Did you know that Thais listen to digital audio for up to 162 minutes, or almost 3 hours, per day? This means that the opportunity to reach listeners' minds, whether through attentive listening to increase sales opportunities or even casual listening, can build awareness and increase people's understanding.
This makes podcasts a highly popular medium among Millennials and Gen Z, as these groups often listen while traveling, working, or driving. The diverse range of content available caters to various interests, making podcast advertising an attractive digital marketing channel. Podcast creators continuously improve their content, which in turn increases listener interest and boosts the popularity of the podcast channel.
Podcasts are essentially online radio on demand, similar to traditional radio with its own channels and diverse programs. However, they are streamed online and can be downloaded for offline listening. Currently, there are numerous podcast platforms available, including Apple Podcasts, YouTube, Spotify, and SoundCloud. This online radio on demand format allows listeners to choose their preferred programs, attracting audiences who are genuinely interested in the content. This makes it easier for marketers to create targeted advertisements to boost sales.
Let's take a look! Why is this podcast platform so interesting?
Podcasts are gaining popularity in Thailand, driven by an increasing number of Thai-language hosts. According to Adobe Analytics, podcast listening has increased, with a surge in mobile podcast usage (60%), and one in four are first-time users within the past six months. Adobe Analytics predicts this growth trend will continue. 45% listeners indicated plans to listen to more podcasts in the future, typically discovering them through online blogs they are interested in. The majority of podcast listeners are Millennials, followed by Gen Z. Most listeners tune in while commuting or working (52% and 42%), in cars (18%), on planes (16%), during leisure time (16%), and while exercising or at the gym (16%).
The study also indicates that podcasts are becoming an effective platform for advertising, with 60% reporting that they often search for products or services after hearing advertisements, and 25% making purchases found through podcast ads, while 58% listeners admitted to skipping podcast ads.
And 72% of podcast listeners who have heard ads while listening, one in three believe that podcast ads stimulate purchasing decisions more than other forms of advertising. Furthermore, 40% believe that podcast ads create less discomfort while listening than other types of advertising. This survey indicates a trend towards podcast advertising becoming increasingly effective in reaching relevant customer segments.
Podcasts: A new advertising space for people who love to listen.
Because podcasts are a platform where we consume media solely through listening, we can advertise in various ways, both through tie-ins and direct sales of content that listeners are interested in. Additionally, we can become sponsors of individual programs or episodes to build brand awareness for our business. However, the program or episode should be relevant to our business or products; otherwise, listeners will be less interested.
If a brand can advertise effectively, the engagement on that channel will increase. This is because most people listen to podcasts while commuting, driving, or while working or doing other activities, resulting in relatively low external distractions. They also tend to listen when they have free time and are genuinely interested in the topic. This leads to increased interest and engagement with various ads, and they are not averse to podcast ads if they are relevant to the topic they are listening to.
Furthermore, podcasts can target specific audiences because each channel offers different content categories, allowing listeners to choose what they're interested in. This means that people who listen to podcasts are genuinely interested in that particular platform.
And as the number of podcast listeners increased, so did the podcast advertising industry. Podcast advertising in the U.S. grew from $701.0 million to $1.33 billion in just three years.
To create a successful podcast, you need to tell your story effectively.
While online marketing through podcasts is inexpensive, we need to keep listeners engaged until the end to market or sell our products and services. This can be challenging without employing effective storytelling techniques.
Because storytelling helps us subtly tie in our products or services, creating a positive first impression by sharing interesting and useful tips, and then subtly promoting our products and services.
Furthermore, we should plan our script beforehand to organize our thoughts and delivery plan, preventing us from going off-topic and losing focus. However, it doesn't need to be a detailed script, as this might lead to tension or sound stiff and unfluent. We should also recap key points and interesting questions to help the audience grasp the main points more systematically, serving as a concluding summary after the presentation is complete.
With this, we can advertise and sell products and services without listeners feeling like they're being sold anything, and they'll be happy to pay without feeling like they're being pressured. If anyone is interested in marketing through podcasts... You can contact HelloAds for more information.
References
https://www.linkedin.com/pulse/podcasting-market-size-2023-growth-opportunities/
https://advertising.amazon.com/th-th/blog/podcast-advertising-why-it-works
