Amplified Audio debuts to promote niche podcast voices
US: Hospitality podcast network creator Wil Slickers has announced the formation of Amplified Audio, a new on-demand digital audio company devoted to fuelling the growth of voices in niche categories.
In addition to offering end-to-end production and distribution support for creators, Amplified Audio will bring a new, tiered fee structure to the market, designed to democratise access to high-value sponsorship deals.
Amplified Audio founder Wil Slickers said: “Podcasting continues to grow in popularity with all kinds of audiences, all over the globe. Hosts are in the ears, homes and cars of their listeners and can cultivate trusting relationships worth their weight in gold.”
According to Nielsen Podcast Ad Effectiveness data, 69 per cent of podcast listeners said that they became aware of a new product or service from podcasts, and two-thirds report having researched or purchased a product or service after hearing about it in a podcast episode, according to ComScore. Nielson data also shows that host-read ads drive a brand recall rate of 71 per cent, creating high levels of consumer interest, purchase intent and recommendation intent.
Slickers continued: “The podcast medium is ripe for advertisers looking to increase visibility and access to extremely loyal, valuable consumers. Unfortunately, the industry’s pervasive CPM model – based on overall impressions – doesn’t work well for creators in hyper-focused, niche categories, which may have smaller listenership but significantly higher-than-average engagement and conversion.”
With more than two million podcasts in existence, it is harder than ever to compete and thrive.
Andrew Bate, founder of Safely.com, an Amplified Audio network sponsor, said: “Whether a creator or an advertiser, you must reach an audience passionate about your message to achieve measurable, lasting business results. Wil and his team have worked with countless professionals in the space – they not only know what works but also anticipate and plan for what’s to come.”
The new Amplified Audio family debuts with two special interest, niche podcast networks, Hospitality.FM and Business Audio Network, including nearly 50 ad-supported shows.
Slickers and his team are looking for creators with unique voices that desire expert help in cultivating community, streamlining production and increasing monetisation. It is also searching for savvy brand sponsors looking for the perfect partner to amplify its brand’s voice. Interested parties can find more information at this link.