To monetize podcasts think sponsorships not ads

A study released earlier this year advocates sponsorships over advertising as the best way to monetize podcasts. The Association for Downloadable Media along with Edison Research report that podcast listeners HATE radio style ads but relate much better to "this content is brought to you by" sponsorships. The study says that it helps if the podcast host makes the sponsorship announcement. For content publishers here are the two key charts: 

First: when podcast listeners were asked about traditional radio style ads their response was negative with 62% saying they "generally dislike" them.   
But when the same audience was asked about sponsorship plugs instead 67% responded they "Don't mind them and occasionally find them useful." 
Sponsorships seems the way to gain exposure for advertisers without without turning off listeners.

There were other findings as well. According to Edison Research Vice President Tom Webster, “A podcast advertising buy is not a redundant media buy for advertisers and marketers. These are attractive, affluent consumers that mass media is losing.” He also notes, “Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context.”

More findings include:  

1. Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact

2. Active podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcasts

3. There is a "halo" effect ascribed to brands, products and services that sponsor podcasts

Download a PDF of all the ADM Edison Study findings 

Watch an hour long Vimeo video where Edison Research presents the findings:

 

Comments

[BODYBUTTER]

Do you want to really pamper your skin and enjoy a silky smooth result? Besides fine natural oils such as Shea Butter and jojoba oil this luxury product also contains natural vitamin E, ceramides and moisture dispensing hyaluronic acid in high concentrations. Ideal for use after showering and bathing.

[BODYBUTTER]

A young skin renews its surface layers every two to three weeks. Over time, as we age and our skin experience sun, stress, pollution, poor diet and poor water intake, the cell turnover rate slows down causing the upper most layer of the skin to become thicker.More various body butter visit: www.vegantreeowl.com.au

[Affordable SEO Company]

Very very informative and useful post. Thanks for it...

[local seo]

Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context.”

[the seo portal]

Am also feel that sponsorship is better as compare to advertisement of your products.

[Adidas Original Shoes]

on it good job i am happy for you congrats on that bro

[perry mason dvd box set]

That is so true! Thanks for the article. I know this from my experience too.Thank you for your participation in our blog, and together we can reference the complex problems; Hope to meet you in the next time. The job is very suitable for you.

[the muppets dvd box set]

whether a blog is nice or not? I always judge this by feeling if what he says is meaningful or senseful or not. You provide such an informative blog and what you provide is useful. Thank you for sharing your knowledge. Keep it up!

[cheap nike free]

Youre zo geweldig, man! Ik kan niet geloven dat ik miste deze blog zo lang. Het is gewoon leuke dingen rondom. Uw ontwerp, man ... ook geweldig! Ik kan niet wachten om te lezen wat youve volgende kreeg. Ik hou van alles wat youre zeggen en willen meer, meer, MEER! Ga zo door, man! Het is gewoon te goed.

[replica watches]

Herbert Nitsch in addition deeds as part-occasion pilot pertaining to Austrian Air carriers Group. This kind of tough occupation involves in high spirits stability similar as well as risk avoiding mind-set, that helps them to achieve his challenging objectives throughout cost-free-going.

[replica hermes birkin]

I really appreciated the read and shall be dropping by from time to time now.

[טויוטה קורולה]

Great and informative post shared by you regarding market and their shares in the public sector in ads. This video is understand us about stylish ads.

[summer]

http://10amshop.com

[HCG Diet]

I am reading your blog for the first time and I must say your approach is different. What sets bloggers apart is how they connect to their readers; you really connected with me. Great post!

[cheap jordans]

Very happy to see your article, I very much to like and agree with your point of view. Thank you for sharing. At the same time,i love best pram very much .Welcome to look at my website and blog articles.Hope we can become good friends, and exchange and to help each other! Thanks!!

[vibram five fingers]

Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship

[Virtual Data Room]

Very very informative and useful post. Thanks for it...

[golf shafts]

Thanks for sharing the pie information.

[Facebook Customize Fan Page]

The comparison shows the difference of the both clearly. No need to explain that the sponsorship is more important than the ads.

[goodyear limos]

Survey shows it very clear.