If you’ve ever been on a long road trip, you know that listening to a great audiobook or your favorite playlist can make the miles fly by in no time. But have you ever tried listening to a podcast?  If you’re not familiar with what exactly a podcast is, it’s a digital audio file made available online for downloading to a device and is typically available as a series. New installments, or episodes, can be received by subscribers automatically. You can think of them like your favorite TV or Netflix series, only in audio form.

Podcasts have been around for a while but are only now being considered as a viable brand exposure method by companies. As Pew Research Center also reports, estimated 2015 advertising spending on podcasts was around $34 million dollars – a much smaller percentage compared to other major media avenues. You may be wondering why businesses should become early adopters and how to incorporate these digital audio bits into your advertising strategy. Here are a few reason why podcasts might be a good fit for your brand.

“21% of Americans age 12 or older say they have listened to a podcast in the past month, a percentage which has been steadily growing since 2013.”

– Edison Research

Podcasts have gained subscribers year after year.

Reach a niche (and global) audience 

We can say with certainty that there is a podcast for everyone! From the history of pirates and pro wrestling to creative dog training and organic gardening, podcasts unite very specific audiences through their unique interests. Think about what distinctive quality your target audience shares. Chances are, there is a podcast that covers it.

A growing number of users

Podcast listenership numbers aren’t mainstream by any means but they are on the rise. As of 2016, 21% of Americans age 12 or older say they have listened to a podcast in the past month, a percentage which has been steadily growing since 2013, according to Edison Research. This emerging form of media is expected to climb in number of listeners as consumers expect more on-demand audio content.

Trackable results

When listening to a podcast, you might hear a change in music followed by “This podcast is sponsored by (insert company name).” These sounds bites are usually in the form of a PSA rather than a traditional :15 or :30 second radio commercial. You might also notice that the podcast sponsor provides an enticing offer (save 20% off your first order, etc.) and either announces a promo code or custom URL for the offer. This smart tracking method is essential to determine effectiveness of the sponsorship and to reveal where your audiences are tuning in from.

Has this emerging form of media piqued your interest? If so, Paperkite’s team of digital marketing experts can research podcasts that match your audience’s’ unique interests and explore tailor-made sponsorship opportunities. Contact us to get the conversation started!