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What Podcast Advertising Can Learn from Native
Pelle Estborn
Podcast advertising boasts the highest ROI among marketing investments, mainly due to the listener's trust in the host. But what if you can’t use the host for your ads, since he or she is an independent journalist employed on a newspaper? Then you have to make the ads truly native.
Pelle Estborn, who transitioned from working with traditional native advertising at Bonnier News Brand Studio to also handling podcast ads at the same company, will share how he has applied native advertising principles to podcast advertising. He will illustrate how different content types yield varying results, both positive and negative.
Key takeaways include:
- Translating traditional native advertising strategies and content concepts into the world of podcasts
- The impact of true native advertising on brand lift
- The dual nature of repetition: beneficial and detrimental
