Podcast Advertising Marketing Strategy and Reflection Based on AIVSA Model

近年来，播客市场的新兴让品牌商们发现了这一片可以利于自身品牌价值营销的新蓝海，因此本文基于AIVSA模型(Attention-Interest & Interaction-Value-Share-Action)分析播客广告的市场现状与营销策略，探讨当前播客节目中广告的市场表现。播客广告基于其精准的受众定位、有趣的内容互动和正能量的价值传递，能够有效吸引听众注意的同时增强品牌认同感，品牌与播客的合作使广告更加自然、易接受，提升了广告的转化率。但同时，播客广告市场面临的预算不足、内容同质化等问题也亟待品牌方解决。In recent years, the emergence of the podcast market has made brands discover a new blue ocean that can be beneficial to their own brand value marketing. Therefore, this paper analyzes the market status and marketing strategies of podcast advertisements based on the AIVSA model, and discusses the market performance of advertisements in current podcast programs. Podcast advertising is based on its accurate audience positioning, interesting content interaction and positive energy value transmission, which can effectively attract the attention of the audience and enhance the brand identity. The cooperation between the brand and podcast makes the advertisement more natural and acceptable, and improves the conversion rate of the advertisement. But at the same time, the problems faced by the podcast advertising market, such as insufficient budget and homogenization of content, need to be solved urgently by the brand.