Let me ask you a question: What comes right before action? Here’s my answer: Intent. When we’re evaluating the effectiveness of a podcasting or streaming audio advertising campaign, a lot of attention gets paid to attributable actions. Did an ad drive someone to visit a website, download something, install an app or finally make a […]
Why Marketers Need to Measure Consumer Intent Read More »
Advertising Week NYC is in full effect, and I’m on the ground taking it all in as we publish. Going into this week I couldn’t miss Digiday’s “Guide to What’s In and Out” at the event, especially this proclamation: In Resurgence of brand building OutFocus on performance marketing That’s music to my ears, and prompts me
Podcast Advertising Trends: Branding is “In” Read More »
Every podcast – and podcast ad campaign – needs a North Star, a guiding light that sets it apart and gives it its reason for being. It starts with a clear understanding of how the podcast serves the needs and motivations of its listeners. What are the hot buttons that drive listeners to consume podcasts?
Listener Motivations Pave the Way to Podcast Growth and Ad Effectiveness Read More »
FM Radio in the 70s I lived among the dinosaurs. My career in audio started just as FM radio was catching fire, grabbing audience share from AM radio. Those were heady times. Station owners were turning their FM signals over to 20-somethings because “the kids will know what to do with it.” Mostly, we knew
You Should Care How Listeners Feel About Your Podcast Ads Read More »
Even with many new ad technologies in podcasts – from programmatic to contextual targeting – there remains a strong consensus in the industry that host reads are often most desirable. At the same time, they are the most challenging type of ad creative to scale. One obvious limitation is that the creative may only appear
Driving Podcast Ad Innovation with Thought Leadership: Testing the Power of Talent Reads Read More »
As more brand advertisers discover podcasts, they are looking to get a clear view of how their campaigns are working. Unfortunately, the fragmented way many brands and agencies find themselves conducting research to measure podcast advertising effectiveness places limits on their visibility. Unlike the direct response advertisers who paved the way for podcast advertising by
Podcast Advertising Effectiveness: Getting a Wide Angle View Read More »
Podcasts are renowned for breaking emerging brands, especially direct-to-consumer brands that discover how to leverage the medium’s unique strengths. Much of that success was built on performance tactics – so-called “lower funnel” objectives – optimizing for mostly online sales that are relatively easy to measure. At the same time, brand campaigns with “upper funnel” objectives
The Value of Measuring the Upper Funnel for Podcast Ads Read More »
We’re counting our blessings at Signal Hill Insights as we look back at our audio research in 2023. One of the many privileges from working on industry research with partners like Sounds Profitable, Triton Digital, and Cumulus Media is the unique perspective it gives us on the ever-evolving audio landscape. In the past year alone,
Three Potential Game-Changers from our 2023 Audio Research Read More »
Unique among mass media, podcasting is still in a growth stage, with no end in sight. Consumers discovering podcasts are an opportunity for every stakeholder, podcasters, publishers and advertisers, alike. So, it’s critical to be aware of where the growth is – who are the new consumers? We understand this opportunity by examining the data
Podcasters & Advertisers: Meet Your New Audience Read More »
Podcast advertising has grown dramatically over the past few years, outpacing all other digital media. The most recent IAB U.S. Podcast Advertising Revenue Study 2023 predicts ad revenue will hit nearly $4 billion in 2025, more than 2x that of 2022. As new advertisers come into podcasting, it’s critical that they approach podcasts with a
What Makes Podcasts a Unique Ad Medium: Two Foundational Learnings Read More »