You still have doubts about the impact of advertising on podcast format. Today I
bring you a report of singing Media that shows that podcasting remains one of the
ideal formats for advertising your brand or your products. We welcome you across the
microphone. On the other side of the microphone, a project by Jorge Marín
Nieto in which you will find your daily ration of metapodcasting sting, with news,
events, tools or episodes of opinion in just ten minutes. Ten minutes,
ten minutes. This chapter comes to your ears thanks to the sponsorship of
podcast format and, more specifically, of its latest release micro stories, a
project of monthly priority that they have just launched and in which you will be
able to know stories like the one behind the castle, of the cabins of
Castile in Palencia. I don' t want to give the most details or
reveal the secret of the episode, so I don' t spoil your listening
and like what I do want is for you to enjoy this delivery. I
' m going to leave you a direct link to this chapter in your podding,
in the notes of this episode. I am Jorge Marin and it is
a pleasure to invite you to pass to the other side the microphone, as
every day where I bring news, events, curiosities, tools, personal experiences
and everything that has to do with the podcasting that surrounds me, Jorge Marin,
on the other side of the microphone and a b producer, we are
all surrounded by the podcasting day and night and this week, specifically that I
have it quite moving both inside and outside the house. It' s a
lot, a lot, a lot of podcasting and I' m really enjoying
it. Today I want to talk to you about a report that I have
found from the company singing Media and, more specifically, a study that they
have carried out together with Tony Media, a Dutch producer, with which today
I will talk to you about how advertising has impacted on podcasting in Holland thanks
to a study that they have done to fifty zero users. If I am
not mistaken, if you see me doubting or good any word, I dance
a little, bearing in mind that it is a study that has been translated
into English and I have translated to Spanish more or less. I understand everything
correctly, but perhaps there is some word that changes us a little bit and
does not end up fitting in with our usual jargon, more specifically with my
usual jargon. This report tells us that podcasting has quickly gained popularity as a
powerful medium of information, entertainment and storytelling, especially after the pandemic. In
the year two thousand twenty the podcasting had a great explosion, already in itself.
In Spain growth had been accelerating since the two thousand sixteen two thousand fifteen
of two thousand sixteen, but in two thousand twenty it exploded nationally, internationally
and in all the media this growth and above all, linked to the fact
that the vast majority of occasions the podcasting joins very specific niches, with very
specific objectives, makes the connection with the audience to a much more pro-
depth level and that we transmit the messages to our niches in a much more
effective way. And a good example of this is this podcast. Surely all
of you who are listening to this daily show about podcasting are lovers of hardcore
podcasting listeners, so to speak, podcast creators or directly lovers who listen and
create podcasts alike, as is my case. This The article I bring you
today is based on various studies created by mimo, a company within singing Media
that they have made in collaboration with ton Y Media, a company of Dutch
origin. As I said, this is a practical guide for all advertisers seeking
forgiveness information to find new innovative ways to effectively convey a message, see podcasting
as one more way to include it within their advertising campaigns or promotional campaigns,
to alternate among other more mass media and see here the great advantages that podcast
format can offer if we complement it with other campaigns or other larger mass media
or, in short, with other types of campaigns, etcetera, etcetera.
Start the episode Sorry. The episode did not the report indicating that fifty-
six percent of the Dutch population indicates that they occasionally listen to Podcast. It
does not mean that more than half of the Dutch listen to podcas, but
have occasionally listened to Podcast. One of the great strengths of podcas in front
of other channels is that the ads here are much more receptive in the first
place, because they are aimed at a much more concrete audience. It'
s not, like, aiming, much better to hit the target. And
precisely that receptivity is much more focused, or is much more effective in younger
age groups. The age groups, at least in Holland, that have responded
to this effectiveness indicate that forty- five percent of young people between sixteen and
twenty- nine years of age accept these announcements very positively. In contrast to
thirty- four percent of the adult population between thirty and forty- nine years
and twenty- one percent between fifty and sixty- five years, we see
how young people are much closer to podcasting and precisely thanks to the acceptance of
this medium, because they also accept politics. Tell this medium why. Because
one of the thanks of podcasting is that it' s a deliberate choice.
