Companies must measure the success of their podcast advertising campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2019, 10:54 AM UTC

Using promo codes, custom links and post-checkout surveys can help.

This piece provides tips on podcast advertising from experts. Rebekah Bek, writer at Ahrefs states that brands can use podcast advertising to gain exposure and brand awareness, rather than for lead generation. Bek recommends unscripted, organic mentions as they perform the best.

Kurt Kaufer, partner and CMO at AD Results Media notes that measurement is fundamental to the success of a podcast advertising campaign. Brands could use promo codes, custom links, post-checkout surveys for measurement. Testing a number of shows can help identify what fits best.

Sam Balter, podcast marketer at HubSpot suggests picking a podcast where three to five ads can be purchased instead of going for one ad on a big podcast. Companies can reach the same audience through a smaller podcast instead of sponsoring “the biggest podcasts.”

Read the original article

[5 minute read]