{"id":6264,"date":"2020-04-22T18:07:50","date_gmt":"2020-04-22T16:07:50","guid":{"rendered":"https:\/\/adio.sgo.co.il\/i-have-a-podcast-everything-you-wanted-to-know-about-branded-podcasts-in-israel\/"},"modified":"2020-04-22T18:07:50","modified_gmt":"2020-04-22T16:07:50","slug":"i-have-a-podcast-everything-you-wanted-to-know-about-branded-podcasts-in-israel","status":"publish","type":"post","link":"https:\/\/adio.co.il\/en\/i-have-a-podcast-everything-you-wanted-to-know-about-branded-podcasts-in-israel\/","title":{"rendered":"I have a podcast! Everything you wanted to know about branded podcasts in Israel"},"content":{"rendered":"

Podcast listening is breaking expectations all over the world, a sparkling medium that is available in every pocket and popular mainly among affluent and educated communities. Listening to podcasts provides a great experience especially during other activities such as driving, sports, cooking and work.. and allows users to choose the type of content they prefer, take it anywhere and listen whenever they choose.
\nThe podcast market in Israel is booming with a quality and growing industry, hundreds of episodes on a variety of topics: history, politics, marketing, entrepreneurship, technology and innovation, medicine, business, travel and more and more… Among the leaders can be found Reshet Yam Historia with Ran Levy, Fragments in History with Yuval Malhi, Geekonomy with Ram Sherman, Ima Ima with Hila Korach and Einat Natan, Popcorn with Lior Frankel, Haaretz Newspaper this week with Lior Kodner, a variety of leading podcasts from Tagid Kan, and a host of other podcasts on diverse topics. The community of tweeting marketing managers also has a particularly successful podcast, Shivuk On The Go with Avi Zeitan, in a series of short interviews with Israeli marketing figures. <\/p>\n

Most podcast listening in Israel takes place on mobile devices via Spotify, the Apple Podcast app embedded on all iOS devices, or podcast apps on Android devices.<\/p>\n

And as listeners flock to podcasts, brands are following suit. The Interactive Advertising Bureau (IAB) 2018<\/a> Annual Report by PwC showed a 23% jump in digital audio and podcast advertising to $2.3 billion. In addition, the second podcast revenue study by IAB and PwC<\/a> was published in the second half of 2019, confirming the significant revenue growth and momentum for the podcast advertising market, according to the data, the podcast advertising market will reach $659 million by 2020. <\/p>\n

Many companies and giant brands in the world have begun to advertise on podcasts, from sponsored posts and content spots to producing branded episodes and podcasts. Giant brands such as General Electric, McDonald’s, Facebook and others, each in a relevant segment, have built huge listener communities through podcasts. It is important to note that the leading branded podcasts are those that do not explicitly deal with the products or services they are trying to promote. <\/p>\n

Adobe digital insights<\/a> research examined the effectiveness of podcast advertising and found that podcasts are an effective and efficient platform for advertising: 60% of podcast listeners reported that they searched for a product or service after hearing an ad on a podcast, 25% of whom purchased a product they discovered through a podcast ad<\/strong> . Of the 72% of podcast listeners who have heard an ad while listening to a podcast, a third say that ads are more engaging than in other formats. Additionally, 40% find podcast advertising less intrusive than other types of ads. <\/p>\n

In Israel, podcast advertising is on the rise. We at ADIO are proud to lead the digital audio advertising market in Israel, marketing advertising on Spotify, the digital radio network, and podcasts – podcast advertising products are usually divided into 3 main products:<\/p>\n

    \n
  1. Confidentiality and content areas<\/strong> <\/u><\/li>\n<\/ol>\n

    A content corner presented at the beginning of an episode and presented in the voice of the podcast host. The content corners deal with the product\/service being promoted and are between 30-60 seconds long. Content corners of additional lengths can be produced in the middle of the episode or towards the end. The purchasing model is CPM or fix per episode, including a commitment to the number of listens. <\/p>\n

    Key strength: Relevant to any product\/service. Advertising to an active listener community in a variety of episodes and by interests. Attractive cost. <\/p>\n

    Israeli brands advertise mainly in the finance, investment, automotive, pharmaceutical, government ministries, premium products, digital and communications categories.<\/p>\n

      \n
    1. Producing a branded episode<\/u><\/strong><\/li>\n<\/ol>\n

      Production of a branded episode in collaboration with the publisher. The full-length episode will include interviews and hosting by a featured expert, a tight characterization, and distribution on an existing podcast relevant to the target audience. The acquisition model includes the cost of production, research, and full production. The episode will be integrated into an existing podcast that has a loyal and relevant listening community for the product, and in addition, the deal will include the purchase of additional content areas to promote the episode through additional podcasts. <\/p>\n

      Its main strength: integrating the episode into an active podcast, reaching out to an existing listener community, and producing a digital asset that can be worked with in the future.<\/p>\n

      Israeli brands advertise: SAMSUNG, Intel, Merck, Discount Bank, and other brands in the categories of finance, automobile, pharmaceuticals, wineries, sports, and more.<\/p>\n

        \n
      1. Branded podcast production<\/u><\/strong><\/li>\n<\/ol>\n

        Full production of a branded podcast for a commercial company, between 6-10 episodes per season. Content curation and providing a complete end-to-end solution including characterization and research, writing, production, recording, editing and distribution on all platforms where podcasts are listened to: iOS, Android, Spotify, etc. <\/p>\n

        Producing a full and successful podcast is a complex task that requires depth and engagement with the sponsoring company \u2013 you can\u2019t produce a 30-40 minute commercial, and certainly not among connected and advanced listening communities. The ultimate goal is to build a listening community around a product\/service and create a digital asset (long tail). <\/p>\n

        Its main strength: producing a digital asset, the commercial company becomes a publisher in the podcast market and builds its own IP and community.<\/p>\n

        Israeli brands advertise: TAKEDA, Ministry of Economy, Campus Studies and more…<\/p>\n

        In conclusion, the podcast is here to stay, a personal and mobile medium that captivates hundreds of thousands of listeners connected in a variety of situations and loyal and strong communities. It’s time to enter the podcast market while the ocean is still blue. Our podcast production team will be happy to crack the brand’s content strategy and offer a variety of solutions for entering the podcast market in Israel. <\/p>\n","protected":false},"excerpt":{"rendered":"

        Podcast listening is breaking expectations all over the world, a sparkling medium that is available in every pocket and popular mainly among affluent and educated communities. Listening to podcasts provides a great experience especially during other activities such as driving, sports, cooking and work.. and allows users to choose the type of content they prefer, take it anywhere and listen whenever they choose.<\/p>\n","protected":false},"author":1,"featured_media":4484,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jf_save_progress":"","footnotes":""},"categories":[30],"tags":[],"class_list":["post-6264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-radio-advertising"],"yoast_head":"\nI have a podcast! 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