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Why Podcast Ads Work Better Than Facebook & Google Ads
Manage episode 509982225 series 3449666
In this episode of Imperfect Marketing, I sit down with Eric Smith, President & COO of Incremental Media, to explore the world of podcast advertising and how businesses can leverage it effectively.
Eric shares his journey from Vox Media to building Incremental Media’s podcast division from the ground up. We discuss:
The Evolution of Podcast Advertising
- How podcast ads connect to traditional marketing like package inserts
- Why host-read endorsements deliver stronger trust and engagement
- The rise of podcasts as a core channel for brands seeking diversification
Demystifying Podcast Attribution
- Why promo codes only tell part of the story
- How tools like Podscribe bring digital-style tracking to podcasts
- Understanding the real ROI of podcast campaigns
Finding the Right Fit for Brands
- Why “considered purchases” outperform impulse buys
- How niche podcasts often deliver stronger results than large shows
- The importance of testing across multiple categories—not just your own industry
Getting Started with Podcast Advertising
- Practical steps to launch a test campaign
- Budget flexibility and how to avoid overspending
- Why partnering with experts can help you identify the right shows
Key Takeaways for Marketers
- Storytelling and authenticity make podcast ads powerful
- Data and attribution tools are critical for measuring success
- Diversification matters—sometimes the best-performing shows aren’t what you expect
Connect with Eric Smith:
LinkedIn: https://www.linkedin.com/in/eric-smith-a0a07b54/
Website: https://www.incrementalmedia.com/
Whether you’re a small business owner curious about podcast advertising or a seasoned marketer looking to diversify your media mix, this episode offers valuable insights into harnessing the power of podcast audiences.
Are you ready to explore how podcast advertising could transform your business? Tune in to learn how to navigate this fast-growing and effective marketing channel.
Looking to leverage AI? Want better results? Want to think about what you want to leverage?
Check and see how I am using it for FREE on YouTube.
From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
Watch here
Chapters
1. Why Podcast Ads Work Better Than Facebook & Google Ads (00:00:00)
2. Welcome to Imperfect Marketing (00:00:54)
3. Eric's Journey into Podcast Advertising (00:01:44)
4. Benefits of Host-Endorsed Advertising (00:05:08)
5. Measuring Success with Attribution Tools (00:09:01)
6. Best Brands for Podcast Advertising (00:13:49)
7. Getting Started with Podcast Advertising (00:17:07)
8. Marketing Lessons and Final Thoughts (00:20:21)
311 episodes
Manage episode 509982225 series 3449666
In this episode of Imperfect Marketing, I sit down with Eric Smith, President & COO of Incremental Media, to explore the world of podcast advertising and how businesses can leverage it effectively.
Eric shares his journey from Vox Media to building Incremental Media’s podcast division from the ground up. We discuss:
The Evolution of Podcast Advertising
- How podcast ads connect to traditional marketing like package inserts
- Why host-read endorsements deliver stronger trust and engagement
- The rise of podcasts as a core channel for brands seeking diversification
Demystifying Podcast Attribution
- Why promo codes only tell part of the story
- How tools like Podscribe bring digital-style tracking to podcasts
- Understanding the real ROI of podcast campaigns
Finding the Right Fit for Brands
- Why “considered purchases” outperform impulse buys
- How niche podcasts often deliver stronger results than large shows
- The importance of testing across multiple categories—not just your own industry
Getting Started with Podcast Advertising
- Practical steps to launch a test campaign
- Budget flexibility and how to avoid overspending
- Why partnering with experts can help you identify the right shows
Key Takeaways for Marketers
- Storytelling and authenticity make podcast ads powerful
- Data and attribution tools are critical for measuring success
- Diversification matters—sometimes the best-performing shows aren’t what you expect
Connect with Eric Smith:
LinkedIn: https://www.linkedin.com/in/eric-smith-a0a07b54/
Website: https://www.incrementalmedia.com/
Whether you’re a small business owner curious about podcast advertising or a seasoned marketer looking to diversify your media mix, this episode offers valuable insights into harnessing the power of podcast audiences.
Are you ready to explore how podcast advertising could transform your business? Tune in to learn how to navigate this fast-growing and effective marketing channel.
Looking to leverage AI? Want better results? Want to think about what you want to leverage?
Check and see how I am using it for FREE on YouTube.
From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
Watch here
Chapters
1. Why Podcast Ads Work Better Than Facebook & Google Ads (00:00:00)
2. Welcome to Imperfect Marketing (00:00:54)
3. Eric's Journey into Podcast Advertising (00:01:44)
4. Benefits of Host-Endorsed Advertising (00:05:08)
5. Measuring Success with Attribution Tools (00:09:01)
6. Best Brands for Podcast Advertising (00:13:49)
7. Getting Started with Podcast Advertising (00:17:07)
8. Marketing Lessons and Final Thoughts (00:20:21)
311 episodes
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