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SNM062: 4 Things You Should Know About Podcast Ads

There are a lot of misconceptions about the state of podcasting.  Every day someone tells me that podcasting is dead and five minutes later someone else tells me that podcasting is the wave of the future.

Surely they can’t both be right?

Listeners in Control

Unlike television, you have no passive listeners on a podcast.  Each person actively chooses to subscribe, download and listen to your episode.  The relationship between the podcaster and the listener is much stronger than the television relationship.

With television and radio, most of your audience is passive.  They flip through channels and can easily flip away.

This means that your podcast audience is more engaged with you directly and far more likely to trust your product recommendations.  You need to take that trust seriously and be very careful in what you promote.

Abuse Can Destroy the Relationship

When you overadvertise, your audience takes it personally.  If you recommend a bad product or run too many commercials they will take it personally.

I listen to a few podcasts and the ones that abuse the customer relationship really annoy me.  It’s not the right way to treat your customers.

Most podcasts are struggling to pay the bills and they only see one way to monetize their show – at the listeners’ expense.

They Can Skip Your Ads

I use the Overcast app to listen to podcasts now.  This app dominates the market for one simple reason; it has a “skip forward 30 seconds” button.

For most of the shows I listen to, they run the commercials and then the intro music to the show.  So I know to skip forward using this little button until I hear the music.

This allows me to bypass all the commercials.

That is why my podcast is structured in the same way.  There is only one commercial per episode, but you are more than welcome to skip it with the press of a button.

Key Points:

  1. The podcast relationship is stronger than radio
  2. Don’t abuse this level of trust
  3. Longer ad blocks are easier to skip than shorter ones

Resources Mentioned:

Breaking Orbit

Serve No Master on Amazon

Send in your questions to podcast [at] servenomaster [dot] com



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