THE podcasts their users in the world are increasing more and more, as confirmed by all research (including the recent “The Infinite Dial 2020”Published last week by Edison Research and Triton Digital) and, also in Italy, it is progressively finding more and more space in the communication programs of organizations, publishers and brands.
But there is a question to be answered before deciding whether to produce a podcast directly or indirectly: how to give it visibility within an ecosystem that has more than 900,000 productions, for a total of more than 30 million episodes?
Thanks to the exclusive collaboration for Italy with StayTuned, French tech company specialized in products dedicated to Digital Audio, DigitalMDE has prepared an offer dedicated to all those who want to promote their podcasts, allowing them to distribute trailers or entire episodes within sites and apps and also taking advantage of traditional display campaigns.
StayTuned: how the tool to promote podcasts works
In particular, StayTuned is a technological solution made up of two components: Player, which allows you to “natively” integrate a multimedia box into the structure of a site or app, allowing you to listen to an audio track while you are reading content without leaving the page; Audio Discover, which allows the embedding of a podcast within a banner which can then become an instrument of an advertising campaign.
“StayTuned is a versatile and powerful tool that allows the podcast producer to significantly increase its discoverability“, Currently one of the main critical issues of this format which, since it can be distributed free of charge on all listening platforms, inevitably runs the risk of not emerging from the vastness of the offer available, regardless of its content value,” he commented Davide Panza, Chief marketing officer and Co-Founder of DigitalMDE.
“Making a podcast, in the sense of obtaining an audio file that can be listened to on demand, is just one of the building blocks of the project. In addition to the initial marketing strategy, the definition of the appropriate format for the target audience, the choice of the most appropriate content and quality production, a fundamental aspect to be defined immediately is the media planning that will allow the podcast to emerge, to be found: if it is expected that, naturally, the ratings will arrive in a sea of almost 1 million productions, we are obviously wrong. We looked for a vertical tool that could solve the problem in a way that conforms to the characteristics of the podcast universe and we found it in the StayTuned solutions “.
“In practice – continues Panza – Player creates a native and complementary connection between two different types of content, text and audio: the user can discover a podcast on a site or app like normal native content and listen to it while browsing. With this solution, podcasts do not have to be “relegated” to a specific web page, but can be promoted and listened to by users from any page of the site, with obvious benefits on the number of their plays.
Audio Discover takes podcasts beyond the confines of properties and listening platforms because it allows podcasts to be promoted and discovered through classic display campaigns. The audio track is inserted inside a banner that can be the subject of a traditional advertising campaign; in this way the banner, and consequently the podcast, is hosted within third-party sites, making its “discoverability” decidedly higher “.
Independent of the destination site, a simple click on the banner will not produce a redirect on a landing page, generally the web page hosting the podcast, but will trigger the immediate and contextual reproduction of the podcast itself.
With StayTuned, it is therefore available an innovative solution that greatly enhances the communicative effectiveness of a podcast production as it greatly increases its visibility and therefore the possibilities for users to listen.