<p>When defining your audio ads strategy, think about how audio maps out with someone’s day: where does audio fit in their day?</p>

💎 How audio maps out with someone's day?

<p><strong>One of the biggest ways brands have been using audio is for storytelling</strong>. Most audio ads are over 30 seconds, which is quite different from the “keep it short” mentality on other channels. It’s especially useful for <strong>new products, or to change your brand’s perspective</strong>.</p>

💎 Audio ads allow for storytelling

<p><strong>The strength of programmatic for podcast ads is to reach a specific audience</strong> <em>(e.g. 18-24, interested in sports, interested in gaming)</em> and tapping into more niche podcasts, sometimes some you haven’t even thought about. There are podcasts on everything.</p>

💎 Programmatic audio ads

<p><strong>The market in the US is huge</strong>, and the market is so different in terms of both audiences and brands. So being able to <strong>tap into podcasts that have a strong presence in a specific geo</strong> is a huge opportunity. It’s not like the UK where you can buy nationally.</p>

💎 US market is huge

<h2>
        ABOUT THIS EPISODE
    </h2><img src="https://production.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-gC6hWIl_OQs-kPrL9Dfo5iF.300x300.jpg" alt="The Power of Podcasts and Audio Ads for Mobile Marketers - Josh Brooks (M&amp;C Saatchi Performance)" title="The Power of Podcasts and Audio Ads for Mobile Marketers - Josh Brooks (M&amp;C Saatchi Performance)" width="128" height="128"><p>Josh joined M&amp;C Saatchi Performance in early 2021 to head up their Client Services and Planning teams. Josh has over 12+ years in media working both in London and in New York specializing in Media Strategy and Planning. Outside of work, Josh is an avid fitness enthusiast and even launched a workout happy hour program during his time at Group M. Josh is also planning on running the NYC Marathon this year.</p><div>Questions Josh Answered in this Episode:</div><UL><LI>What podcasts do you listen to?</LI><LI>What is the perception your partners have about podcasts as a performance strategy?</LI><LI>When is appropriate for a marketer to consider podcast advertising?</LI><LI>How do you figure out if a podcast has your audience or not?</LI><LI>How are podcasts priced?</LI><LI>How is measurement executed? Is it sufficient in its current form, or where do you think it’s going?</LI><LI>Do you see a future in which marketers across the board will start leveraging podcasts?</LI></UL><div>Timestamp:</div><UL><LI><a title="Click to play at 6:30" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#390" data-action="episode-seek-audio" data-timestamp="390" dir="ltr">6:30</a> Josh’s background</LI><LI><a title="Click to play at 10:40" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#640" data-action="episode-seek-audio" data-timestamp="640" dir="ltr">10:40</a> Planning and Client Services</LI><LI><a title="Click to play at 16:10" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#970" data-action="episode-seek-audio" data-timestamp="970" dir="ltr">16:10</a> Client attitudes on podcasts</LI><LI><a title="Click to play at 18:45" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#1125" data-action="episode-seek-audio" data-timestamp="1125" dir="ltr">18:45</a> When are podcast ads the right fit</LI><LI><a title="Click to play at 21:42" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#1302" data-action="episode-seek-audio" data-timestamp="1302" dir="ltr">21:42</a> Deciphering the audience of a podcast</LI><LI><a title="Click to play at 26:01" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#1561" data-action="episode-seek-audio" data-timestamp="1561" dir="ltr">26:01</a> Leveraging audio creative</LI><LI><a title="Click to play at 29:39" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#1779" data-action="episode-seek-audio" data-timestamp="1779" dir="ltr">29:39</a> Performance metrics for podcast ads</LI><LI><a title="Click to play at 34:22" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#2062" data-action="episode-seek-audio" data-timestamp="2062" dir="ltr">34:22</a> Josh’s forecast of audio ads</LI></UL><div>Quotes:</div><p dir="ltr">(<a title="Click to play at 11:50" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#710" data-action="episode-seek-audio" data-timestamp="710" dir="ltr">11:50</a>-<a title="Click to play at 12:06" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#726" data-action="episode-seek-audio" data-timestamp="726" dir="ltr">12:06</a>) “You can read and read data over and over, but if you can't then turn that into a strategy or go, ‘How am I going to use that to execute my media plan,’ that can be a really big challenge. And I think that’s what we pride ourselves on at this agency, is being able to combine those two to tell compelling stories for our clients.”</p><p dir="ltr">(<a title="Click to play at 35:57" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#2157" data-action="episode-seek-audio" data-timestamp="2157" dir="ltr">35:57</a>-<a title="Click to play at 36:12" href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#2172" data-action="episode-seek-audio" data-timestamp="2172" dir="ltr">36:12</a>) “Smart speakers are going to grow this podcast industry in the next few years because people’s behaviors are now changing. People feel more comfortable saying to Alexa, ‘Alexa, buy me this,’ or, ‘Alexa, can you find me this?’ And so as that becomes more the norm, this is where audio is going to play a really strong position in that.”&nbsp;</p><div>Mentioned in this Episode:</div>

