For The Drum's entertainment-focused week, IAB asks audio groups for their insights into how brands can make podcasts interesting and why it's so important in today's world.
In a world where it's hard to find funny stuff, a growing number of viewers are seeking comedic relief through the medium of podcasts. According to a report by media company Global, 80% of listeners said comedy is more important than ever, and 86% said they turned to the comedy genre to improve their mood.
Working with humor can be daunting, but what's the key to doing it successfully? And what brands are already tickling the funny minds of their audiences? Here , members of the IAB's Audio Group share their insights.
Name a brand that you think is having “interesting” success with podcasting.
Airbnb: Clever creativity from inside jokes
Faye McDowall, Strategy Director, DAX at Global: “Airbnb is currently sponsoring Three Bean Salad. The brand understands its audience and builds a loyal following when approving host reads. It really took us a while to bring Airbnb's brand values to life with inside jokes that people loved.
“Another brand that's doing it right is Stripe and Stare. This underwear brand allows the team at My Therapist Ghosted Me to be as honest about the features of their products as they would be to a friend about really comfortable panties. The line “Ugg boots for butts'' is sure to stand out in the crowd and elicit laughs. ”
The Economist: A bespoke rap with Adam Buxton
Patrick Dolan, Activation Director, the7stars: “Podcast ads read by hosts are a great way to leverage the very intimate connection between podcasters and listeners. Podcast hosts resonate with consumers on an emotional level. and automatically applies this approach to your advertising presentations.
“Adding humor and personality to your ad reading will further increase engagement. One podcaster who does this particularly well is British comedian Adam Buxton. Buxton blends humor into his live readings. His ability to transform clients' briefs into engaging content. A brand that Adam has successfully collaborated with in this style is the news magazine 'The Economist'. He created a bespoke wrap to highlight their proposition to a younger audience.
“It’s essential that hosts have the creative freedom to craft fun brand experiences that are imbued with their own personality. This increases ad acceptance and enriches the overall experience for listeners.”
Creating “funny” ads can be scary for marketers. What advice can you give me?
Trust the best people
Richard Blake (Director of Marketing & Growth, Fresh Air Productions): “Hire the best people. Some of our best comedy writers are ready and waiting to write jokes. Don't be afraid to involve them and give them room to fail. They're used to receiving jokes that cross the line while adhering to brand guidelines.
“Use your media correctly. Audio allows your writing to truly come through and gives you access to the best talent and best takes at your disposal. Creating your own podcast means you're not relying on one joke. , it gives you time and space to build something interesting. With a media metaphor (in this case, a true crime podcast), you have a ton of material to work with, and a lot of careful listening. You will get a special “Easter egg” for the person.
“Take inspiration from YouTube and TikTok creators. What is being shared and commented on in your brand's space? And trust your instincts. Don't try too hard to find laughs. But give it a try.”
listen to wit
Matthew Rouse (Podcast Leader, Octave Audio): “If marketers are intimidated by the fact that they may not be Edinburgh Fringe material, develop host lead sponsorships on top comedians’ podcasts. Why not take advantage of the professionals who are already active on the circuit?
“Comedy is by far the most listened to genre of podcasting in the UK, giving the target audience of podcasts (who are more likely to listen alone and with headphones) a feel for the brand being broadcast. You can tell it in a witty, unique and unparalleled style. What's not to like about that?”
Create ads that viewers keep watching
Sharon Taylor (Podcast Strategy and Product Operations, Triton Digital): “Comedy will be the third most popular podcast category in the U.S. in 2023 and consistently in the top five most downloaded podcast categories in countries around the world. Our growing audience is culturally diverse, spans the age range of 18 to 49, feels a personal connection to the show's hosts, loves reading ads, and enjoys watching the show. Sometimes we do special episodes that are just ads.This is an advertiser's paradise.
“To be successful in this genre test, advertisers need to rely on their shows to create good reading material within a well-written brief, and to understand why they chose the talent for a reason. Remember, you have to trust the advertiser and let the magic happen.'' “
