![]() They don’t need to be shouted at– you already have their attention.” And their survey says that nearly 80% of people would be inclined to skip a radio ad in a podcast. Podcast listeners are already deeply engaged. As they point out, “Radio ads are designed to grab attention from distracted audiences. The media are different, the audience relationship is different and if you ignore this you’re ‘leaving attention on the table’. You probably wouldn’t run a TV ad on TikTok, and so you shouldn’t run a radio ad in podcasts. Our good friends at Pacific Content in Canada have been investigating this very question. However, are podcast ads different? Could you just run a radio ad on a podcast? But they’re still very effective, which is due to the unique qualities of the audio medium. I’ve ranted on this newsletter before about why that is. Radio ads are by far the lowest-regarded, most cliché-ridden members of the advertising world. What’s the difference between radio ads and podcast ads? If your definition is that it’s an amazing medium where the most talented and engaging people are the most successful, then it’s probably still cool. The basic answer in the end is that is if you definition of ‘cool’ is that crazy money is being thrown at all and sundry, then that period is probably over. Rebecca’s article asks whether podcasting is too corporate to be cool. Similar royal professions include Prince Andrew’s Head of Public Appearances, Prince William’s Head of Hair Cuts, and Princess Michael of Kent’s Head of Things She Does Except Turn Up To The Wimbledon Final. ![]() However, there is a new superbly un-self-award article in Vanity Fair written by Rebecca Sananes, who states that she was previously Harry & Meghan’s ‘Head of Audio’, and therefore may have legitimately claimed to have had the world's most sparsely-populated Outlook diary. They have not announced a new podcast this week. I’m sorry to say there is no Meghan and Harry news in this newsletter. ![]() And the un-doctored versions of the photos are being blu-tacked to the door of the chocolate cupboard in my kitchen. The soon-to-be-repopulated ‘ Who Are We?’ page of the Fresh Air website will justify a whole year’s subscription to Photoshop. Caught at the moment I’ve thrown my head back to reveal an almost infinite number of chins? Not great. I myself will be eschewing all chocolate for the next five years after receiving the first results of last weeks’ official Fresh Air photoshoot. I noticed this week that Tesco are starting to stack the big tubs of Quality Street and Roses in columns by the tills, and if that doesn’t tell you we’re into H2 2023, I don’t know what does. ![]()
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