Last week, Podcast Movement was held in Washington, D.C. The conference featured speakers from the podcast industry who discussed the latest news and insights covering content, advertising, and podcast promotion. The Cumulus Media / Westwood One Audio Active Group® presented a keynote at the event along with Amplifi Media and System1. The topic of the discussion was “Unleashing the Power of Effective Audio Promos” and included findings from a study conducted in partnership with Knit, a survey platform that collects video responses. This week’s blog summarizes:
• Most podcast listeners are open to finding a new podcast: The majority of podcast listeners say they are at least open to finding a new podcast, if not actively searching. Only 15% of podcast listeners say they don’t try new podcasts.
• Context matters: Respondents said a good podcast promo is one that is relevant to the podcast it’s on when it is being promoted. Podcast promos that don’t match the context of the podcast are deemed as “bad” and sometimes consumers even zone out.
• Showmanship is important: Video respondents said that being entertaining in podcast promos is a good way to capture their attention.