Session: Podcast Marketing – Insights & Strategies For Success - Sara Guerola, Media Bodies.

[Music] straight into our next speaker um which is podcast marketing insights and strategies for success so So today we're going to be talking about uh podcast Marketing in case you made a mistake as this is not the right place you're still on time um but um a little bit about me to know uh who's speaking so my name is Sara I'm a chief growth officer at media bodies which is an influencer and podcast marketing agency um I fell in love with the gaming industry uh 13 years ago I have a few exes social point

f plus and bamco uh recently I joined the media bodies um through these years um one of my biggest areas of expertise has been uh how to track uh this non-conventional user acquisition channels so basically focusing on how we can crack the code how can we track this and how can we make it efficient for a proper marketing mix so a little bit of a summary of what we're going to going to be seeing today um some of the latest uh data about podcast marketing um why podcast why is it interesting um how to set up a campaign uh and then how to measure and how we can optimize it so to jump in some of the latest data on podcast marketing um uh we can say that uh the ad span on H podcast marketing has been increasing year-over-year by an average of 22% % um at the same time on 2024 the

outload went from 6.44% to 7.19% which means the outload so you have an idea it's um the ads per episode that we can find so this has been increasing as well uh specifically on the gaming span uh quarter over quarter this has been increasing um 3.6 times and uh something that I like to look at it's what is they doing me I'm a millennial so I don't know much about them um and what I do know is that they are the trend Setter they are internet generation so following maybe what they're following it can be a good hint for us um so basically this is some Spotify um information but so basically following what uh genes are doing like they say that 61% of the monthly podcast listeners that are genes they want the

prod product or service after uh hearing at podcast ad um 44% said that they used a promotional code from a podcast ad and 43% purchased a product or a service and 42% they recommended to friends and family which I think it's a very interesting data um basically podcast it's a fast growing medium and so it's it really makes it um forward-looking uh investment so it's definitely that we want something to to to be looking at and to follow closely so why podcast so many companies have been saying that they've been shifting a little bit uh on their marketing uh mix um from Pure Performance channels to non uh traditional user acquisition channels to diversify a little bit their strategies and to make sure that they they put less Reliance on the traditional core channels

so usually uh we have the core performance channels which Tik Tok well let's see Google Facebook and inab ads uh then we can support these in our marketing mix as well uh with some engagement channels which is like uh longer formats uh more interactive Community Building such as twitch or YouTube gaming and then we have un Reddit and then we have uh advocacy channels which that can be podcast and influencer marketing which basically they they help to bridge uh the bridge between performance and engagement channels which is still measurable and basically it can uh deliver a very trusted messaging so in my opinion it's very 2019 just to stick with the core channels like we there's many companies that they've been struggling like they have one hit game uh since many years and now UA it's uh it's an uphill bottle

uh cpis are going up uh users are going down and so basically to diversify and to try to find ways um to basically leverage your brand to to be out there in a different way and so on it's something that it's it's working very very well and there's many many companies that are realizing this and so that's why they are expanding their marketing Mi but let's say we decide we we want to kick off a podcast campaign what do we have to do so first of all we need to have very very clear goals why because sometimes like it's true that we we might be like oh yeah maybe I want to try this but I don't know exactly what we want to what I want to expect from it so basically uh making sure that we know our goal if it's user acquisition if it's brand awareness um and then of course uh for the budget same like oh I have some spare budget I don't know where to allocate it maybe I could test it here or there but we need to be H very very uh clear on um how relevant

this budget is for our goal and also we need to be um very certain if this budget is going to be good uh to move the needle for our product like if we have a product that's that has like a very a big uh um installs in the US like a large number of installs in the US like we cannot just spend some pinets uh because of course that we're not going to be able to uh to move the needle so we need to make sure that the budget we're spending is relevant for it and it's obvious but as well as well for the target audience uh that it's aligned with your goals and the target audience that it's aligned with your product and then of course creative so for podcast we only have the audio it's very important that like all the elements that H contribute to the creative are as well very uh well thought such as the call to action the tone of voice etc etc and finally when we have all of these very clear we can finally set up the campaign and we can guide you through okay what's the genre the audience

targeting of the campaign uh what's the app placement and budget allocation and finally um how the attribution and the tracking is going to uh is going to look like but speaking about attribution and tracking we can jump into the understanding how the campaign measurement Works uh which is something as well like maybe have it clear beforehand um so some of the attribution methods um basically podcast goes uh it's like an IP device matching so basically it's a probabilistic attribution where that we can enhance through other um ways such as promo codes or URLs to have a more deterministic approach as well and to basically be able to compare the data um and finally there's many companies that also they choose to um to double check the data as well with an in-house analysis so if you have these capabilities are also great is also great uh in terms of granularity um basically podcast they can um Target uh G on the and demo segmentation but at the same time I don't know if any of you

has run CTV which is more mostly a a household H um level but in um in podcast marketing it's at a listener level um some tech considerations to have uh very clear as well before starting so knowing that the attribution window it might vary from what we're used to so up to 30 days uh it can be a good attribution window for podcast marketing why because it has a longer shelf life so for example there's um ER I download a podcast and I don't listen to it now I'm going to listen to it like in 10 days so we need to make sure that we have this in mind as well and some of the data tools that are going to be useful um for us to know to measure the campaign to know how everything has been working um so there's like Spotify analytics which is the the one that probably more popular but there there are others uh that have very similar ways of measuring with some little differences here and there uh but all of them work with a pixel tracking and basically uh this can help us to

