Brands are still ignoring the potential of podcasts. Can agencies change their minds?

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The Drum

How do you solve a problem like… persuading clients to market around a podcast? We find out as part of The Drum’s Audio Deep Dive.

Each week, The Drum asks agency experts from across the world and the ad business for their take on a tough question facing the industry, from topical concerns to perennial pain points.

This week, to coincide with our Deep Dive into all things audio and sound, we turn our attention to podcasts – supposedly some of the hottest media properties around, offering an opportunity to reach captive, engaged audiences.

It seems clients aren’t listening, however, so we asked agency experts how they’ve managed to persuade advertisers to sponsor or activate around a podcast and how they prove the medium’s effectiveness. Here’s what they had to say...

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Brian McCord, senior vice-president and executive director of media strategy, RPA

While podcasts aren’t the strategic centerpiece of our clients’ media mix, they can play an important role in achieving their objectives. Simply put – podcasts can deliver KPIs and don’t have to be a ’test’ medium. They place our brands’ message in the midst of content that caters directly to our target’s passions, often in a more intimate setting – whether being listened to in the car, on the go or at home. And we’ve seen business-driving results; for one client, we built a website visitation/conversion study that showed strong results versus alternate media options.