Think back to some of the most memorable ad campaigns of the past 20 years. What comes to mind? Maybe it’s “Got Milk?”, from the California Milk Processor Board, which ran from 1993 to 2014, and reportedly reached 90% awareness among American adults. Maybe it’s the more recent “Shot on iPhone 6” campaign by Apple, which showcased the spectacular photos of ordinary people. These efforts dramatically increased public awareness of their products — so much so that they became iconic cultural reference points.
Podcasts aren’t quite at the saturation level of, say, milk or iPhones (yet!). But as the industry grows and matures, it needs new ways to become part of the public conversation. What might it look like if publishers, networks, and creators were to join forces to develop a similarly catchy and widespread campaign, something arresting that couldn’t be ignored? What kind of awareness and interest could we generate?
The advertising of podcasts themselves is an emerging area that is currently small but steadily growing. Here are 9+ ways that organizations of all sizes are using advertising to grow awareness for their work.