Listen up – 6 reasons you should reach the 3.5million podcast listeners in Australia
Audio, Digital, Trends
Steve Jobs undeniably knew media. In 2005 he claimed that “podcasting is the next generation of radio” and at the time he was quoted, users could subscribe to “more than 3,000 free podcasts, and have each new episode automatically delivered over the Internet to their computer and iPod.”
Of course, that was just the beginning of podcasting and little did he know that by February 2018, 13 years later, there would be 28 million podcast episodes available worldwide with streaming completely accessible by smartphones. We’ve come a long way since the days of listening to everything on iPods.
In 2018, NOVA Entertainment and Acast released the Podcasting Intelligence Report which looked into podcast use in Australia. It surveyed 1,300 people about their listening habits and found that podcasting is now the fastest-growing on-demand audio platform reaching 3.5 million Australians aged 16-64.
Podcast influence is already substantial and it continues to grow: if you’re reading this, we can bet you’ve listened to at least one podcast. True crime shows like The Guardian’s The Teacher’s Pet, This American Life’s Serial and ABC’s Trace have arguably played a huge role in the re-investigation of cold case murders, even going so far as to get those that have been prosecuted a retrial based on findings.
Obviously we’re not looking to solve crimes, but it does show how much of an impact this kind of digital media can have on an audience. So, how much of an influence does podcast advertising have on its listeners? We’ve put together six reasons why you should be including podcasts into your marketing mix:
1. Reach the unreachable
Does your audience want to skip the ads in a podcast? Well, it’s probably going to cost them.
Ad avoidance in podcasts is generally low as it can cost 2.9 times the amount to pay for a premium streaming service – and listeners simply aren’t willing to pay for it. The Report found that only 1 in 4 podcast listeners are willing to pay for an ad-blocking service. This means that advertising in podcasts can reach those people who generally get up and make a cup of tea during ad breaks or wait the 4 seconds to skip the entire ad on YouTube
2. You can listen to podcasts literally anywhere whilst doing anything
You don’t need to have eyes focused on a screen or a page to listen to a podcast: so you name it and it is probably a podcasting activity. Commuting, housework, cooking, knitting, people watching, exercise and even just relaxing in the bath can all be done with a pair of headphones in and your customer’s full attention.
People love podcasts because of their immediate accessibility. This means that brands can reach their customers during any activity at any time of the day (except hopefully when they’re fast asleep).
3. Podcasting is individual
How often do you get to speak to your customer directly and know they’re actually listening?
Radio gets close to customers but podcasting gets even closer. 60% of podcasting is considered “individual”. This refers to people listening through headphones or earphones. Podcast consumption is also individual as it often occurs without listening alongside fellow “fans” so it is without interruption. This provides brands with a personal and intimate opportunity to communicate with listeners one on one.
4. Listeners trust podcast hosts
Podcast listeners have been shown to be active listeners: they genuinely absorb and take action with the stuff they hear. This means that ensuring your brand message is relevant to the content is key. The statistics show this: podcast listeners are 2.5 times more likely to listen to host read advertisements than dynamic advertisements. They are also 2 times more likely to trust the ad message and 1.8 times more likely to remember the brand or message if delivered by the podcast host. The adverts sound more genuine and organic when read by the host than inserting a third party advert in the middle of the programme.
5. Target a specific audience
Girls run the world (or at least the world of True Crime Podcasts). Emily Webb from the Australia True Crime podcast has asserted that approximately 85% of their listeners are women, which is a fantastic opportunity to target 50% of the market.
Podcast listeners actively seek content that is specific to their interests. This means that reaching a specific audience based on hobbies, gender, age has never been easier with podcast advertising. For example, if you’re a food brand, there are millions of foodie podcasts out there which will tap into that audience.
6. Appeal to the listeners
Not everyone absorbs knowledge in the same way. For so long the emphasis on visual content meant that it only appealed to the readers of the world. Now, with podcast advertising, brands can easily reach the 78 million podcast listeners around the world.
With podcast consumption continuing to grow, it’s no longer a question of whether you should add podcast advertising to your marketing mix – instead, look towards it as a staple for your brand messaging.
01. Who the hell is Hamish?
Still reeling from the drama from the Dirty John podcast and looking for more a little more romance, mystery and a whole lot of bullsh*t from a conman? Then this one is for you.
Why we love it?
The Township is resident to many True Crime fans so following the success of The Australian’s The Teacher’s Pet, it was only natural for us to give it a listen.
02. MammaMia Podcasts
Take our word for it, if it’s from MammaMia, it’s good. From Lady Startup to The Quicky and No Filter we love it.
Why we love it?
Girl bosses getting sh*t done, beauty, wellbeing, current affairs and more. What more could you want?
03. Business Wars
Business Wars gets to the core of some of the biggest rivalries between world leading brands. Podcast host, David D. Brown tells the story of Coke vs Pepsi, McDonald’s vs Burger King, Nike vs Adidas and many more.
Why we love it?
What’s better than getting the dirt on two companies going head to head to be the world’s best.
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