Companion podcasts offer brand opportunity for streaming services - Business Insider

  • 📰 BusinessInsider
  • ⏱ Reading Time:
  • 48 sec. here
  • 2 min. at publisher
  • 📊 Quality Score:
  • News: 22%
  • Publisher: 51%

Ireland News News

Ireland Ireland Latest News,Ireland Ireland Headlines

Ad-supported companion podcasts present marketers with an interesting opportunity to reach consumers — including cord-cutters:

In part, the interest is likely attributable to the fact that podcasts are a cheaper way of promoting popular IP than producing additional video content is. Also, the audience for companion podcasts is substantial: There are avid fans of TV and Movie podcasts in US households, according to Nielsen data — tied for No.1 among all categories surveyed.

Brands may also have the opportunity to retarget consumers who may have already engaged with their ads in a video environment, as there is a strong chance those listening to the podcast have also watched the show. And perhaps most appealing, advertising on a companion podcast might allow marketers to reach cord-cutters — for instance, advertising on an ad-supported Netflix podcast could give brands access to at least a portion of an ad-free show's audience.

Behind-the-scenes shows. Podcasts for shows like HBO's "Chernobyl" and Netflix's "Stranger Things" have focused on providing a deep dive into a show, with cast, writer, and director interviews. These shows are usually produced by the studio or streaming service, and advertising opportunities will likely be dictated by the producer's goal with the podcast: promote video content, drive revenue in its own right, or some blend.

 

Thank you for your comment. Your comment will be published after being reviewed.
Please try again later.
We have summarized this news so that you can read it quickly. If you are interested in the news, you can read the full text here. Read more:

 /  🏆 729. in İE

Ireland Ireland Latest News, Ireland Ireland Headlines

Similar News:You can also read news stories similar to this one that we have collected from other news sources.

Yum China CEO reveals why the company is tackling delivery in a completely different way from its rivalsYum China CEO Joey Wat told Business Insider why the brand refuses to outsource its delivery business to third parties.
Source: BusinessInsider - 🏆 729. / 51 Read more »

Kango: Uber rides for kids, with backing from school bus giant - Business InsiderKids can't take Uber and Lyft rides alone. A startup thinks it found the perfect solution — and has backing from the US' largest school bus company
Source: BusinessInsider - 🏆 729. / 51 Read more »

5 brands running Super Bowl commercials for the first time - Business InsiderThe Super Bowl's massive audience is a huge draw for advertisers. Here are 5 brands running Super Bowl commercials for the first time in 2020.
Source: BusinessInsider - 🏆 729. / 51 Read more »

BT and Stadia are teaming up to offer broadband customers free cloud gaming - Business InsiderBT unveiled a partnership with Google's cloud gaming company Stadia to differentiate its broadband offering with free access to cloud gaming content.
Source: BusinessInsider - 🏆 729. / 51 Read more »

EU will offer UK worse trade deal after Brexit than Canada or Japan - Business InsiderThe EU is planning to offer UK Prime Minister Boris Johnson a much worse trade deal than it has given other countries. You mean the Tory Government is ignoring all the rules that would make a decent deal possible. UK does not need the EU, the EU needs the UK.
Source: BusinessInsider - 🏆 729. / 51 Read more »

Comcast is set to report earnings before the bell. Here's what the Street expectsComcast's fourth-quarter earnings come one week after it unveiled its new streaming service, Peacock.
Source: CNBC - 🏆 12. / 72 Read more »