Small Brands Shift Podcast Approach as Competition Grows
With fierce competition moving in from bigger companies, brands are trying to calibrate their podcast advertising strategy to fit today’s listener habits.
Acast, a podcast monetization company whose network includes popular shows like “The Adam Buxton Podcast” and “WTF with Marc Maron,” saw its sales grow 41% in the third quarter. “And that’s all new advertisers or bigger advertisers coming on board,” he said. “What I’ve been trying to do is bring in big advertisers, like the Capital Ones and the Coca-Colas,” said Greg Glenday, CEO of Acast.
While that influx of big advertisers is good news for podcast companies, it also makes it more challenging for small- to mid-sized brands to stand out in the space. After all, host-read ads became popular among startup and DTC brands initially because it was a relatively untapped space, and they gave listeners an authentic, direct call to action through a unique promo code.
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