How We're Changing the Podcast Advertising Game

Let’s talk about podcasts. It’s no secret that the podcast industry is booming, with 43 million podcast episodes and counting. Listeners are demanding more and more content, and creators are rising to the challenge.

But why are podcasts so enthralling? When you hit “play” on a podcast, you are choosing to fully engage your brain in a long-form listening experience, which we like to call the “leaned-in mind.” You’re opting in, ready to absorb whatever information is thrown your way. This is a distinctly different mentality from browsing a web page or listening to background music. This mindset is gold for advertisers, and it’s key to why podcast advertising proved 4.4x better brand recall than other ad formats.

The podcast space is magical, and we’re excited about the investments we’re making in it. With the acquisition of Stitcher and our new partnership with NBCU, we’re now the leaders in podcasting. We have 60,000 podcasts across our brands, which means we’re able to give you more access to exclusive content, formats, and, most importantly, audiences.

Now, we’re launching a new podcast solution that allows you to easily reach your listeners in a revolutionary new way, with audience-based targeting at scale, all while respecting the listener journey and their relationship with the host. Here’s how.

The relationship between listeners and hosts

The relationship between listeners and podcast hosts is special. These listeners come back time and time again to learn, grow, laugh, and feel like they’re part of the conversation. They trust the hosts and creators of the shows they watch (or should we say binge) to deliver authentic messages. It’s no surprise that 93% of Stitcher/Midroll podcast listeners say they listen to most or every episode of a podcast they subscribe to.

Podcasts have the power to unite the listener, creator, and advertiser. You, as the advertiser, can make an authentic connection with your listeners, too—without disrupting the current status quo. Podcasts can be a tricky space to navigate, but we have the creative expertise to guide you through it.

Our creative capabilities

Pandora’s Studio Resonate, an audio-first creative consultancy, understands that not all podcast ads are created equal and is committed to honoring the authentic listener-host connection in the podcast environment. Take host reads, for example, which allow for a personal touch as the host adds their personality into the script. But we also have announcer reads, which allow advertisers to scale across multiple shows without sacrificing the quality of their creative. Studio Resonate has hand selected these voice-over announcers for specific vocal attributes that we know resonate with listeners, based on psychology and sonic science. So brands and creators alike can feel confident in the connections they are making through their messaging.

With nearly a decade of experience crafting best-in-class audio ads, Studio Resonate is deeply invested in telling your story and creating great ads specifically for the podcast environment.

Tap into the podcast universe—on your terms

Our podcasts solutions allow you to reach the listeners where they are, with access to 44 million listeners accounting for 24% of the US Podcast Audience. As we continue working toward a balance of automation and customization in 2021, we’re staying mindful of the intimate relationship that exists in the podcast world, while ensuring both scale and control for advertisers. We want to connect you with the right solutions to meet your KPIs—at scale—both on and off our platforms.

At the root of our strategy:

  • Provide access to podcasts wherever they are consumed

  • Connect your brand with the right host Integrate your brand deeper into premium content

  • Generate quality creative at scale

  • Extracting best practices from 15 years of audio expertise

  • Provide tools for brand suitability, and deliver measurable results

All of this is paramount to success

We know what listeners want and what makes a best-in-class audio ad. Still, we will continue to push the limits to understand what makes the most effective ad that results in a positive experience for the listener, the creator, and the advertiser.

So, what can you buy today?

Currently, our podcast solutions offer you access to 5,000+ podcast shows including 300+ exclusive shows across Stitcher and NBCU with innovative capabilities that range from turnkey to custom. We can accommodate show-level buying against compelling content and host access, while also allowing scaled solutions with 20 targetable category genres and audience targeting at scale. This includes popular titles like My Favorite Murder and Dateline.

We’re taking everything that makes podcasting special—leaned-in, on-demand listening, authentic connections to hosts, compelling content, and massive reach—and modernizing it to meet today’s advertiser needs.

We’re just getting started. There’s a lot more to come, and we can’t wait to show you what else our powerhouse can do for brands.

--- 1. Podsurvey of 143,122 podcast listeners, 2021