Jon Evans: Podcasting for marketers

The Uncensored CMO on the brand-building power of podcasts

In a media climate where attention is more important than ever, podcasting’s power as an engagement-heavy lean-in medium is being overlooked by many marketers according to Jon Evans. The host of The Uncensored CMO, Evans has built his podcast on a foundation of brutally honest guidance for advertising executives and brand marketers, and says that podcasts are an underutilised channel for marketers seeking to get their message across.

In this week’s episode, Rhianna Dhillon and Adam Shepherd talk to Evans about how he made the jump from finance to marketing, why podcasts are such a crucial tool for brand-building, and how the podcast industry needs to do a better job at selling itself to marketers, as well as why podcasting should be treated as an influencer medium.

Key takeaways

The power of authenticity in podcasting 

“The reason you might listen to a podcast rather than read an article is that you're going to get to know the person and get to see what's actually going on,” Evans says. “I think podcasting is unique because it's such an authentic media, and it allows you to tell a story that's not been told before, go behind the scenes in a way that you wouldn't do otherwise, and that's where we learn. 

“You don't learn by reading a press release or reading what the company wants to tell you; you learn by finding out what actually happened and that's the point of the interview and getting that out of someone.”

The agency acquisition trend

“I had Nils Leonard on in the summer and then literally two days later, Uncommon got sold to Havas. It was funny. So I had to phone him back up and say, dude, can you come back on the podcast and explain yourself?” 

“You were sat there doing the biggest deal in the world of advertising, and you were chatting to me, shooting the shit about Chelsea football club or how all you do is sell cheese. And then I had Anselmo Ramos from GUT agency. He came on as well. And then a week later, GUT got sold. I'm just like, this is so funny.”

Harnessing AI for podcast advertising

“I think the opportunity with AI, maybe rather than addressing brand safety, could actually be harnessed to actually meet advertisers and podcast platforms together. Imagine a world where, literally, the AI could look back through all the content you created, all the guests, their audience, their points of view, what's been talked about.” 

“And then you could say, I want to communicate to people like this, who've got a point of view of that, who are considering the following, right? You could potentially match up podcast content and advertiser objectives in a way that is just insanely powerful.”

Footnotes

Why are podcast advertisers so afraid of being creative?

Adland is still sleeping on podcasting

Podcasting needs to be realistic about its place in the media hierarchy

I’m sick of not having ads in my podcasts

Trying to understand the business side of podcasting

The Christmas ad conundrum for podcasting

How challenger brands can build audiences through podcasting

How challenger brands can build audiences through podcasting

How audio adtech can help brands connect with diverse communities

Creators need to get more creative with advertisers

The podcast advertising landscape in 2024

How Glenfiddich capitalised on the power of host-read sponsorships

How BrewDog and Peter Crouch brewed up the perfect partnership

Is programmatic advertising easier than partnership?

“Don’t reinvent the wheel”: How to start advertising on podcasts

Why HSBC chose The News Agents for its first podcast partnership

How contextual targeting for podcast ads works

Measuring ROI for podcast advertising campaigns

Ad Results Media and Miro: From host-read to programmatic and back

Unity & Motion: Expanding creativity in advertising

Barometer: The science of brand suitability

Lloyds and Spotify: Podcasts in the multi-channel media mix

Matt Rouse: Selling the story of podcast advertising

SXM Media: The power of listener data

Tom Denford: Why B2B podcasts are a key marketing tool

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