传智播客c++学院-虚竹_播客广告-“赞助商阅读”是关键

传智播客c++学院-虚竹

Like most companies that are not investment backed, at Perch we have a pretty small advertising budget. We like to use that budget where possible in sponsoring and supporting things we like, rather than just paying for ads. The standout success in our advertising has been in sponsoring podcasts. However not all podcasts are created equal, and I thought it might be interesting to both podcasters seeking sponsorship and product owners thinking of sponsoring a podcast to know what we have found to work well.

像大多数没有投资支持的公司一样，在Perch，我们的广告预算也很小。 我们希望在可能的情况下使用该预算来赞助和支持我们喜欢的事情，而不仅仅是为广告付费。 我们广告的杰出成就在于赞助播客。 但是，并非所有播客都是一样的，我认为这对寻求赞助的播客和想赞助播客的产品所有者来说都很有趣，他们知道我们发现了很好的方法。

A note on data. As people don’t tend to impulse buy a content management system, getting good data on conversion rates is reasonably difficult for us. We often find that the time between someone hearing about Perch and perhaps trying the demo and then going on to buy a copy can be months, even years. The best metric we have for engagement is whether people sign up for a demo. So the data this article is based on is empirical, based on the trends we see, rather than hard and fast figures.

关于数据的注释。 由于人们不会一时冲动购买内容管理系统，因此获得转换率的良好数据对我们来说相当困难。 我们经常发现，听到某人听到Perch的声音到尝试演示然后再购买副本的时间可能是几个月甚至几年。 我们参与度的最佳衡量标准是人们是否注册演示。 因此，本文所基于的数据是经验数据，基于我们所看到的趋势，而不是一成不变的数字。

When you sponsor a podcast, at some point during the show the host will announce the sponsor for that episode and do the “sponsor read”. This will generally be something you provide to the podcast, perhaps detailing a special offer or some enticement to listeners to visit your site and find out more. In our experience these sponsor read segments are what makes or breaks the effectiveness of the sponsorship. Podcasts that simply announce “this episode is sponsored by x and y” at the beginning and end of the recording send through very little traffic. In comparison those podcasts that embed the read somewhere inside the episode, and discuss the product with some familiarity are remarkably successful.

当您赞助播客时，主持人将在演出期间的某个时候宣布该集节目的赞助商并进行“赞助人阅读”。 通常，这是您提供给播客的内容，可能会详细介绍特别优惠或吸引听众访问您的站点并了解更多信息。 根据我们的经验，这些赞助商阅读细分是决定赞助有效性的因素。 仅在记录开始和结束时宣布“此情节由x和y赞助”的播客通过很少的流量发送。 相比之下，那些将阅读内容嵌入情节中某处并在熟悉情况下讨论产品的播客非常成功。

Our biggest success in terms of the number of people signing up for a demo and quoting that particular show is Unfinished Business. Unfinished Business is a great match for us – and especially because Andrew Clarke, his previous co-host Anna Debenham and regular host Laura Kalbag have all used Perch. While we let them know what we are currently trying to promote, they are also able to add to that with personal thoughts about the product.

就签约演示并引用该特定节目的人数而言，我们最大的成功是未完成的业务 。 未完成的业务对我们来说是一个很好的选择-特别是因为安德鲁·克拉克，他以前的联合主持人安娜·德本纳姆和常规主持人劳拉·卡尔巴格都曾使用过Perch。 尽管我们让他们知道我们目前正在努力推广的内容，但他们也可以通过对产品的个人想法来补充这一点。

However, a good sponsor read can happen even when the hosts don’t use your product. We recently advertised on ShopTalk Show with close to Unfinished Business levels of engagement. As I mentioned at the start, gaining accurate figures is difficult. However, we can draw comparisons with advertising slots that haven’t performed as well.

但是，即使主持人不使用您的产品，也可能发生良好的赞助商阅读。 我们最近在ShopTalk Show上做过广告，参与度接近未完成的业务水平。 正如我在开始时提到的那样，获得准确的数字非常困难。 但是，我们可以与效果不佳的广告位进行比较。

I’m not going to name poorly performing shows however we took a slot on one show which we know to be popular and is also sponsored by some big name companies. The listener demographic and industry status of the host is similar to Unfinished Business and ShopTalk. We would have expected similar results to those shows. The big difference was that instead of doing the sponsor slot mid-show, a short “This show is sponsored by” read was done at the beginning of the recording. The difference in engagement was huge. Rather than the steady stream of mentions when we ask “How did you hear about us?” that we see from our other podcast advertisements, this show has only been mentioned 3 times in total.

我不会说表现不佳的节目，但是我们在一个已知很受欢迎的节目上放了一个位置，它也是由一些知名公司赞助的。 主持人的侦听器人口统计和行业状况类似于“未完成的业务”和“ ShopTalk”。 我们本来希望得到与那些表演相似的结果。 最大的不同是，录音开始时没有进行简短的“此节目由...赞助”，而是在节目中段进行了赞助。 参与度的差异很大。 当我们问“您是如何得知我们的？”时，而不是一连串的提及。 我们从其他播客的广告看，这个节目只被提到了共 3次。

Calculating the results of podcast advertising is hard. As a podcaster being able to give accurate estimates of listener counts to potential advertisers is hard too. It’s not a game where we can get any kind of accurate conversion information. However the empirical evidence we are gathering seems to demonstrate that if you want to gain customers via podcast advertising, the shows to look for are those who will include a discussion of your product within the show. In particular look for those shows where the host is willing to find out a bit about the product and why they might be interested in it – even if they are not a current customer.

计算播客广告的结果非常困难。 由于播客很难将潜在听众的准确估计数提供给潜在的广告客户。 这不是一个我们可以获取任何准确转换信息的游戏。 但是，我们收集的经验证据似乎表明，如果您想通过播客广告赢得客户，那么寻找的节目就是那些将在节目中讨论您的产品的人 。 尤其要寻找那些节目主持人愿意在哪里找到有关该产品的信息，以及为什么他们可能对该产品感兴趣的内容，即使他们不是当前客户也是如此。

As an advertiser it is worth considering what information you give to the host for the sponsor read. Is there something about your product that the host is likely to be particularly interested in and therefore able to talk about easily and naturally? If you listen to previous episodes you should be able to get an idea of how sponsor products are discussed.

作为广告商，值得考虑一下您向主办方提供哪些信息以供赞助商阅读。 主持人可能对您的产品特别感兴趣，因此能够轻松自然地谈论它们吗？ 如果您听过以前的剧集，则应该能够了解如何讨论赞助商产品。

If you are a podcaster I would highly recommend including your sponsor reads within the show. If a sponsoring product is new to you spend a little time getting to know the main benefits of this product for your audience. It is likely to result in a more interested sponsor section of the podcast for listeners and your advertiser should see more engagement – and be more likely to sign up to sponsor your show in the future.

如果您是播客，我强烈建议您在节目中包括赞助商的读物。 如果赞助产品是您的新产品，请花一些时间来了解该产品对您的受众的主要好处。 这可能会使播客的听众对赞助商部分更加感兴趣，并且您的广告客户应该会看到更多的参与度，并且将来更有可能注册赞助您的节目。

If you are a podcaster or advertiser and have any additional information to share please add it to the comments. I’d love to know if similar results are seen by other advertisers.

如果您是播客或广告商，并且有任何其他信息要分享，请在评论中添加。 我很想知道其他广告客户是否也看到了类似的结果。

翻译自: https://rachelandrew.co.uk/archives/2014/02/24/podcast-advertising-the-sponsor-read-is-key/

传智播客c++学院-虚竹