Podcast adverts are the least offensive of all types of advertising. Because even though they’re in your ears, they’re not in your face.
I’m talking, here, about the sponsorship kind, wherein the podcast host reads some ad copy in their own voice. Sometimes copy supplied by the company, sometimes their own words. Sometimes they just read plainly, sometimes it’s more entertaining.
But it’s always relevant and vetted. I’m more likely to look at the product or service mentioned in a podcast that I listen to regularly than any that’s advertised on a website. Especially if the website uses a popup.
And if you don’t want to listen to the sponsor’s message, podcast players make it very easy to skip forward.1
One organisation that has been sponsoring a lot lately is Away Travel. They make a range of modern, four-wheel, hardshell suitcases. Their carry-on versions have the innovation of including a battery and a couple of USB ports, so you can charge your phone, iPad, etc, while you’re at the airport.2
They seem like they make a pretty good product. But the strange thing is that the podcast hosts all stress how inexpensive the cases are. But they’re not. The biggest one is nearly £300. John Lewis sells a similar Samsonite model for £179, for example.
It’s possible that the Away one is tougher, of course. Impossible to tell without seeing them side by side. But I don’t think Away should be trying to sell themselves on cheapness when they’re significantly more expensive than a high-end brand. Embrace the expense; go for the luxury market. Or something.
It works for Apple.