Why Creators + Podcasts
present
While the specific strategies in advertising theory are always changing, the basic principles are constant: Meet consumers where they are. Speak to them in a way they will hear. And make a trusted recommendation, which is priceless. When a brand can hit all of these goals at once?
Ad Results Media tracks this data across the full spectrum of audio ad platforms, and the clear winner is podcasting. Time after time, year after year, the industry has found that the overwhelming majority—86%—of podcast listeners can recall the ads they heard. And more than half act on those ads. Plus, host-voiced ads are natural, don’t disrupt the listening experience, are almost never skipped over and benefit from the credibility the hosts have already established with their audiences.
If you add the fact that quite a number of podcasters are simultaneously publishing their podcasts on Youtube, those ad campaigns’ ROI rise considerably.
What’s more, Ad Results Media has found that many of the same metrics that drive successful advertising for podcasts on YouTube work for non-podcasting YouTube creators, opening up another channel for successful brand partnerships and expanding advertisers’ reach, relevance and resonance even further (see “Creator Marketing on YouTube,” below).
Expect more from your marketing than just placement. Expect engagement.
According to the Infinite Dial’s 2022 report, an estimated 226 million Americans—including some 79% of those over age 12—are familiar with podcasts, while 41% of those consider themselves active monthly listeners. This percentage has been steadily growing over the past decade, and with good reason. Essentially, consumers find podcasts trustworthy and entertaining, and they consider advertising on podcasts as the least-offensive way to be sold something. Of course, as with any media channel or source of entertainment, there are those who connect more strongly and spend more of their time there. For podcasts, we call those “super listeners.”
If you add in the fact that quite a number of podcasters are simultaneously publishing their podcasts on YouTube, those ad campaigns’ ROI rise considerably. Now may be the perfect opportunity for on-the-fence advertisers to partner with podcasts who are also gaining ground on YouTube, especially considering reports that YouTube seems primed to launch a dedicated podcast vertical this year.
While some avid podcast listeners might spend up to 11 hours each week tuning in, we’ve found that solid “super listeners” are those who spend at least five hours per week with their favorite shows.
gender
Listeners trend male, but are fairly even split.
AGE
ETHNICITY
In a recent report put together by Edison Research and Ad Results Media, 24% of super listener respondents on a five-point scale said they “strongly agreed” that they were more likely to consider a product if they heard about it on a podcast, while only 22% thought there were too many ads on podcasts.
57%
Men
43%
women
The coveted ages 25-44 demo makes up half of super listeners.
24%
age 35-44
27%
age 25-34
14%
age 55+
20%
age 45-54
15%
age 18-24
Listeners are predominately white, which trends with overall monthly podcast subscriber ethnicity demographics.
10%
african american
13%
hispanic or latino
3%
asian or pacific islander
72%
white
2%
other
Podcasts
Magazines/ Newspapers
Streaming Radio
Websites
Streaming Video or Online Video Clips
AM/FM Radio
Social Media
Live or Recorded Television
YOU ARE MORE WILLING TO CONSIDER PRODUCTS AND SERVICES AFTER YOU LEARN ABOUT THEM ON [SOURCE]?
Agree or Disagree Statements
relative to other types of media, there are way too many advertisements on [source]?
This bodes especially well for advertisers who are looking to thoughtfully target expansion and reach. Not only has the podcast listener market grown every year for the past decade, but those listeners are The Infinite Dial’s 2022 report noted that in the U.S., weekly podcast listeners averaged eight podcasts per week, and the social media footprint of those listeners outpaced the average population on every single major social network. That means that once these high-value consumers are reached, they will almost certainly act as an ace up your sleeve, spreading your brand’s message throughout their other digital outlets.
Social Media Brand Usage
Facebook
Instagram
TikTok
Pinterest
Twitter
Snapchat
Linkedin
Total Population 12+
Monthly Podcast Listeners 12+
% USING SOCIAL MEDIA BRAND
63
68
46
64
36
45
28
38
27
35
21
34
U.S. Total Population Age 12+
Monthly Podcast Listening
% listened to a podcast last month
2008
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
'19
'20
'21
9
11
12
14
15
17
24
26
32
37
41
Put aside everything you know about capturing consumers through advertising. Try to consider who the “smart” shoppers are, the ones who may be jaded about splashy ads after a lifetime of consumerism. Would they more likely trust the high-gloss television commercial airing nonstop on every channel, or the curated recommendation that a beloved podcaster who offers valued opinions? Exactly. When it comes to podcast advertising, the personal is profitable.
