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You still have doubts about the impact
of advertising on podcast format. Today I

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bring you a report of singing Media
that shows that podcasting remains one of the

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ideal formats for advertising your brand or
your products. We welcome you across the

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microphone. On the other side of
the microphone, a project by Jorge Marín

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Nieto in which you will find your
daily ration of metapodcasting sting, with news,

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events, tools or episodes of opinion
in just ten minutes. Ten minutes,

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ten minutes. This chapter comes to
your ears thanks to the sponsorship of

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podcast format and, more specifically,
of its latest release micro stories, a

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project of monthly priority that they have
just launched and in which you will be

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able to know stories like the one
behind the castle, of the cabins of

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Castile in Palencia. I don'
t want to give the most details or

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reveal the secret of the episode,
so I don' t spoil your listening

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and like what I do want is
for you to enjoy this delivery. I

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' m going to leave you a
direct link to this chapter in your podding,

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in the notes of this episode.
I am Jorge Marin and it is

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a pleasure to invite you to pass
to the other side the microphone, as

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every day where I bring news,
events, curiosities, tools, personal experiences

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and everything that has to do with
the podcasting that surrounds me, Jorge Marin,

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on the other side of the microphone
and a b producer, we are

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all surrounded by the podcasting day and
night and this week, specifically that I

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have it quite moving both inside and
outside the house. It' s a

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lot, a lot, a lot
of podcasting and I' m really enjoying

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it. Today I want to talk
to you about a report that I have

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found from the company singing Media and, more specifically, a study that they

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have carried out together with Tony Media, a Dutch producer, with which today

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I will talk to you about how
advertising has impacted on podcasting in Holland thanks

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to a study that they have done
to fifty zero users. If I am

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not mistaken, if you see me
doubting or good any word, I dance

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a little, bearing in mind that
it is a study that has been translated

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into English and I have translated to
Spanish more or less. I understand everything

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correctly, but perhaps there is some
word that changes us a little bit and

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does not end up fitting in with
our usual jargon, more specifically with my

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usual jargon. This report tells us
that podcasting has quickly gained popularity as a

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powerful medium of information, entertainment and
storytelling, especially after the pandemic. In

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the year two thousand twenty the podcasting
had a great explosion, already in itself.

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In Spain growth had been accelerating since
the two thousand sixteen two thousand fifteen

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of two thousand sixteen, but in
two thousand twenty it exploded nationally, internationally

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and in all the media this growth
and above all, linked to the fact

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that the vast majority of occasions the
podcasting joins very specific niches, with very

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specific objectives, makes the connection with
the audience to a much more pro-

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depth level and that we transmit the
messages to our niches in a much more

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effective way. And a good example
of this is this podcast. Surely all

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of you who are listening to this
daily show about podcasting are lovers of hardcore

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podcasting listeners, so to speak,
podcast creators or directly lovers who listen and

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create podcasts alike, as is my
case. This The article I bring you

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today is based on various studies created
by mimo, a company within singing Media

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that they have made in collaboration with
ton Y Media, a company of Dutch

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origin. As I said, this
is a practical guide for all advertisers seeking

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forgiveness information to find new innovative ways
to effectively convey a message, see podcasting

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as one more way to include it
within their advertising campaigns or promotional campaigns,

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to alternate among other more mass media
and see here the great advantages that podcast

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format can offer if we complement it
with other campaigns or other larger mass media

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or, in short, with other
types of campaigns, etcetera, etcetera.

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Start the episode Sorry. The episode
did not the report indicating that fifty-

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six percent of the Dutch population indicates
that they occasionally listen to Podcast. It

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does not mean that more than half
of the Dutch listen to podcas, but

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have occasionally listened to Podcast. One
of the great strengths of podcas in front

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of other channels is that the ads
here are much more receptive in the first

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place, because they are aimed at
a much more concrete audience. It'

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s not, like, aiming,
much better to hit the target. And

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precisely that receptivity is much more focused, or is much more effective in younger

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age groups. The age groups,
at least in Holland, that have responded

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to this effectiveness indicate that forty-
five percent of young people between sixteen and

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twenty- nine years of age accept
these announcements very positively. In contrast to

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thirty- four percent of the adult
population between thirty and forty- nine years

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and twenty- one percent between fifty
and sixty- five years, we see

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how young people are much closer to
podcasting and precisely thanks to the acceptance of

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this medium, because they also accept
politics. Tell this medium why. Because

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one of the thanks of podcasting is
that it' s a deliberate choice.

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When you subscribe to a podcast,
when you give the play to a podcast,

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it happens in a very different way
than, for example, when you

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listen to the radio that you turn
on the radio, you' re looking

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for your favorite channel or your favorite
channel, and it' s that channel

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that tells you what it' s
going to put on. She' s

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the one who decides the grill.
Something very similar if we face, for

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example, open television, streaming channels. On streaming channels they have a card

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that you can choose and there you
choose your favorite series, your favorite movie,

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because in the case of podcasts it
is something similar it is you who

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choose and already that first step makes
the choice have much more acceptance than if

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it is something that to IT imposes
you or at least they offer you without

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that you have bot or vote.
This intentional choice of content leads to a

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high degree of appreciation of podcasts and, consequently, of the advertising within these

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podcasts. If to that we add
that normally you subscribe to a podcast and

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start creating a connection with the creator
of that podcast, increase the credibility and

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sympathy for that podcast, towards that
podcast, towards that presenter, and towards

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all the announcements that this presenter offers
you. And here' s one of

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the thanks for the podcast ads,
and it' s that the ads read

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or presented by the podcast' s
own presenter makes this receptiveness, that this

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acceptance of advertising is even greater.
If we add layers to this. First

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of all, the acceptance of your
own podcast, the sympathy for the creator

