Podcast Advertising is a Sound Investment
With the continued growth and popularity of podcasts, there are more opportunities than ever to get your message in front of an engaged audience of audiologists, speech-language pathologists, and CSD students. Learn how advertising on the ASHA Voices podcast can place your brand top of mind with thousands of ASHA members.
Hearing is Believing
The best part about podcast advertising is that most listeners don't mind the ads and appreciate honest recommendations from a trusted source. According to Edison Research, podcast consumers are 54% more likely to consider the brands they hear advertised on their favorite show.
Add to that, National Public Radio (NPR) report millennials listen to podcast episodes far more than any other demographic and prefer this new wave of advertising to more traditional channels. This age group is also tech-savvy and likely to act on digital ads.
In Demand
Why are podcasts so popular? For one, easy access. Many people listen to them on smartphones, so episodes can be enjoyed on morning commutes, midday walks, and evening jogs. Another reason is quantity. There are hundreds of thousands of shows with topics for nearly every interest. That wealth of content has turned 76 million Americans into podcast listeners, according to Statista, and that audience is projected to grow 81% by 2024.
Tune In and Turn Up the ROI
Ad-avoidance may plague many marketing channels, but not podcasts. In fact, 78% of 7,000 US consumers surveyed by Nielsen approve of podcast sponsorships. Why? Because the listeners make the connection that the advertising funds the content that they truly value.
Podcast listeners don’t simply approve of ads; many find them memorable and motivating. That’s according to Podcast Playbook, published by Interactive Advertising Bureau. Data in that report indicated 67% of listeners could recall products and brands featured in ads. Even better, 61% actually paid for a product or service they learned about on podcasts.
Does podcast advertising deliver a solid return on investment? The answer is yes if your business knows how to leverage the channel. You can reach audiology and speech-language pathology professionals, and CSD students with an effective campaign and an ASHA Voices podcast package. See how it works.
The Ins and Outs
ASHA Voices has three slots for ads — a pre-roll, mid-roll, and post-roll. A pre-roll ad is 15 seconds and greets listeners within the first two minutes of an episode. A mid-roll ad last 30 seconds and plays halfway through an episode. A 15-second post-roll ad plays just before the closing credits.
Our podcast host reads the ads, either during the flow of a show or a pre-recorded segment. The “Support for ASHA Voices comes from…” message clearly states the connection the advertiser has with the content of the podcast. This enables ads to seem like another segment instead of a paid endorsement. Your ad is never replaced or expires; it will continue to reach listeners through our archives. As an advertiser on ASHA Voices, you also receive the “supported by” advertiser mention in the ASHA Now e-newsletter and Leader Live blog post as a part of the podcast promotion. Plus, you will get a banner ad on ASHA.org promoting your podcast episode featuring your logo.
For more information to start your own ad campaign on ASHA Voices, please visit our website or contact an ASHA sales rep. For recruiting campaigns, reach out to Eli McLean at 202-296-8726 or emclean@asha.org. For product and service campaigns, reach out to Liz Barrett at 202-367-1231 or ebarrett@smithbucklin.com.