Podcasts are a fantastic resource that have boomed in popularity in the past few years. If you can think of it, there is probably a podcast on it! This not only means that there is some great content out there to be explored, but that there are plenty of opportunities when it comes to podcast advertising.
Though you might not want to launch your own podcast, that does not mean that you cannot capitalise on what they can offer. Let’s take a closer look at why affiliate managers should consider using podcast advertising in 2021!
A massive marketplace
There are so many types of podcasts out there. Of course, there are going to be some types of podcast where an affiliate advert will most definitely be out of place. You wouldn’t expect such an advert to appear on a true crime or parenting podcast, but there are plenty of others that you could try.
There are so many business and finance podcasts to check on, as well as ones that fit within your own niche. For example, iGaming affiliates will find plenty of sports betting and gaming podcasts that you could potentially advertise across.
In 2021, approximately 57% of US consumers had listened to a podcast. This is up 2% from last year, and has climbed steadily ever since. It is also thought that around 32% of Americans listen to podcasts on a monthly basis. Surveys have also found that 54% of podcast listeners might be much more inclined to consider using a brand if they have heard it advertised on a podcast.
Podcast advertising has so much potential, and an audience willing to see what the adverts have to offer. It could be just what your affiliate brand needs.
Not as much competition
There is not as much competition in the podcast space compared to other channels. Channels like SEO and PPC still need to be targeted, but it is important to recognise that there is a lot of competition here. If an affiliate brand is going to effectively compete here, they might wish to look into podcast advertising.
Affiliate marketing can sit in some very saturated markets, and this can make competing for keywords and digital ad space difficult. The potential for podcast advertising is only just being considered now, so affiliate managers would do well to try some things out before this ad space also becomes too busy.
Testing engagement methods
Affiliate managers should always be searching for new ways to engage potential new customers and affiliates. Trends and opinions shift all the time, and this means that we need to consider new ways to capture the attention of our audiences.
The great thing about podcast advertising is that it is (for now) an under-used opportunity to test out some new forms of engagement. If you have a new tactic that you want to use in other campaigns but aren’t sure how it might be received, testing things out through podcast advertising could give you some indication of how it might be received in other channels.
Cross channel content
Podcast advertising gives you the chance to create some brilliant cross channel content. The content you create for this style of advertising can easily be repurposed to be used across various channels and even in your onsite advertising efforts.
Consider this style of advertising as being a fantastic soundboard. If there is something that you want to try, but aren’t sure as to how it might be received, this is going to be the place where you can try it out most easily. If it delivers the results that you want, you can then look to implementing it into your other advertising efforts.
A good affiliate manager needs to always be on the lookout for new forms of lead generation that can be of benefit to their program. This can prove to be exceptionally difficult depending on where they look – some traditional forms of lead generation can be expensive and might not always produce the best results.
Podcast advertising is, for now, relatively untapped. Anyone searching for a new form of lead generation that does prove to be effective should definitely check out what the world of podcasting has to offer.
Consider podcast advertising today!
If you are an affiliate manager looking for a new audience and some fantastic opportunities for lead generation should definitely investigate what podcast advertising might be able to offer them today. As podcasts continue to grow in popularity, these opportunities are only going to be harder to find, so capitalise on them when you can!
Want to know more about how podcasts work? Check out The Affiliate Marketing Podcast to find out more, and potentially fall in love with this style of content.