Sunday, April 2, 2017

A Glimpse into Podcast Ad Effectiveness


I’ve recently launched several websites to provide some insight into the process established at TWiT.tv and Artisanal Agency. Podcasting continues to grow as a medium, so it’s important for industry professionals to share what works and what doesn’t.
Edison Research and Triton Digital recently published the 2017 Infinite Dial consumer survey results*, which revealed that 60% of Americans 12 years old and above are familiar with podcasts, while 40% have listened to a podcast in the last month. That’s 67 million Americans tuning in monthly!
The survey also revealed that 40% of podcast audiences listen to the entire podcast episode, while 45% listen to most of the podcast. While that’s great news for podcasters, it’s reassuring for advertisers: yes, both pre-roll and interstitial ads have an audience.
Ad efficiency, however, was not included in the latest Infinite Dial survey, so I’d like to take a moment and share the 2017 TWiT.tv audience survey results. Every year, more than 20,000 TWiT.tv listeners complete TWiT.tv’s audience survey, and this year’s results show that 80% of listeners made a purchased based on a TWiT.tv ad.
This success is in part due to TWiT.tv’s two ad model, which consists of both a billboard and an interstitial ad. The unaided recall is significantly higher (60%+) using fewer advertisers with the two ad approach, rather than having several advertisers with one ad placement per episode. And as the Infinite Dial survey results show, at least 85% of listeners are tuning in for both ads.
Essential to ad effectiveness are authentic, host-read ads. Podcast listeners trust their favorite hosts to promote the most innovative, high-quality products and services. The organic and live, host-read ads on our networks provide both a better audience experience and a higher ROI.
If you’re interested in podcasting, ad sales, and marketing tips, please visit Lisalaporte.org. For everything tech related, from the latest wearable tech to IoT devices, visit Lisalaporte.net. And you can find my professional overview at Lisalaporte.com. I will also be publishing content regularly on Medium and Contently, as well as other social media platforms.
Be sure to check out the websites and follow for updates!
*For complete Infinite Dial results, visit edisonresearch.com/infinite-dial-2017.

Monday, February 27, 2017

Building a Highly Engaged Audience

The number one question I receive from podcasters is how do they become an ad-supported podcast?  While the answer may be simple, the process takes hard work, consistency, dedication, amazing content and a host that people want to hear from and connect with on a regular basis.

Best practices if you want to become ad-supported podcast:

  • Be consistent and release your show weekly at the same time and on the same day of the week (weekly podcasts outsell daily, bi-weekly, and monthly podcasts)
  • Have amazing content
  • Engage your audience
  • Build your audience as podcasts with over 50,000 downloads per show will attract advertisers
  • Establish a Patreon page to have your fans support you financially while you are building an audience
  • If you offer your podcast in both audio and video formats then post to YouTube and monetize your podcast until you sign sponsors
  • Reach out to your contacts in your industry and offer an exclusive advertising deal for your podcast at a flat rate that makes sense to you and them (check out TWiT host-read ads at Artisanal Agency)
  • Host-read ads outshine commercials as highly engaged audiences want to hear from the hosts they trust
  • Have fun, love what you do, and be as passionate about your ad reads as you are your content









Wednesday, February 22, 2017

Security Now 600th Episode

Congratulations Steve Gibson and Leo Laporte on your 600th episode of Security Now!  I recall skipping over this show when I first started at TWiT.tv because I didn't understand the content and after a few years it became one of my favorite shows.  I look forward to listening to it each and every week, and I look forward to another 600 episodes.




Sunday, February 19, 2017

Podcast Advertising Advice

Now that podcasts are hot I've noticed the rise of "podcast sales experts" that have minimal sales experience but tout themselves as experts and sell their advice for profit. It's sad that so many people are trying to profit from podcasts without actually working and my best advice it to speak to someone who really sells for a living. I've worked with Podtrac, now Authentic, for years, and they had sound advice and inspired me to create Artisanal Agency.  My boutique agency super-serves tech podcast audiences by working closely with tech networks, sales brokers, sales agencies, and direct clients.  I continue to work with Authentic today, and they don't charge for their sales advice, and neither do I.



Friday, September 16, 2016

Host-Read Ads




I'm following a series of articles from NeimanLab's and while I think there is some padding to the numbers I agree with several points they make about host-read ads.  If you are a podcaster or a podcast network, then you should follow the series and read the articles and today my focus is on their latest article Host-Read Ads by Ken Doctor.

The biggest challenge that Artisanal Agency faces is the lack of downloads on a show. The smaller the show, the harder the sale. The larger the show, the easier the sale. Advertisers want audience reach, and our most successful podcast sales are for shows with over 50K downloads an episode. Weekly podcasts are more successful than daily, bi-weekly, semi-monthly or monthly.  

If you want to have a successful ad-supported podcast, then focus on growing your audience, and then ad sales will follow.





Sunday, August 28, 2016

Artisanal Agency Evolves




One year ago I launched Artisanal Agency, and have made progress in moving my company forward, and I have also struggled with setbacks. It is now time for me to make tough but positive changes if I am going to succeed in my new venture.

First, I need to stay true to my initial business goal which is to partner with high-integrity networks, and I have learned that it is ok to walk away from amateurs.  In 2017 my deck will be reduced to 25% of what I signed in 2016, and it's the smartest decision that I have made this year.  I also learned that the podcast advertising space is still the wild west, and most networks do not know how to navigate through the sales landscape, which is what I have mastered over the last five years at TWiT.tv, but new networks do not want experienced advice, and they need to discover it themselves.  Hence why I am moving on from amateurs because my time is valuable and I can focus my energy on networks who value my partnership and actually want to go forward today.

Second, I need to work on my team and add personnel who want to partner with me and grow Artisanal Agency.  This requires my time to interview and hire employees with a startup mentality as I do not need another employee, I want team members with an entrepreneurial attitude.

Third, I need to modify my sales pitch.  Leading with integrity, facts, passion, and honesty are not enough to close sales deals for podcast networks in this digital world.  Most advertisers want to track campaigns similar to Facebook, banner, Google ads, and they do not understand the value of host-read ads and the impact generated from them.  I am taking Lynda.com courses, talking with experts/colleagues in my field, and listening to "Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal" by Oren Kaff.

I am intrigued by his STRONG approach:
Setting the frame
Telling the story
Revealing the intrigue
Offering the prize
Nailing the hookpoint
Getting a decision

Finally, I am reaching out and joining professional organizations who face the same challenges as me as well as adding an executive coach to my team.  I realized that I do not have enough equals in my organization, and I need to grow as an entrepreneur in this space.  I believe Sir Isaac Newton said it best, "If I have seen further, it is by standing on the shoulders of giants."


Sunday, July 24, 2016

Goodbye Twitter



Artisanal Agency is proud to work with high-integrity networks and advertisers, and will not tolerate the targeted abuse of our partners or our employees on social media platforms.  Many of our staff, advertisers, and networks are the focus of targeted attacks on Twitter, and Twitter has been notoriously slow to take action.

In a recent statement, Twitter admits it has "not done enough to curb this type of behavior" and promises to improve enforcement of their hateful conduct policy.  While we appreciate Twitter’s commitment to "take faster action" on its platform, we have decided to stop posting to our Twitter account.  For future network and sponsor updates, be sure to "Like" Artisanal Agency on Facebook or visit our website.