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himself, that connection in terms of
advertising, the brand content that is being

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linked to the creator himself and to
the podcast himself. They' re layers

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and layers and layers that make you
accept that advertising and see it in a

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positive way. And even if it
is a product that you are not going

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to consume in the short or medium
term, it already makes the acceptance towards

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that brand that your usual podcast creator
has associated with IT, makes for you

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as a consumer, makes the acceptance
of that brand much more positive than if

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nothing else tries to sell you and
sell you and sell you and sell you,

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and is that podcast ads are considered
one of the most reliable in front

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of all online channels, because the
credibility of the ads proves to be an

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important or very important factor for the
effectiveness of such ads. Within podcasts,

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these are already perceived as much more
sympathetic, if you allow me the word,

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than other forms of brand content.
But the podcast ads read by the

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presenter are even more credible and are
even more associated with that symbiosis with the

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podcast creator himself and are much more
attractive to consumers. We see how there

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is a small graph that faces,
say, aseptic content in front of the

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podcast, that is, a dynamically
inserted ad. They also tell us that

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it is very evident that if a
podcast creator reads the campaign itself in its

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content daily good, daily Every time
he publishes an episode, brand indicators,

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not only purchase indicators, but brand
indicators increase, making your brand values even

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higher. They offer us several graphics
with different points that they have analyzed,

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such as, for example, with
the awareness of this advertising, the brand

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knowledge, the awareness of the brand
proposal, which are the three values that

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most stand out, that have most
valued in this study, And is that

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the podcast ads read by the hosts
themselves manage to have an impact on the

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image of this brand and the listeners
exposed to these ads within podcasts associate the

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brands more strongly with the desired image
values than the listeners, who are not

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exposed. Logically, if you'
re not exposed to this publicity, you

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won' t even get in.
But once surveyed, we see how effectively

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podcasts, with their advertising added,
are very effective for the listeners themselves.

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They advise us in this report to
complement podcast ads with other media that we

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say are more massive, in a
communication strategy, with a goal to make

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our brand known or to give a
great boost, to say make it more

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visible with other campaigns that are much
more massive, but that do not deepen

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so much in the awareness of our
brand. So, maybe we can buy

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an advertising campaign on Facebook, on
Instagram, on tiktok, on any of

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the social networks, which are much
more massive, but that an ad will

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directly be discarded, however, if
they do it through our podcast. If

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I, for example, see here, I' ve told you about a

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lot of podcasts, but well,
for not meddling against this week' s

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sponsor. I have spoken to you
and this was not a campaign, but

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of an electric company, an electrical
company that I discovered thanks to another podcaster

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and it was not even an advertising
campaign, but thanks to José in front

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of the customer, I changed the
company of light and gradually I have seen

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more advertisements of this same company of
light on social networks. That makes me

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reinforce the vision I have of this
electric company, because it has recommended me

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one of my favorite podcasts, one
of my favorite podcasters, has recommended me

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this brand and not even in an
advertising campaign. But since I trust him

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and as I associate his own values
with the values of this company, I

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see him with good eyes. And
every time I come across one of these

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advertising campaigns, I see it in
another way that if I didn' t

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know it, thanks to José,
in front of the client in this case,

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to reach large audiences, for example, radio, or social networks or

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newspapers can even be more profitable in
terms of scope, but in terms of

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specification, in terms of certain,
in terms of impact, podcasting, although

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it doesn' t reach so many
people, it does have a much greater

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impact percentage, because, despite having
a much smaller audience, the high receptivity

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of these campaigns and the reliability of
the Podcasters or better said of the listeners

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in the podcasters makes this percentage much
higher. And that' s where the

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grace of advertising is. As far
as podcasting is concerned, I think that

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everyone who listened to podcasts usually I
actually talked about it a little bit ago.

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I remember the first publicity campaign I
heard on a podcast and I got

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to use it because I didn'
t think about it. I don'

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t want to advertise because this company
doesn' t even exist anymore. But

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well, I bought the first domain
of my first website thanks to the advertising

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of a podcast and how the caffeloj
companions told me about it ten and fifteen

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years ago, almost fourteen years ago. Well, anyway, I don'

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t want to talk to you about
it today, but surely you have heard

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a multitude of advertising campaigns read by
the podcasters themselves and you remember a lot

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better about other campaigns that have inserted
tomatically into other podcasts that are even annoying

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to you. But if the podcaster
himself does it and you know that that

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advertising campaign is beneficial to your favorite
creator and that you may be interested in

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that trust you have in him,
it will surely be a perfect combination.

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If that ad campaign helps the podcaster
to continue his project. If that advertising

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campaign is of interest to you,
or it may interest you, not to

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buy, but to know directly the
projects of a particular brand. Well,

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man, this makes advertising so much
more attractive than you. You are much

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more receptive to assume that publicity and
to pay, so to speak, for

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these contents in exchange for that advertising
for all. In the end it is

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a win wingwin, and not as
much as happens to us on the radio

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or in advertising forgiveness on television,
which comes to a great, great minute

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of announcements and we say good,
because I take advantage to go to the

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bathroom, because I take advantage for
whatever. We dismiss completely because we hate

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that kind of publicity. But in
podcasting, as is the creator himself,

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it is usually the creator himself who
offers you these advertising campaigns, it is

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usually quite more attractive, it is
usually quite more accepted for all of you

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and even attractive for you. I' m going to leave a link both

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to this week' s sponsor,
the podcast to micro stories in podcast format

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and to the study of singing media
so that you know all the details that

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I have been able to bring in
in this summarized summary already I tell you

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that I have brought it to you
very, very, very summarized, but

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well, you can read it in
English. That' s on the website

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that you find in the notes of
this episode have and now I say goodbye

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and return, like every day,
to that site where you are right now

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on the other side of the microphone. P