Trends in Manufacturing Advertising: Podcasts

[dot_recommends] June 7, 2021 Manufacturing Marketing Tactics

3 Reasons to Add Podcasts to Your Advertising Mix

shows a graph from 2008 to 2020 with monthly podcast listening by percentage of the U.S. Population 12+ years old. 9% listened to podcasts in 2008 and 37% listened to podcasts in 2020. This is why trends in manufacturing advertising include the increased use of podcast ads.

B2B spending on print advertising continues a steep decline, -9.82% from 2019 to 2020. So where are manufacturers spending their advertising budget now? Podcasts have emerged as one of the hottest trends in manufacturing advertising. The monthly podcast listeners grew 16% from 2019 to 2020, making this media a good way to reach your audience.

Does the manufacturing buyer listen to podcasts?

In short, YES! Numerous podcasts cater to B2B audiences. Over 104 million people in the U.S. listen to podcasts at least once a month. 68 million listen weekly. And it’s not all young people. 40% of adults 35 to 54 years old listen to podcasts. Some of these listeners will be members of your target audience.

The key is finding the right podcast for your company. For starters, look at the following criteria:

  • Listeners per episode
  • Listener demographics
  • Budget
  • Podcast content focus
  • Available advertising spots
  • Host interests

Top 3 Reasons to Add Podcasts to Your Advertising Mix

1. Podcast ads reach targeted audiences for better ROI. At $22 to $31 per 1,000 listeners, podcast advertising costs more per listener than radio. But radio ads deliver the greatest ROI for industries that cater to wide audiences, like fast food and mass merchandisers. So, for manufacturers, it makes more sense to identify podcasts likely to appeal to your target audience. Podcasts most commonly deliver ads to between 5,000 to 100,000 listeners per episode. And you can track ROI by including a unique URL for an incentive call to action in the ad.

2. You can provide a fully produced ad, or text-only copy. Podcast hosts often read advertisements, making them part of the show. Because the ads flow with the show, they tend to get heard by listeners.

3. Compared to other media, the concentration of ads is lower on podcasts. Often shows have only 1 or 2 ad spots per 30 minutes. Compare that to 5 ads every 30 minutes for radio. This means your message stays stronger and stands out more.

As a manufacturing marketing partner, we stay ahead of manufacturing marketing trends. If you’re looking at optimizing your sales-driven marketing, contact us to start a conversation.


Managing Partner

Managing Partner | + posts

With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.

Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.

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