So viel Potenzial hat Podcastwerbung jenseits nativer Werbeformate
I’ve A/B tested two headlines for you there (sort of), to reflect the theme of this post.
In our quest to bring all the world’s podcasters to join the Acast stable, this year we’ve upped our performance marketing strategies across multiple channels — including social media and, of course, our own podcast ad network. We truly believe we give podcasters the best opportunities and tools to find listeners and make money, and we want to do that for as many as possible within the beautiful, open podcasting ecosystem.
So we’re spreading the word. And, as an advertising platform ourselves, we live by our own rules. Just as we tell all our own advertisers who spend in our marketplace: great targeting will get you a long, long way, but great creative matters just as much.
It’s working. Just shy of 20,000 new podcasts joined Acast in Q2 — creators either moving from a competitor platform, or starting a new show entirely.
Here’s what we’ve learned so far. (And, yes, you may question if I’m giving away all our secrets, but our ads are out there for all to see, and we believe in an open, free-flowing, dialogue-heavy podcast ecosystem.)
Podcasters or would-be podcasters are human like the rest of us (who knew?) and suffer ad-pathy (I just made that up) if served the same creative too many times over. To combat this we’ve been gradually testing then rolling out revised ad creative on a weekly basis.
Revised creative doesn’t mean a whole new look and feel each iteration, but small tweaks — updated imagery, refined hero copy. It worked — CTRs (click-through rates) increased.
We all know you only get a second or two to grab attention in this time-poor, click-heavy online ad environment called “2022”. So bold, clear messaging is key.
We’ve tested several routes over the year so far — from “rise above the noise”, “podcasts grow faster/make more money on Acast” and “make it now”, to “you have a voice, you are a podcaster”.
The last line was by far and away the most consistently successful creative we’ve tried. Accompanied by a simple call-to-action (“start now”), directness wins — in fact, all of our concise, clearly messaged creatives outperformed more esoteric versions.
Our research has shown that many people want to start a podcast but worry they won’t have interesting enough things to say; couldn’t be a “true” podcaster. Our winning line was designed to help them realize that everyone has a valid story to tell.
User-generated content (UGC) really connects in this environment. Ads that included footage of real people performed noticeably better than others (again, podcasters are people too). Even more impressive was TikTok’s performance in driving would-be creators to sign up and start a podcast — with this more organic, UGC-driven creative at the heart.
Who knew? (I think we all probably did.)
If you’ve got this far then 1) thank you. I’ve done the team (as well as our brilliant partners at Weirdo) a massive disservice — there is much more to the work and thought that went into these successful campaigns — but, as I said, we’re in a time-poor environment and I’m sure you have podcasts waiting to be listened to. And 2) you may have spotted three, not seven points in this listicle. But hey, I reeled you in with a bold hero message, right?
*I’m English, OK?
Acast and CBC collaborate to bring acclaimed podcast "Alone: A Love Story" to new audiences through French and Spanish adaptations
Acast Serves Michele Norris’s “Your Mama’s Kitchen” Podcast Across Open Ecosystem for Listeners and Advertisers
Blow-Ins, Queer as Fliuch, and I Think You Should Read announced as winners of Acast Amplifier in Ireland
81% of podcast listeners in Spain have discovered new brands through podcast ads, according to Acast survey
Introducing Acast+ Access: now any organisation with a subscription offering can add podcasts to their benefits
eOne, LAist 89.3, Crime Story, Acast announce partnership for new radio/podcast series, Night Raid
Acast and BuzzFeed Studios unveil debut podcast from a slate of six upcoming audio series for global listeners
Acast to manage ad sales and distribution for Higher Ground podcasts, bringing podcasts to audiences everywhere
Gates Foundation launches 'Make Me Care About' podcast to highlight people taking action to solve some of the world’s toughest challenges
Upping the ante: Why sports betting brands are investing in podcast advertising and how Acast uses geotargeting to safely serve the content to audiences
Why the brand-safe nature of podcasting is perfect for trustworthy, unfiltered conversations
Marketers Predict Programmatic Advertising Spend in Podcasts to Triple by 2027, Acast Study Finds
Acast and Tonny Media partner in The Netherlands, boosting the podcast production company's reach exponentially
Acast selected as “Best Podcast Partner” in Samsung’s 2022 Best of Galaxy Store Awards
Acast’s global expansion: International Managing Director, Megan Davies reflects on 2022 and looks at Italy as the next market to watch
Acast Introduces Self-Serve Platform to Enable More Brands and Advertisers to Advertise on Podcasts
Acast Launches Keyword Targeting to Introduce the Most Granular Capabilities In Podcast Advertising
Acast and Amazon Music bring ad-free podcast listening to fans, and a new revenue stream to creators
Playmaker Capital Inc. scores partnership with Acast, unlocking its popular sports podcasts for fans and advertisers everywhere
‘Why I Podcast’ – Acast podcasters and advertisers share what podcasting means to them in a new campaign to mark International Podcast Day
Acast announces first ever Acast United line-up to unlock even more opportunity for advertisers
“Magic + math(s)* in marketing to podcasters” or “7 things we’ve learned in 7 months of testing creative”
Rio Ferdinand and FIVE join the Acast Creator Network, launching their first podcast, Vibe with FIVE
WTF with Marc Maron launches Acast+ podcast subscription, bringing paying fans bonus content and exclusive benefits
Acast strengthens product leadership team to accelerate listenership and revenue growth for podcasters
3ShotsofTequila joins the Acast Creator Network, ensuring the podcast can be heard by fans everywhere
John Harrobin and Samantha Skey join Acast board as company strengthens commitment to growing US market share
Acast to mark International Women’s Day with global initiatives to ‘break the bias’ in tech and podcasting
Anna Faris partners with Acast to supercharge podcast growth and expand monetization capabilities
Acast launches Acast Amplifier, a podcast incubator to discover the next generation of UK podcasters
Acast launches Aclass Essentials, a free toolkit with everything you need to know to start a podcast
John Kasich and Jordan Klepper to launch original podcast ‘Kasich & Klepper’ with Acast, produced by Treefort Media
Acast teams up with Samsung in global deal to distribute its 30,000+ podcasts directly to Galaxy users
Scott Aukerman to launch ‘Comedy Bang! Bang! World’, a slate of premium podcast programming, in partnership with Acast