When you subscribe to a podcast, when you give the play to a podcast,
it happens in a very different way than, for example, when you
listen to the radio that you turn on the radio, you' re looking
for your favorite channel or your favorite channel, and it' s that channel
that tells you what it' s going to put on. She' s
the one who decides the grill. Something very similar if we face, for
example, open television, streaming channels. On streaming channels they have a card
that you can choose and there you choose your favorite series, your favorite movie,
because in the case of podcasts it is something similar it is you who
choose and already that first step makes the choice have much more acceptance than if
it is something that to IT imposes you or at least they offer you without
that you have bot or vote. This intentional choice of content leads to a
high degree of appreciation of podcasts and, consequently, of the advertising within these
podcasts. If to that we add that normally you subscribe to a podcast and
start creating a connection with the creator of that podcast, increase the credibility and
sympathy for that podcast, towards that podcast, towards that presenter, and towards
all the announcements that this presenter offers you. And here' s one of
the thanks for the podcast ads, and it' s that the ads read
or presented by the podcast' s own presenter makes this receptiveness, that this
acceptance of advertising is even greater. If we add layers to this. First
of all, the acceptance of your own podcast, the sympathy for the creator
himself, that connection in terms of advertising, the brand content that is being
linked to the creator himself and to the podcast himself. They' re layers
and layers and layers that make you accept that advertising and see it in a
positive way. And even if it is a product that you are not going
to consume in the short or medium term, it already makes the acceptance towards
that brand that your usual podcast creator has associated with IT, makes for you
as a consumer, makes the acceptance of that brand much more positive than if
nothing else tries to sell you and sell you and sell you and sell you,
and is that podcast ads are considered one of the most reliable in front
of all online channels, because the credibility of the ads proves to be an
important or very important factor for the effectiveness of such ads. Within podcasts,
these are already perceived as much more sympathetic, if you allow me the word,
than other forms of brand content. But the podcast ads read by the
presenter are even more credible and are even more associated with that symbiosis with the
podcast creator himself and are much more attractive to consumers. We see how there
is a small graph that faces, say, aseptic content in front of the
podcast, that is, a dynamically inserted ad. They also tell us that
it is very evident that if a podcast creator reads the campaign itself in its
content daily good, daily Every time he publishes an episode, brand indicators,
not only purchase indicators, but brand indicators increase, making your brand values even
higher. They offer us several graphics with different points that they have analyzed,
such as, for example, with the awareness of this advertising, the brand
knowledge, the awareness of the brand proposal, which are the three values that
most stand out, that have most valued in this study, And is that
the podcast ads read by the hosts themselves manage to have an impact on the
image of this brand and the listeners exposed to these ads within podcasts associate the
brands more strongly with the desired image values than the listeners, who are not
exposed. Logically, if you' re not exposed to this publicity, you
won' t even get in. But once surveyed, we see how effectively
podcasts, with their advertising added, are very effective for the listeners themselves.
They advise us in this report to complement podcast ads with other media that we
say are more massive, in a communication strategy, with a goal to make
our brand known or to give a great boost, to say make it more
visible with other campaigns that are much more massive, but that do not deepen
so much in the awareness of our brand. So, maybe we can buy
an advertising campaign on Facebook, on Instagram, on tiktok, on any of
the social networks, which are much more massive, but that an ad will
directly be discarded, however, if they do it through our podcast. If
I, for example, see here, I' ve told you about a
lot of podcasts, but well, for not meddling against this week' s
sponsor. I have spoken to you and this was not a campaign, but
of an electric company, an electrical company that I discovered thanks to another podcaster
and it was not even an advertising campaign, but thanks to José in front
of the customer, I changed the company of light and gradually I have seen
more advertisements of this same company of light on social networks. That makes me
reinforce the vision I have of this electric company, because it has recommended me
one of my favorite podcasts, one of my favorite podcasters, has recommended me
this brand and not even in an advertising campaign. But since I trust him
and as I associate his own values with the values of this company, I
see him with good eyes. And every time I come across one of these
advertising campaigns, I see it in another way that if I didn' t
know it, thanks to José, in front of the client in this case,
to reach large audiences, for example, radio, or social networks or
newspapers can even be more profitable in terms of scope, but in terms of
specification, in terms of certain, in terms of impact, podcasting, although
it doesn' t reach so many people, it does have a much greater
impact percentage, because, despite having a much smaller audience, the high receptivity
of these campaigns and the reliability of the Podcasters or better said of the listeners
in the podcasters makes this percentage much higher. And that' s where the
grace of advertising is. As far as podcasting is concerned, I think that
everyone who listened to podcasts usually I actually talked about it a little bit ago.
I remember the first publicity campaign I heard on a podcast and I got
to use it because I didn' t think about it. I don'
t want to advertise because this company doesn' t even exist anymore. But
well, I bought the first domain of my first website thanks to the advertising
of a podcast and how the caffeloj companions told me about it ten and fifteen
years ago, almost fourteen years ago. Well, anyway, I don'
t want to talk to you about it today, but surely you have heard
a multitude of advertising campaigns read by the podcasters themselves and you remember a lot
better about other campaigns that have inserted tomatically into other podcasts that are even annoying
to you. But if the podcaster himself does it and you know that that
advertising campaign is beneficial to your favorite creator and that you may be interested in
that trust you have in him, it will surely be a perfect combination.
If that ad campaign helps the podcaster to continue his project. If that advertising
campaign is of interest to you, or it may interest you, not to
buy, but to know directly the projects of a particular brand. Well,
man, this makes advertising so much more attractive than you. You are much
more receptive to assume that publicity and to pay, so to speak, for
these contents in exchange for that advertising for all. In the end it is
a win wingwin, and not as much as happens to us on the radio
or in advertising forgiveness on television, which comes to a great, great minute
of announcements and we say good, because I take advantage to go to the
bathroom, because I take advantage for whatever. We dismiss completely because we hate
that kind of publicity. But in podcasting, as is the creator himself,
it is usually the creator himself who offers you these advertising campaigns, it is
usually quite more attractive, it is usually quite more accepted for all of you
and even attractive for you. I' m going to leave a link both
to this week' s sponsor, the podcast to micro stories in podcast format
and to the study of singing media so that you know all the details that
I have been able to bring in in this summarized summary already I tell you
that I have brought it to you very, very, very summarized, but
well, you can read it in English. That' s on the website
that you find in the notes of this episode have and now I say goodbye
and return, like every day, to that site where you are right now
on the other side of the microphone. P