Podcasts and New Media Advertising

*This post is edited from the original, which was featured on Socialnomics.

I can personally say the way I consume media has drastically changed. I watch TV on Netflix or Hulu and don’t have cable. I enjoy original shows, clips, and programs on YouTube, listen to music on Spotify or Songza as well as one of the most unique new forms of entertainment; podcasts.

The podcasts I enjoy are simply digital copies of audio/radio broadcasts and interviews. My constant favorite for the past few years is the Nerdist Podcast which is great for entertainment purposes as well as stuff like the Smart People Podcast, Reply All, or Nerdette, which all have some great thought provoking content. What I think is the distinguishing feature of podcasts is how I am able to consume them. I can download them onto my smartphone, listen to them in the car or on the go with headphones while I work out for example. It’s awesome, original content coming out all year that is experiencing a boom recently, which in turn is a great opportunity for advertisers to create a unique relationship with their audience.

According to recent findings, at least 29% of Americans listen to audio podcasts (clumping in video bumps this number up), which is a sizable chunk consuming podcasts of all varieties on an array of topics. This means that consumers are getting on demand entertainment, news, and discussion on what they want most, creating a unique experience for them every time they listen. I know with the Nerdist Podcast, I feel like I’m catching up with friends when I listen to the podcast so whenever they talk about something, I follow up and heed their opinions. Check out these recent metrics that back up that sentiment:

  • 67% of podcast listeners don’t mind sponsorship messages and occasionally find them useful, compared to only 6% positive sentiment expressed for the advertising approaches of television or commercial radio.
  • Nearly 80% of podcast consumers (responding to the survey), agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.
  • Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context. (For the rest of the findings, click here)
Although I’m mostly highlighting podcasts here, it is clear that with this being a huge "new media" format, other mediums like music streaming sites and video streaming sites cater to the same sensibilities. We don’t want to be fed phony ads any longer. If I’m looking to buy a camera, I’m going to ask my friend who knows about cameras or reference customer reviews at the very least. Consuming is social and the advent of on-demand entertainment is linked with that. Advertisers should take notice and start to take advantage of this new possibility to create a more authentic, genuine connection with their customers.

Thanks for stopping by!

Pocket These Podcasts: What I'm Listening To Lately

SCOI0065-summary-icon-100x100 Podcasting has been experiencing a renaissance recently. With the continued success of some foundational shows and the current breakaway success of some few shows, podcasting has become more mainstream in a big way. The quality is increasing, the topics or more nuanced and deep, and the audience is growing exponentially. I've been a fan of the medium for years now, and I'd like to share a few of the awesome new shows I've been listening to lately.

Startup Podcast

I was recommended this show by the incomparable Tom Krieglstein and have enjoyed following along with the story. It is basically the journey of a guy (Alex Blumberg) following his heart, starting a business (podcast network in this case) and his trials and tribulations. He is authentic and reflective throughout the whole process. He makes some mistakes, fumbles a bit, but eventually reaches his goal. It is a great look into how a startup might come to be today, and has some great tips for those interested in doing the same. Even if you're not thinking about starting a business, the story is still entertaining to listen to, so I definitely encourage you to check it out.

Invisibilia from NPR

This is a relatively newer show compared to the others on this list. As the name might suggest, the show examines the invisible forces that influence our lives. While there have been only two formal episodes, you can find a guest episode on This American Life and the two episodes that have been released are fascinating. The premiere episodes was on thoughts, their power, and the history of our understanding of them. The most recent episode is about fear. I'm really intrigued to see where the show goes from here!

Nerdette Podcast

I'm not sure how I originally stumbled across this show, but I'm glad I did. It's a NPR podcast out of Chicago that is a short snippet of interviews, nerdy Q&As, and their signature segment, nerd confessions from their audience. The confessions range from the humorous to the deeply emotional and are amazing since their listeners feel comfortable enough to share them out with the world on their show. If your into smart, nerdy things and good conversations, check this show out. It's light, engaging, and perfect for a listen on your commute or during your lunch break.

Honorable Mentions: Serial (obviously), Nerdist, How Did This Get Made?, School of Greatness, Smart People, This American Life, Freakonomics, Invisible Office Hours, Reply All

What I'm Geeking Out About This Week - 08/01/14

Geek-and-proudHey there!

Welcome to another week in my life of perpetual geek outs. Check out what I've been into lately:

I'm surprised I haven't highlighted Songza here before, but I wanted to give it a shoutout since I have been jamming to various playlists a lot lately due to my new job. I enjoy some soft, easy listening music on in background while I plug into a project. For those who are unaware, Songza is a free music streaming service whose cool, unique feature is having a "concierge" service that serves up music contoured to your current context. Having a lazy Sunday morning? Songza gives you a few different choice playlists for that particular occasion. It is so spot on and awesome that I have been utilizing Songza pretty exclusively as of late. I also discover some great stuff through them too. Definitely give it a try whenever you need something to listen to next.

I just got turned onto this podcast by a friend of mine and I've listened to a few choice episodes from their library so far. I love their casual, fun feel (which is what I always enjoy in podcasts) as well as their classic informative, engaging, NPR sort of vibe. They have a solid slate of episodes so far that should connect with anyone's specific geekdoms, be it space, technology, science, or film. I particularly enjoyed their episode with Richard Linklater about his recent movie, "Boyhood". I'm always about sharing great podcasts with the world so here is one more for you all!

The other day, I had two very diverse things I wanted to get; a new business card holder for my desk and an anniversary gift for my partner. I was able to get these two things in original, awesome forms that I know I couldn't have found anywhere else. I don't explore Etsy nearly enough for stuff and this experience furthered my commitment to change that. Etsy is great since it is a storefront for anyone to post up a shop with their handcrafted goods to sell online. There is everything from jewelry to clothing, trinkets to art. I highly recommend it, especially for the next time you are having difficulty find a gift for someone. You'll find something really cool on Etsy, I guarantee it!

Thanks for stopping by!