As a rich-media creative technology company, we have seen a big uptake by our partners for sponsored content ads. As a news media organisation, it makes sense to leverage your content creation capabilities to find the best methods of distributing and monetising your unique content.

We wrote about sponsored content and the opportunity to incorporate content into display ads as a revenue-driving opportunity. In a similar fashion, incorporating audio files into display ad units as part of a podcast ad unit can offer unique benefits of new, fresh content experiences for users. This enables publishers to use a unique, innovative method to expand more deeply into this new channel of audio content.

The market

There is no question that audio and podcasts are in fashion. According to IMARC insights, the global podcasting market is expected to exhibit a compounded annual growth rate of 26.9% between 2023 and 2028.

When it comes to advertising in the form of pre-, mid-, or post-roll of audio content, Statista states that, in 2023, U.S. podcast advertising revenue will be approximately US$3.5 billion — a majority when compared worldwide.

The growing utilisation of Artificial Intelligence (AI), increasing demand for podcast advertising, and rising popularity of developing better content represent some of the key factors driving the market, as well as the need to repurpose and utilise that content.

Podcast ads are audio advertisements that are integrated into podcasts, reaching listeners who are engaged and attentive. They can be dynamically inserted into podcast episodes or read by the podcast hosts themselves. Podcast ads are effective for reaching a specific niche audience and have the advantage of being less intrusive compared to other forms of advertising.

However, for a publisher to take advantage of this form of monetization, the business of setting up streaming content and delivering it through major services such as Spotify and Apple requires distribution and linkage through owned and operated properties. Or publishers can set up a new channel.

On the other hand, display ads could be an interesting new channel for podcast ads and content from local advertisements in one mixed-media ad format.

This is a new, innovative format for your clients without having to generate a lot of new work or business units to support the effort.

Examples

The examples below are some of the innovative formats local publishers can used to deliver high-impact podcast display ads.

Basic brand drivers

Audio display ads for podcasts can take the form of an International Advertising Bureau (IAB)-sized ad or a responsively fluid high-impact banner. Listen rates range from 0.5% to about 2%. These have proven to bring click-through rates up more than 20% on the campaigns run by ResponsiveAds with its audio partner Adsonica.

View the IAB pack and responsive leaderboard ad (10 x 1/3 x 1).

View the IAB pack. The responsive fluid 250H ad sizes are 1440 x 250, 768 x 250, and 450 x 250.

View the IAB pack. The responsive fluid 250H ad sizes are 1440 x 250, 768 x 250, and 450 x 250.

Content portals and carousel ads

This format creates a unique user experience. It features as many as 10 to 15 different podcasts with sponsored audio content. With a simple content upload and display design elements, these unique podcast display ads can be an interesting, new, innovative approach to podcast advertising.

View the responsive masthead ad (4 x 1/16 x 9) and IAB formats.

View the responsive masthead ad (4 x 1/16 x 9) and IAB formats.

View the responsive fluid 250H ad in sizes 1800 x 250, 768 x 250, and 450 x 250.

Benefits

Podcasts in display ads offer numerous benefits for publishers, making them a valuable advertising medium in the digital landscape.

Here are some key reasons why podcasts in display ads are great for publishers:

• Engaging content: Podcasts provide a highly engaging form of content, allowing publishers to capture and maintain the attention of their audience. By incorporating podcasts into display ads, publishers can deliver compelling and relevant audio content that resonates with users.
• Diversified revenue stream: Including podcasts in display ads allows publishers to diversify their revenue streams. By leveraging the popularity of podcasts, publishers can attract advertisers who are interested in reaching a new and attentive audience, leading to increased ad revenue opportunities.
• Enhanced user experience: When done well, incorporating podcasts into display ads can enhance the user experience. Non-intrusive, relevant, and high-quality audio content can keep users engaged while they interact with other parts of the Web site or app.
• Ad format innovation: Integrating podcasts into display ads enables publishers to innovate and experiment with new ad formats. This flexibility allows them to adapt to changing market demands and preferences, keeping their advertising offerings fresh and attractive to advertisers.
• Monetisation of existing content: Publishers who produce their own podcasts can monetise their existing content by incorporating relevant ads within their episodes. This additional revenue stream can help sustain and grow their podcasting efforts.
• Data and analytics insights: Podcasts in display ads offer valuable data and analytics insights. Publishers can gather metrics on audience engagement, listening habits, and ad performance, helping them refine their targeting strategies and optimise ad placements.

In conclusion, podcasts in display ads present a powerful opportunity for publishers to engage their audience, diversify revenue streams, and provide a valuable platform for advertisers seeking to reach niche markets. By embracing this advertising format, publishers can strengthen their position in the digital advertising landscape while offering a unique and enjoyable experience to their users.

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