leverage our campaign by um optimizing it through and having all the kpis that the through the pixel tracking we can get so uh Ras conversion rate cpis average revenue per user whatever that can be and ultimately uh this can also help us to um iterate in terms of creatives so how can we optimize what are the areas that we can optimize in a podcast campaign so obviously the audience targeting um we will deliver like a detailed uh an analysis and report about it and so basically we will identify what are the GEOS and what are the what is the demographics that are working better for your product um in terms of verticals or shows uh if it's um I don't know you have a female game and True Crime it's usually one of the verticals that are that is performing better so we will also have an extensive kpi report on what's been working better for each one

of the verticals um so you have like a not just a overview but also like a detailed information um on each one of the kpis and how each one of them has been impacted by um many elements on the creative and AD format um we also um analyze the creatives that you had so if it's an audio um there's many many um ways that we can uh dissect uh your ad so for example the uh the tone of voice the talking points the voice type the ad length what type of call to action things like this and so basically we put together a creative um report that will tell you um which elements uh are impacting the kpis by vertical and of course the placement when we talk about placement it means many things so either um it's a baked in art for U um a long periods uh campaign

or if it's a dynamic ad at the same time we can also run programmatic or non-programmatic for a more handpicked approach um and so all are all of these are things that we can basically tailor for uh the following media plan to tell you how the campaign has been uh performing and then optimize uh towards that direction as well and ter of tracking there's many people that probably for podcast it's something very new but maybe they're more comfortable with influencer marketing so uh there's uh I don't know if you heard but there's it's growing there's the podcast that are um seen on YouTube so basically are recorded right and it's a medium that it's growing a lot as well so I don't know if you've done any influencer marketing but it's also very interesting because uh some companies they are more comfortable doing this first before trying uh just like regular podcast um adding a tracking link uh in a video in YouTube and then basically you can just uh treat it as if it was influencer marketing uh it's also a very very good

choice to start and so it's a way of also giving it a more deterministic approach as we said um that podcast H mainly it's going to be H probabilistically attributed and then finally uh with all these elements we're going to be having uh them into considerations to have a tailored media plan and um and to have to make sure that we are allocating everything accordingly to your needs and to your product and this is uh to to finalize uh this is just an example of a casual mobile game this is a client of us we cannot uh we cannot disclose the name uh but basically this is an example on how um we've been tracking like we've been working for them for the past two years with them for the past two years um on a monthly basis they've been running uh podcast campaigns and so here as you can see how we've been hitting the target RI uh and exceeding it uh month over month

except for just one month in June um and then this is an example of what I was saying when we're talking about H creative reports so this is for example H how the tone of voice is impacting conversion rate so we can see okay light-hearted informative casual and so what uh type of H tone of voice it's impacting this better and so with with this we can do it with many other elements and that's what we do and basically at the end of it what we want to have is something like this so for example we have verticals like true crime or comedy and then we can see okay um what is the ad formula that works better for the average revenue per user for each one of the verticals it's what type of talking points are working better as well so the gameplay personal experience and and maybe in comedy it's something different and then looking into other kpis such as conversion rate um same ver It Go but as well uh being able to tailor one at uh per vertical

and one at also depending on what kpis are uh the ones that are more important for you so yeah I don't know if you have any questions H but uh yeah I hope um I hope it's clear and I'll be around if you also have any questions uh later you can reach out to me thank you very much thanks Sarah that was a great presentation um quick question about the creatives so uh is there a big difference or do you have the host of the podcast actually read the ads as opposed to creating them separately with other voice actors yes so this is

actually one of the elements as well that we take into consideration where we analyzing um the ad H it can be host red or produce red right so basically if you are producing the ad either if it has music or not like sometimes as well the host can add music or maybe not so these are the things that we are analyzing at the same time how is it read uh so for example the tone of voice um it's definitely these are definitely part of the of the of the creatives that are impacting uh the creatives and so we analyze everything together and everything separately and then we can just have like proper formulas for um each one of the of the verticals and each one of the kpis let's say great thanks question um I was wondering is there um much of a difference between ads that are in podcasts that are Audio Only or as opposed to also video podcasts cuz I know um for me we do a podcast every week and we found that

once we switched to video and numbers actually went up so I don't know if there was a difference if people like to see who's talking so for what I know um the podcast on video it's it's growing massively and like YouTube said that actually the what the format it's it's big on Spotify but it's even bigger on YouTube um and yeah something that we've seen is that there's definitely like way more interaction when um the podcast it's on video as well so usually how we track it there's also like a pixel uh the pixel integrated but at the same time there's a portion of the people that we can see how much people like they've watched um or they listen to the podcast watching it let's say that makes sense um but and it's definitely something that we've seen that for example because we also uh we are also an influencer marketing agency we can compare uh how the impact that we that we are seeing on podcast YouTube and

just regular influencer marketing campaign um how this Compares and what we can see is like it's a very it's very similar and an influencer marketing like if the campaign it's on right like the impact can be massive so we believe that there's more interaction it's a little bit more uh fluid in a way um than just like having uh people listening into it it's a to us it's a very uh recommended uh format and we highly encourage people especially if it's the first time that you're doing podcast to try this formula as well thank you thank you so much can we have a big round oh was another question I think we yeah we've got time um hi that is great presentation by the way thank you um how do you find the podcasts to actually advertise in I mean yeah where where are the is there database lists of them or yeah so there's Publishers and networks basically and they have like uh their pool of um their inventory of podcast of Spotify has a list of SP Spotify it's

one of them but like there's uh Publishers probably you haven't heard the name but like okay but it's like yeah there's like serious uh there's a out large there's like a series of networks that basically they work with a a huge network of uh of um Spotify show Spotify sorry podcast podcast shows and basically we hire them and um and we have very um uh good relationships with all of them and basically uh it's kind of similar way on how influence marketing Works basically like there's an agency that has a a pool of influencers that they represent and everything and then basically you're like okay we usually work with them so we have special prices as well and things like that so yeah yeah thank you thanks have a big round of applause please