• Ranieri & Co.

Advertising on Podcasts Vs Out of Home - What you Need to Know

Advertising on podcasts and out of home media (billboards, street furniture, transit) have both seen challenges and innovations in the past two years, due to the impact of the global pandemic. How have these channels innovated when faced with fluctuating investment in unprecedented times? How can you optimise each style of broadcast to get the best results? Can they compliment each other on a media plan, or best to use them separately? Find out if you should be considering these formats for your next campaign.


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Trending channels


One thing that podcast and OOH advertising have in common is that they have been dramatically affected by COVID-19 and lockdowns - albeit in very different ways. As a majority of the world was stuck at home, podcast creation and consumption exploded. Podcasts slotted seamlessly into lockdown life, as the soundtrack to your daily walk/exercise, entertaining you while you’re at the supermarket, plus offering a screen-less oasis away from work and scrolling. More and more celebrities and creators produced market-leading content to consume. This meant that throughout 2021, 37% of Australians 12+ listened to podcasts each month, which is double the number who listened two years previous. In fact, according to the latest figures, podcast listeners consume an average of five podcasts a week, which is significantly up from the year prior.*


OOH, however, saw a dramatic downturn in ad spend allocation, as the world was confined to their houses and media buyers naturally reduced spend in accordance with less foot traffic in public spaces. PwC’s Australian Entertainment & Media Outlook 2021, singled out filmed entertainment and out-of-home advertising as the sectors most affected by the pandemic, with a 39% decrease in investment for OOH reported.**


Interestingly, OOH campaigns that ‘stayed on’ during the worst of the pandemic saw +51% uplift in product recall. It’s easy to understand why: under lockdown, time out of doors became precious due to its scarcity. There were fewer messages to take in, in less places, which lead to more memorable moments, especially when the OOH messaging connected to the emotion of the moment - for example, celebrating healthcare workers. OOH also became a channel for important health advice, the humble poster acting as a community notice.


With the rise of Digital Out of Home (DOOH), the medium looks set for a strong comeback tour as the world begins to open up again. The OOH industry says the ubiquity, flexibility and immediacy of digital signs offer brands opportunities to execute strategies for more relevant and responsive campaigns. With smaller lead times, the ability to update messages quickly and real-time reporting, DOOH is attracting new markets, such as tech companies who are buying OOH for the first time.


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Multimedia campaigns


The perfect media mix for a campaign will vary wildly, depending on the product advertised, budget, timing and target audiences. If the budget is healthy and lead time abundant, multi-platform campaigns often provide the best results, with the various channels boosting each other’s performance. Multiple platforms drive “synergies” as holistic support leads to the message sticking with consumers longer and having deeper influence on decisions.


OOH is known as a great amplifier and enhancer to other media channels that are running in the same campaign. Research from Ocean NeuroScience found that “consumers are 48% more likely to click on a mobile ad after being exposed to the same ad on an out-of-home ad first.” Similarly, Nielsen and the OAAA found that 46% of surveyed adults had conducted an online search after first seeing the object of their search in an OOH ad.***


As a relatively new medium, there is less data and insight into podcast ad’s ability to boost other ad streams. However, new research**** shows that podcast users are far more involved with social media than the average individual, with 94% being active on at least one social network compared to 81% of the entire population. Therefore, social campaigns coupled with podcast ads are a media match made in heaven, with the promise of enhanced frequency of message.

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OOH + Podcasts - a match made in heaven?


The mix of OOH and podcasts in a media plan is a great way to appeal to people in completely different contexts and mindsets. Almost half of podcast listening takes place at home, with the smartphone being the preferred device. It is very much a solo activity with 92% of listening happening alone. OOH, in contrast, reaches people visually in an active space as they navigate the outside world.


Listening to a podcast is an immersive experience that usually lasts for over half an hour, with the ads working best when they are seamlessly woven into the programme’s subject matter. OOH, on the other hand, communicates big, bold messages in seconds. Vastly different communication methods with different outcomes. By engaging with the audience on such contrasting channels, you can create a higher chance of brand lift and recall.


OOH and podcasts also both have the advantage of being screenless and immune to ad-blockers, a clear advantage over digital banners. As mobile ownership and consumption rises, so does fatigue with audiences welcoming a break from the doom-scroll. Both podcast and OOH platforms are proven to stop us in our tracks and motivate us to take action. As an added bonus, both are also relatively unaffected by the death of cookies.


Imagine seeing a witty, provocative billboard ad that sticks in your mind. OOH at its best, can cut through the clutter of the other sights and sounds competing for your attention in the outside world, providing a truly memorable, unexpected message delivery. You then pop your headphones on, turn your phone over and enjoy your favourite podcast, immersing yourself totally in the world of the episode that you opted to listen to. You then hear an audio ad for the same product featured on the billboard. It’s more detailed and hits your brain in a completely different way, with potential to really drive the message home.


In 2022, investment in both podcast and OOH channels are highly likely to surge. Booking inventory early now to avoid cost competition is probably a great idea. Contact us now to find out how you can advertise on some of the world’s most innovative podcasts.


*The Drum

** AFR

***Broadsign

**** Podcast Insights