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There’s one key reason that brands are paying more money for podcast advertising: it works, especially as traditional advertising mediums have become increasingly less effective over the past few years.
Look at the traditional banner advertisement. According to DoubleThink, the average display ad click-through rate is 0.06%. Of course, this figure is a bit misleading, as different ad sizes and placement spots can change this number considerably, but even the best-optimized banner ad is unlikely to get more than one click per three hundred impressions. The banner blindness phenomenon has arisen as Internet visitors have grown wary of banner ads and started to tune them out.
Data shows that podcasting stands heads and shoulders above traditional display advertising.
So why is podcast advertising a more effective way for brands to gain attention? For starters, it offers several unique benefits:
Podcasting is a great way to promote your brand and products, but there are also plenty of things that can go wrong if you don’t know what you’re doing. In particular, there are three key steps to a successful podcast advertising campaign that every brand needs to be aware of:
“Ecommerce isn’t the cherry on the cake, it’s the new cake” – Jean Paul Ago
“Remember, every ‘mistake’ your customer makes, it’s not because they’re stupid. It’s because your website sucks” – Peep Laja
“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.” – Adam Audette
“Google only loves you when everyone else loves you first.” –Wendy Piersall
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