Masters of the (creator) universe
"People do not buy goods and services. They buy relationships, stories and magic.” — Seth Godin, Marketing guru
That’s where an agency, such as Ad Results Media, comes in. ARM specializes exclusively in creator-based audio and video media with offices located across the country.
The podcast network is enormous and growing, so how should brands go about finding these like-minded creators and their audiences?
48%
44%
51%
agree
2019
2020
2021
You pay more attention to advertising on podcasts than other forms of media.
64%
60%
You appreciate podcast advertisers for supporting your favorite podcasts.
% agreeing ('4 or '5' on a 5-point scale). Base: Listen to podcasts for at least 5 hours per week
The activities people do while listening to podcasts are far more vast than for those consumers you target while they watch TV or scroll through a site. For one thing, there is no requirement that they stay stationary. But for many, one particular social network helps them find and listen to podcasts more than any other, and it defies the primarily audio construct: YouTube. More than half (55%) of podcast super listener consumption happens on YouTube, while other audio-first platforms like Spotify, Apple and iHeartRadio come in well behind that.
Creator marketing on YouTube: The content that people skip ads to view
Do you currently ever listen to podcasts through...
YouTube
Spotify
Apple Podcasts
Amazon Music
iHeartRadio
Pandora
Google Podcasts
Audible
% saying "yes". Base: Listen to podcasts for at least 5 hours per week.
14B+
views per month
Algorithms are especially successful when content creators (i.e., podcasters in this case) tag their uploaded video with meaningful keywords. Podcast creators do this for their own growth strategy, and because of that, your ad reach will increase with theirs. This means that creator-created video tags will continue to find even more attentive and (possibly) demographically similar listeners over time.
In many ways, YouTube has figured out how to double-dip in the rich podcast waters. Just as many of us enjoy watching interviews on TV, podcasts that provide the visual stimulus of the conversation in addition to the audio storytelling are able to capture additional eyes and ears. Of course it doesn’t hurt that YouTube is the second most-visited site in the world, just after the obvious No. 1, Google. YouTube has more than 14 billion views per month, but it’s more than that. YouTube has a framework in place that takes time to build, and one that it’s spent the past couple of decades expanding. A key component of that framework? Algorithms. It’s not just a hot engineering buzzword; algorithms utilize artificial intelligence to guide users to their next destination, and for YouTube those algorithms work an astonishing 70% of the time.
"For host-read advertising, brands can increase brand awareness and bump up performance by including graphics in those ads, whether it's as simple as a promo code or adding elements such as logos,” said Cosby. “This approach makes for a better advertising experience. You can also offer a direct response approach with the vanity URLs in the video's description, rather than relying on codes in audio standalone ads."
Donaldson’s video, which included many of these elements, topped 4 million views to date and performed well for its advertising partner. This is a prime example of how ARM works with its creators and clients—with a live, host-read campaign midroll, while also being disincentivized to skip past it. As for ad reach, the opportunity for both audio and visual ads that are available to brands is powerful, given YouTube’s ads reach of a potential 2.56 billion users, a nearly 12% increase over 2021 numbers).
Authenticity is key
Comedian Bert Kreischer was an early adopter to podcasting—he started his first of many, “Bertcast,” which he’s still recording and now uploading to YouTube, a decade ago. Kreischer recalled that he and other comedians got into podcasting because they felt the need to be busy. Kreischer said,
Advertising on a podcast is such a wise move. In my opinion, passion begets passion. No one is doing a podcast that isn’t absolutely passionate about it. I don't ever half-ass a podcast ever, ever, ever.
Bert Kreischer
comedian and podcaster
It has to feel natural. We love making ads that don't feel like ads, and when we get the comment that says, ‘I didn't even think this was an ad until I read the description,’ that's when you know you hit a home run.
The McFarlands
TikTok influencers
Comedy has led the way for Netflix and now with YouTube podcasts. Tom Segura and Bert Kreischer [with their podcast “2 Bears, 1 Cave’] led the charge and began to monetize the simulcast, especially for our clients who love comedy. They really took advantage of the video platform and not audio alone.
Sam Cosby
senior director of creator content, Ad Results Media
Ta-da! Creator-based content makes marketing magic
According to Ad Results Media, consumers keep telling them—through traditional surveying but also through their wallets—that they trust the creators they choose to spend their quality time with. Which makes perfect sense: Why wouldn’t they trust the recommendation of someone they actively choose to spend upwards of five hours a week with? And, it can reasonably be argued, why shouldn’t big brands want to take advantage of that network if everyone’s interests align?
