How to leverage podcasts in a communication plan?

This presentation was made for the Belgian Market at the UBA (United Brands Association) session on podcast advertising where Victor Leygues, Global Director of Marketing, was invited as an expert in podcast advertising.

Podcasts are undoubtedly a great way to advertise. Our research results in France are entirely aligned with the one of Trust Media with Universiteit Antwerpen in Belgium and show that:

• Podcasts are the BEST medium in terms of attention to advertising,
• Podcast ads are much more appreciated than other online ad formats such as video or display, perceived as more intrusive,
• Combining all forms of digital audio brings an outstanding incremental reach to FM radio,
• The reach of podcasts is stronger within younger generations.

Combine the 3 main dimensions of digital audio (podcast, online radio, and music streaming) and get both attention and scale! Podcast advertising is not the shiny new thing anymore… The days when it was part of an innovation budget are over. Digital audio must now become a mainstream investment in your media mix.

Answer a few questions to determine whether you should conduct host-read or announcer-read campaigns.