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.
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:
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.