Remember: Trust creator intuition—that’s where the magic happens
Not only has the podcast listener market grown every year for the past decade, but those listeners are loyal, attentive and digitally active.
Host-voiced ads come with built-in credibility, an invaluable asset in a crowded market.
of people have bought a product after seeing it in a YouTube ad.
70%
of the ads on YouTube increase brand recall.
90%
Podcast super-listeners want to connect with advertisers through this platform.
When audio stars also tap into YouTube’s visuals, it expands your marketing reach by an additional 2.24 billion views.
Your own brand sentiment is seen as favorable simply for supporting a consumer’s favorite creator. That’s a win-win.
Why Creators + Podcasts on YouTube = Marketing Magic
on YouTube =
Marketing Magic
Well, therein lies the magic.
1
2
1 “Reimaging the influence of iconic brands through audio,” Ad Results Media. 2 “YouTube may be getting a dedicated podcasts homepage,” TechCrunch, March 2022.
'SUPER LISTENER'?
Source: Super Listeners study
What is a
loyal, attentive and digitally active.
“At ARM we're reaching out to all of our podcast partners, whether big or small, to encourage them to expand their show’s distribution onto YouTube if they’re not already doing it,” — Sam Cosby, ARM’s senior director of creator content.
Cosby noted that topics and industries that perform well on YouTube cover a range of interests, but often come down to the viewer wanting to learn something, especially when it comes to cooking, sports, cars or finance.
“It's really about teaching. If you're teaching, you gain trust with your audience, and people are probably going to trust you if you’re telling them about a product.”
Interestingly, and perhaps uniquely among podcast listeners, brands can be held in higher regard if they are seen as supporting the consumer’s favorite creators. Not only do more than half of consumers pay more attention to advertising heard on podcasts, but nearly two-thirds of them view brands more favorably when they choose to advertise with their preferred pods.
Could this become a longer-term partnership, or one you revisit regularly?
Do they reach a targeted demographic or a broad demographic that has a niche interest?
Where do they live in the audio ecosystem? Are they strictly podcast? Do they also post on YouTube? Are they active on other social networks?
Important things to consider when partnering with audio creatives
of podcast super listeners consumption happens on YouTube
YouTube has its own crop of superstar influencers who pull in billions of views for their short- and long-form videos. One, 24-year-old Midwesterner Jimmy Donaldson—who is better known by his handle, MrBeast—has built his own video empire based on elaborate stunts and cash-based giveaways. This combination of pranks and philanthropy has made him a new kind of power player, and one that brands know will pull eyes toward their own companies.
of podcast super listeners most often discover new podcasts through YouTube
Source: Ad Result's Media's Super Listeners Report
MrBeast seamlessly began talking up ZipRecruiter while one of his challenge participants stacked boxes of orange juice and ramen noodles for charity. Donaldson first told his followers the reason he does ads (to make more money to fund Beast Philanthropy), and then gave ZipRecruiter a solid 30 seconds of time with the same graphics and cutaways he uses for the rest of his clips. Rather than being a completely separate entity, the ad spot was filmed in conjunction with the charity challenge, and ZipRecruiter got an extra shout-out for donating to the contestant’s charity as well.
In one successful ad campaign,
4M+
views to date
Kreischer saw early on how important the genre could be for advertising—not just for creators like himself to make money, but for brands to reach targeted audiences. He began working with a number of smaller brands and loved when they became so ingrained in his day-to-day that he knew they were there to stay. “There was a sponsor we had that made wine glasses—that’s always going to be in my life,” joked Kreischer. “I’m always going to keep drinking wine!“
viewers know they can trust the endorsement
Marketers may be thinking, "This all sounds great, but
really want to talk up my brand?" In short, yes.
will podcasters & creatives
“Before social media became what it is today, we were all sitting around doing nothing all day long. And then you start a podcast, it starts getting successful, then you do two in a day, then three.”
YouTuber Megan Letter, known by her handle MeganPlays, is big in the Roblox gaming community and has dabbled in podcasting with her husband Zach (also a digital influencer). After gaining a following, she started her own company focused on gaming development. When it came to working with advertisers, not only was she concerned about finding ones that made sense for her own brand and allowed her input on creative, but she also had to consider her brand’s demographic, the underage set.
He finds this immersive quality compelling because it creates genuine authenticity. “These brands that are buying in on podcasts, they get it, and they understand that we feel blessed to have them as sponsors,” Kreischer said. “And when we get them, we want to put them into our lives. If I need to use a knife, I’m going to use my Kamikoto knife, and I’m throwing her on my Instagram too because I love that knife. It becomes an actual extension of who I am and it’s on my social media, and I think that’s when it works best.”
