An Arbitron estimate states that supposedly more than 27 million Americans have listened to a podcast. Podcasting gives the marketer a fabulous opportunity to get their message across in this extremely fragmented media landscape. However, there also lies also the risk of irritating the users and thus spoiling the campaign.
Gregory Galant gives some tips about how to launch a successful podcast advertising campaign:
Keep your message brief
Short ads radically decrease the incentive to fast-forward.
Vary your creative
Same creative over and over? Complete no no.
Don’t underestimate your audience
Mantra for all advertising campaign
Place your ads interstitially (don’t use pre- or post-roll)
Ads should be placed in between the content segments.
Don’t imitate broadcast radio
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