Not many experts talk about audio and podcast ads. This was insightful!

00:40:00 - Josh joined M&amp;C Saatchi Performance in early 2021 to head up their Client Services and Planning teams. Josh has over 12+ years in media working …

philosophy

Philosophy

personaldevelopment

Personal Development

marketingandsales

Marketing & Sales

product

Product & Design

<p>Josh joined M&C Saatchi Performance in early 2021 to head up their Client Services and Planning teams. Josh has over 12+ years in media working both in London and in New York specializing in Media Strategy and Planning. Outside of work, Josh is an avid fitness enthusiast and even launched a workout happy hour program during his time at Group M. Josh is also planning on running the NYC Marathon this year. </p>

<ul><li>What podcasts do you listen to? </li><li>What is the perception your partners have about podcasts as a performance strategy? </li><li>When is appropriate for a marketer to consider podcast advertising? </li><li>How do you figure out if a podcast has your audience or not? </li><li>How are podcasts priced? </li><li>How is measurement executed? Is it sufficient in its current form, or where do you think it’s going? </li><li>Do you see a future in which marketers across the board will start leveraging podcasts? </li> </ul>

<ul><li><a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#390">6:30 </a>Josh’s background </li><li><a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#640">10:40 </a>Planning and Client Services </li><li><a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#970">16:10 </a>Client attitudes on podcasts </li><li><a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#1125">18:45 </a>When are podcast ads the right fit </li><li><a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#1302">21:42 </a>Deciphering the audience of a podcast </li><li><a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#1561">26:01 </a>Leveraging audio creative </li><li><a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#1779">29:39 </a>Performance metrics for podcast ads </li><li><a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#2062">34:22 </a>Josh’s forecast of audio ads </li> </ul>

<p>(<a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#710">11:50 </a>-<a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#726">12:06 </a>) “You can read and read data over and over, but if you can't then turn that into a strategy or go, ‘How am I going to use that to execute my media plan,’ that can be a really big challenge. And I think that’s what we pride ourselves on at this agency, is being able to combine those two to tell compelling stories for our clients.” </p>

<p>(<a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#2157">35:57 </a>-<a href="https://www.listennotes.com/podcasts/apptivate-app/the-power-of-podcasts-and-kPrL9Dfo5iF/#2172">36:12 </a>) “Smart speakers are going to grow this podcast industry in the next few years because people’s behaviors are now changing. People feel more comfortable saying to Alexa, ‘Alexa, buy me this,’ or, ‘Alexa, can you find me this?’ And so as that becomes more the norm, this is where audio is going to play a really strong position in that.”  </p>

The Power of Podcasts and Audio Ads for Mobile Marketers - Josh Brooks (M&C Saatchi Performance)

💎 How audio maps out with someone's day?

💎 Audio ads allow for storytelling

💎 Programmatic audio ads

💎 US market is huge

Related collections

Other curated ideas on this topic: