Why You Need Podcasts in Your Marketing Mix
With virtually no audience overlap, adding podcast ads to audio campaigns results in incremental reach.
We have the , so it’s safe to say we’re the experts when it comes to the power of podcast advertising. But we also know you probably won’t just take our word for it. That’s why we did some digging–and we think you’ll be surprised to learn how much of a difference adding podcasts to your audio campaigns can make.
We analyzed 260 completed campaigns with podcast and non-podcasts elements (e.g., Pandora, SiriusXM, and SoundCloud). Our goal was to determine how adding podcast ads impacts campaign reach.
Your Takeaway: With virtually no audience overlap, adding podcast ads to audio campaigns results in incremental reach.
Let’s dig into our findings (and what it means for your next campaign).
No Audience Overlap
The SXM Podcast Network has virtually no overlap with Pandora, SoundCloud, SiriusXM Digital, and Adwave Publishers. That means, there is almost zero overlap between audiences who hear podcasts ads and audiences who hear ads via other audio channels.
Your Takeaway: Adding podcasts to your audio campaign allows you to reach new and different audiences.
Pure Incremental Reach
No overlap = pure incremental reach. Every dollar spent on podcasting means incremental reach for your brand. Whether your campaign objectives are upper funnel (awareness), mid funnel (consideration), or lower funnel (conversion), adding podcast ads extends your campaign reach, increasing its potential impact.
Your Takeaway: Adding podcast ads is a pure audience play, allowing you to extend your reach with minimal duplication, increasing campaign efficiency and efficacy.
The Best Podcast Reach in the Biz
It’s worth repeating—when it comes to podcast advertising, no overlap = pure incremental reach. And if you’re really looking to extend reach, look no further than the , reaching one in two podcast listeners every month1.
Source1. Edison Research, 2022 Infinite Dial 116 million monthly podcast listeners as base