about! Anything about this data surprise you? Oh btw you can use Podchaser Pro to plan your next buys. #podcasts #mediabuying #advertising

This week on The Podcast Advertising Playbook, we’re exploring the evolving world of brand safety in podcasting with Valerie Reimer, VP of Ad Tech & Product Partnerships at Acast. In this insightful conversation, we break down the unique challenges and opportunities podcasting presents compared to other media like digital ads and social media. From audience trust to navigating the complexities of kids' content and legal guidelines, we dive deep into the key factors shaping brand safety today. 🔑 Key takeaways: - Why brand safety in podcasting requires more control over tone and trust than digital ads or social media. - How brand safety isn’t just about avoiding controversy, but also about relevance, tone, and building trust with your audience. - The legal and ethical considerations brands must follow, especially when advertising in kids' podcasts. - As podcast advertising continues to grow, understanding how to balance safety, relevance, and audience connection will be critical for brands looking to make a meaningful impact. 🎧 Tune in to hear all the insights: https://lnkd.in/eNAUetTV

The moment advertising clicked for me as a freshman, I discovered two things: 1. My future career path 2. How few of my peers even knew this world existed While I found my direction early, I watched classmates grapple with basic questions about the industry: "What exactly does a strategist do?" "How do you break into experiential advertising?" "What makes a great media planner?" These questions sparked "The Ad Lab Podcast," my senior thesis at Marist College. Over seven episodes, I interviewed the experts shaping the advertising industry – Justine Feron, Dylan B., Yin Woon Rani Maureen Maldari, Melissa Conlon, Louis Roloff, and Emma LeMay. These industry vets are smart, funny, and kind, and I feel incredibly grateful to them for sharing their insights and time with me. (And thanks to Joanna D'Avanzo D’Avanzo - your love of advertising is infectious and I feel so lucky to learn from you). If you're curious about breaking into this industry but don't know where to start, I hope that ‘The Ad Lab’ serves as an insider’s guide to advertising. All 7 episodes are available on Spotify now! https://lnkd.in/exnHMdMu

What if I told you there's an advertising channel that captivates passionate niche audiences, yet it's often overlooked by brands? 🤔 Podcast ads in 2024 hold tremendous untapped potential when executed well. But beware, poorly crafted ads can instantly alienate listeners. 🙉 In my latest blog post, I detail the key strategies to master podcast advertising: - Uncover the #1 ad format for seamless integration. - Select niche podcasts that resonate with your brand. - Track ad performance to optimize your approach over time. - Gain additional insights to enhance your podcast ad strategy. I'm thrilled to help brands harness the power of podcast ads to connect with ideal audiences. 🎙️ There's no better time than 2024 to explore this channel. Step beyond traditional digital channels and pioneer the future of podcast advertising! For an in-depth guide, visit: [Blog URL] Share your podcast ad challenges! I'm keen on sparking engaging discussions. ⤵️ This revised text is now within the specified character range while maintaining the original language and details. More at: https://lnkd.in/gMUkEY5F

In our latest podcast episode, we had the pleasure of speaking with Adam Morgan, marketing pioneer and author of eatbigfish and The Pirate Inside. Adam shared insights from his research with System1 and Peter Field, revealing the financial impact of dull, uninspired advertising. The takeaway: dull ads cost brands millions more in media spend to achieve the same effect as creative, engaging campaigns. The study revealed that in the US alone, the cost of uninspired ads is a staggering $189 billion annually. So what makes ads dull? Adam identifies four culprits: ☑ Over-reliance on performance marketing (gut punch! 🤒) ☑ Over-optimization ☑ Averaging ☑ Procurement treating creativity like a commodity There is a lot to unpack, so if you are interested I would encourage you to listen to our recent episode (links in the comment section)! Links to the study and supporting material: The Cost of Dull with Peter Field: https://lnkd.in/g5r9vQ_X Let's Make Your Brand More Interesting: https://lnkd.in/g8435DMq The £10m cost of dull advertising | WARC: https://lnkd.in/g4B4czJv #marketing #creativity #podcast #advertising #strategy

Podcast advertising in the U.S. is evolving, with marketers increasingly channeling ad dollars into this under-advertised medium, despite a slowdown in growth last year according to IAB and PwC. Ad spending on podcasts rose by only 5% in 2023, trailing the overall digital advertising growth of 7.3%, amid broader market challenges. With predictions of a brighter future, podcast ad spending is expected to exceed $2 billion this year, marking a return to double-digit growth. Do you think podcasts will continue to attract significant marketing dollars, or is the market saturation leading to diminishing returns?

🐮 '30 seconds of a cow chewing grass outperforms 50% of the ads in their database.' 😐 '52% of B2C ads & 60% of B2B ads leave people feeling nothing at all.' 😴 'A dull campaign would have to buy 7 points more in excess SOV than an interesting and engaging campaign to achieve the same kind of commercial growth.' These are some learnings from Adam Morgan of eatbigfish on the latest Nine podcast I listened to this morning. Those stats above are in relation to one of advertising's most 'high attention' channels, TV. Imagine what those stats would look like for THE highest attention channel, Podcasts. I'd argue 80-90% of ads I hear leave me feeling nothing at all, and if I didn't need to listen to them, I'd skip through to the show straight past the ads next in line. Ads that are an afterthought from a TV campaign or shouty radio ads chucked into the podcast medium aren't good enough, and you're guaranteed wasted media spend.  Liana Dubois also raised the point that dull ads appearing within Nine content will have a detrimental effect on delivering audiences, as people will tune out and may not even come back. It's crazy how so many brands put out such shocking audio creatives and it has a negative impact on everyone involved. Every now and then though, you get a creative & engaging ad on the right podcast that chimes, and it leaves you with a warm feeling towards the brand that went the extra mile to put it there. This is what everyone working in podcasting needs to push harder for and we'll see bigger investment in the channel as a result. 

Does it matter where in an episode a listener hears your ad? In the dynamic world of podcast advertising, ad placement is a critical factor that can significantly impact your campaign's success. While the quality of your ad content is undoubtedly important, where you place your ads within an episode can make all the difference. The recently released Podscribe Benchmark Report for Q1 2024 provides data to support this claim. With results from more than 39K campaigns, the report states: “Earlier ad groups are more effective at driving site visitors and conversions” You can't always control where you're placed, but you can control the shows you buy--consider spending more time looking at ad load and ad placement of previous episodes on a show you're considering buying. Adam McNeil shared some excellent insights and support for the report’s findings. Below is a data snap highlighting a podcast that shifted all of its ads to the first 50% of the episode. As a result, the performance for advertisers improved significantly! We would love to read your takeaways too! #podcastadvertising 

On an all new Snarketing Podcast, we went big with Anna Bager, CEO & President of the OAAA, to talk all things out-of-home advertising—and much more! From AI-powered dog adoption ads to location-based marketing, we even explore the potential of advertising in outer space (OOE?) 🌌. And of course, I couldn’t leave out urinal ads (see below). Genius or total disaster? 😂 No matter where you sit in this space -- an OOH expert like Valerie Vespa, a billboard enthusiast like me, or you just love some snark, this episode is great for ALL marketers! 🎧 Full episode: 𝐒𝐩𝐨𝐭𝐢𝐟𝐲: https://lnkd.in/eUmZSHQY 𝐘𝐨𝐮𝐓𝐮𝐛𝐞: https://lnkd.in/e9BpeDA4 -- Learn more about our partners at Leadfeeder and try out their extended free trial to the platform just for being a Snarketing listener! https://lnkd.in/evUzRmtu