Gretchen Smith, VP of Media at Ad Results Media, recently offered a front-row view into the rapidly evolving world of podcast advertising in a candid and insightful interview at Podcast Movement 2024. With her finger on the pulse of the industry, Gretchen shared a unique perspective on the challenges brands face and the opportunities waiting to be seized.
Key Takeaways
A Holistic Approach to Audio Advertising: Beyond the Checkbox
Gretchen emphasized the importance of treating audio as a unique and essential element within a broader marketing strategy, not just a checkbox in a 360-degree plan. She argued that audio—whether podcasts or streaming—presents distinctive opportunities to engage audiences through the power of sound.
“You have five senses. You have sight and sound, which are the only two senses advertisers can play with without getting totally invasive, but you’re completely ignoring one of the senses that people will remember brands by.”
Emphasizing the Human Element in Creative Strategy
In a data-driven world, it’s crucial to remember the human aspect of advertising. Gretchen advocates for creative content that genuinely resonates with listeners, focusing on what action brands want consumers to take, rather than just tracking metrics.
“There’s a human on the other end of that speaker that has no idea they’re being evaluated. Forget your promo code and survey issues on your website. What do you want the consumer to do?”
Increasing Investment in Audio: A Growing Opportunity
There will be continued growth in podcast ad spending as more brands recognize the untapped potential of audio to reach consumers in unique ways. Gretchen sees audio as a relatively underutilized channel with significant room for budget growth.
“Audio is 30-something percent of listening time but only 9% of marketers’ budgets. There’s room to increase audio spends, and I see podcasting and streaming being a huge opportunity.”
The Need for Better Consumer Research: Putting the Listener First
Gretchen urges the industry to invest more in understanding consumer behavior before planning audio strategies. She argued that consumer-centric research is crucial to align media plans with actual listening habits and preferences.
“Actually study your consumer… know what they’re listening to and know what they’re watching, and then make your media mix match that.”
Blasting the Volume on Podcast Ads
Gretchen’s message is clear: Embrace audio with a strategy that combines compelling storytelling, smart data practices, and a deep understanding of the audience’s behaviors. The future of podcast advertising is dynamic and full of potential for those ready to adapt and innovate.
Want to learn more about leveraging podcast advertising for your brand? Contact us today to explore tailored solutions that can help you reach your target audience in new and engaging ways!
