Podcasts are generally thought of as an audio only channel but listener behavior is rapidly changing. According to a recent survey, 46% of active US podcast listeners prefer to watch podcasts as they listen, compared with 42% who just listen.
Why this preference?
The reason – 51% of listeners enjoyed the physical expressions and reactions of the hosts and guests.
Furthermore, 2023 was a banner year for YouTube as a podcast destination as it has now become the most accessed destination for podcasts.
So, if you are thinking of running a podcast advertising campaign, you should definitely consider whether or not the podcast has a YouTube channel AND if they are creating video ads for their shows. If not, then you should reconsider your podcast sponsorship strategy.
That said, let’s dive into a few examples of what a podcast video ad can look like with actual b2b podcast campaigns. But before we do that….
There are three ways to go about creating a podcast video ad:
1/ Have the brand provide media assets the podcaster can use to overlay the audio ad script of the ad
2/ If there are no video assets to choose from, use a screen recorder tool to record various videos of the product’s videos on YouTube or their website
3/ The last option is to just record an audio ad script and have a static image of the brand during the recording
Oana Leonte is one of our podcasters in our b2b podcast network. The sponsor, Planable, provided video assets for the podcast campaign and Oana’s video editor made solid use of them. (fast forward to 10:57)
Matt Wolach is another podcaster in the B2B PodPros media network. While Dealfront did not provide video assets to use, Matt and his editor improvised and inserted various clips of the tool to create a top-notch podcast video commercial. (fast forward to 4:03)
Christian Dina from the Tekpon podcast (another podcast in our b2b podcast media network) used a static image to insert a video ad for Leadfeeder, the podcast’s sponsor. (fast forward to 2:30)
Call me crazy, but with YouTube now becoming the most utilized podcast listening platform for podcasts, it’s essential podcasts incorporate video ads into their episodes if they want their sponsors to get the best ROI from their podcast advertising initiatives.
👉 See how we are driving high quality leads for a SaaS brand that is doing $35M in ARR
Other posts around podcast marketing you might enjoy:
👉 The Ultimate Podcast Sponsorship Checklist
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