This level of use and scrutiny by creators is why their followers trust them.
Watch the Interview
About
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience.
Ad Results Media (ARM) moves brands beyond merely being heard. As a trailblazer in the audio industry, ARM leads in creator-based advertising across podcast, video and emerging audio. Since its inception nearly 25 years ago, ARM has effectively connected audiences with brand messages, to future-proof growth marketing strategies through data-driven strategic guidance and support, media buying expertise, creative excellence, and analytical prowess for audio and video advertising. The company with offices in Houston, Austin, San Diego, Los Angeles and Boston, is a leading purchaser of audio influencer ads nationally and leverages its strong relationships within the industry to connect brands with over 10,000 of the world’s most high-profile news, sports and entertainment creators. Be Part of the Story™ and follow along on social @adresultsmedia.
Want to pilot a program?
Reach out to contact@adresultsmedia.com today!
Want to Scale Your Customer Acquisition Through Podcast and YouTube Influencer Advertising?
Trust the creator’s ability to connect with audiences – that’s where the magic happens
3
Podcast super listeners want to connect with advertisers through this platform.
4
5
Why Creators + Podcasts on YouTube =
% saying "strongly agree" (5) on a 5-point scale. Base: listen to podcasts for at least 5 hours per week.
Expect more from your marketing than just placement. Expect listeners.
In a recent report put together by Edison Research and Ad Results Media, 24% of super-listener respondents on a five-point scale said they “strongly agreed” that they were more likely to consider a product if they heard about it on a podcast, while only 22% thought there were too many ads on podcasts.
People do not buy goods and services. They buy relationships, stories and magic.” —marketing guru Seth Godin
The activities people do while listening to podcasts are far more vast than for those consumers you target while they watch TV or scroll through a site. For one thing, there is no requirement that they stay stationary. But for many, one particular social network helps them find and listen to podcasts more than any other, and it defies the primarily audio construct: YouTube. More than half (55%) of podcast super-listener consumption happens on YouTube, while other audio-first platforms like Spotify, Apple and iHeartRadio come in well behind that.
Donaldson’s video, which included many of these elements, topped 4 million views to date and performed well for its advertising partner. This is a prime example of how ARM works with its creators and clients—with a live, host-re ad campaign midroll, while also being disincentivized to skip past it. As for ad reach, the opportunity for both audio and visual ads that are available to brands is powerful, given YouTube’s ads reach of a potential 2.56 billion users, a nearly 12% increase over 2021 numbers).
“At ARM we're reaching out to all of our podcast partners, whether big or small, to encourage them to expand their show’s distribution onto YouTube if they’re not already doing it,” said Sam Cosby, ARM’s new senior director of creator content.
“At ARM we're reaching out to all of our podcast partners, whether big or small, to encourage them to expand their show’s distribution onto YouTube if they’re not already doing it,” said Sam Cosby, ARM’s new senior director of creator content. Cosby noted that topics and industries that perform well on YouTube cover a range of interests, but often come down to the viewer wanting to learn something, especially when it comes to cooking, sports, cars or finance. “It's really about teaching. If you're teaching, you gain trust with your audience, and people will probably going to trust you if you’re telling them about a product.” Interestingly, and perhaps uniquely among podcast listeners, brands can be held in higher regard if they are seen as supporting the consumer’s favorite creators. Not only do more than half of consumers pay more attention to advertising heard on podcasts, but nearly two-thirds of them view brands more favorably when they choose to advertise with their preferred pods.
Teaching Builds Trust
55%
of podcast super-listeners consumption hapens on YouTube
19%
of podcast super-listeners most often discover new podcasts through YouTube
Beyond podcasts,
MrBeast seamlessly began talking up ZipRecruiter while one of his challenge participants stacked boxes of orange juice and ramen noodles for charity. Donaldson first told his followers the reason he does ads (to make more money to fund Beast Philanthropy), and then gave ZipRecruiter and their new AI tool a solid 30 seconds of time with the same graphics and cutaways he uses for the rest of his clips. Rather than being a completely separate entity, the ad spot was filmed in conjunction with the charity challenge, and ZipRecruiter got an extra shout-out for donating to the contestant’s charity as well.
Remember: Trust Creator intuition- that's where the magic happens
Of course, creatives may think they’ve made this magic, but what good is intuitive advertising if you can’t back it up with quantifiable data?
% saying "strongly agree" (5) on a 5-point scale. Base: listen to podcaasts for at least 5 hours per week.
