Tag: podcasts

Against common sense

FabrizioLeave a comment

Sometimes things do not turn out to be as they should have.

And so, a podcast ad by Dashlane that follows the general rule for which you are supposed to leverage the potential of the channel might fall flat. Simply because it is not enough to go on a show that often aims at social media and their negative impact on society to claim that a tool that remembers passwords makes the internet better.

On the other hand, an ad for a fast food chain, that common wisdom would want featuring juicy pictures on steroids, can become incredibly effective when it shows a moldy burger.

Things are almost never as straightforward as they seem. That’s one of the reasons why marketing is extremely difficult and requires continuous attention.

Deaf to ads

FabrizioLeave a comment

Banner blindness is a concept that dates back to 1998. It is a phenomenon according to which when scrolling a web page, we consciously or unconsciously ignore banner like information.

As consumers (and therefore advertisers) shift towards audio consumption, I have the impression we are also developing a sort of advertising deafness. Similar to banner blindness, advertising deafness means that when we are listening to a podcast, music streaming, or even a video, we tune out the promotional messages, as we perceive them as a disturbance.

Considering the serial nature of podcast in particular, and the fact that the audience tends to listen to them regularly, a nice way to overcome advertising deafness would be to take advantage of the potential of this medium. So, instead of running 30 seconds ads, marketers could try to tell episodic stories about their brand, their product, their service, and the way they are impacting the world.

It is lazy and inefficient to use old formats in new media. If you give people something to wait for, something to even long for, they will listen. And your message will have the power it (perhaps) deserves.