Utilizing podcast advertising in building brand awareness

Abstract

Online audio programs, known as podcasts have been growing as a global trend for the last ten years. However, the production of these programs is often time-consuming and podcasters need to find ways to monetize their programs. Paid sponsorships that include audio advertising in the podcast episodes are a common way for podcast monetization. The niche-oriented, long-tail nature of podcasts allows advertisers to target specific audiences with tailored campaigns. The problem is that creating advertisements that are optimal for the advertiser, the podcaster, as well as the listener can be challenging.

This thesis aims to explore the different factors that can benefit or hamper the effectiveness of podcast advertising in building brand awareness. The literature review discusses parasocial interactions, media context, ad placement, the difference between traditional advertisements and host-read sponsorships, and the use of music.

The thesis concludes with managerial recommendations for both advertisers and podcast creators, serving as guidelines for creating podcast advertisements that elevate brand awareness. It is revealed that host-read advertisements enhance credibility and authenticity as opposed to traditional advertising. The contradicting theories about ad placement, media context, and the use of music in podcast advertisements are also discussed.