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The Pit and Pod is the weekly blog of the Archaeology Podcast Network full of updates, news and opinion. Written by co-founder Tristan Boyle and special guest writers.
By Madi Weingardt
With our audience continually growing, we want to make our advertising services as comprehensible as possible for potential advertisers.
If you have a product or service that you want to promote, keep reading! We answered some important questions about the purpose and benefits of podcast advertising.
First, what is a podcast?
A podcast is a digital audio recording that can be played on computers and mobile devices. Pretty straightforward, right? These digital audio recordings are called episodes. Each episode is part of a specific show, and each show has a minimum of one host, who creates the content for the show. For example, our network has 20 shows: 11 active and 9 in our back catalogue. Each show has its own unique theme related to archaeology.
For advertising purposes, another important term is a download. Downloads occur every time someone listens to an episode from a show. Rates for podcast advertising are usually based on the number of purchased downloads.
What is the point of a podcast?
People across the globe have integrated podcast listening into their daily routine, indulging in an opportunity for free education or entertainment. Its convenience allows listeners to enjoy their favorite shows during different times of the day in various places.
Are podcasts gaining popularity?
Undoubtedly podcasts are becoming immensely popular, and the number of listeners will keep growing. People from across the globe are familiar with podcasts. According to Podcast Insights, 50% of U.S. homes alone are podcast fans. That’s a whopping 60 million homes!
How popular is the APN?
When it comes to the APN, our number of listeners is continually rising. Right now, our network has an average of over 70,000 downloads from our listeners per month.
So, why should I advertise on a podcast show?
The connection between podcasts and advertising has grown in importance over the years. It’s become a mutually beneficial relationship.
The advertising industry is utilizing podcast shows as an effective option for promoting their clients’ products or services. But what makes these ads so effective? A significant factor is podcast listener behavior. Listeners show a sense of loyalty and high retention rate with their shows. Statistics from Podcasthosting.org state that 93% of listeners listen to all or most of each podcast episode. In addition, 81% of listeners pay attention to podcast ads. For this reason, listeners are more likely to make a purchase after hearing the ad, and clients can experience a solid return on their advertising investment.
While the advertising industry recognizes the usefulness of podcasting, podcast creators are reaping the benefits, too. Podcasts are generally free to the public, but that doesn’t mean that creators aren’t paying a cost. To name a few, there is the cost of studio time, equipment, and editing. That eventually adds up. With advertising, content creators can make a profit – even if it’s small – to comfortably maintain their shows for listeners’ pleasure, while promoting products and services they believe in.
What are the benefits of advertising on the APN specifically?
We know how important affordability is. We want to give you a lot of bang for your buck. An example of this is our first-time client discount. Reach out at any time for our current advertising rates!
Our audience is very niche. Our band of archaeology fanatics is dedicated to our network and will express great interest in brands that acknowledge the importance of free archaeological education.
Our network has a large variety of shows to choose from for your ad. While listeners are streaming in, you can pick which unique show will best complement your product/service.
Our advertising process is simple and straightforward. After expressing your interest, we will walk you through the steps. We aim for your satisfaction every time!
Your investment is going to a worthy cause. Archaeology gives us insight into the past, teaching us how to understand cultures, humanity, and the world around us.
Hopefully this article has been helpful, whether you’re a newbie in the podcast realm, an advertiser, or just a curious reader. For any further questions about advertising on our network, please email advertising@archaeologypodcastnetwork.com and let’s talk!
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Please contact tristan@archaeologypodcastnetwork.com for more information