Advertising research

Driving Podcast Ad Innovation with Thought Leadership: Testing the Power of Talent Reads

/ Advertising research, Audio Update, Podcasting
podcast ad reads

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 […]

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Podcast Advertising Effectiveness: Getting a Wide Angle View

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
podcast advertising effectiveness

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

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The Value of Measuring the Upper Funnel for Podcast Ads

/ Advertising research, Audio Update, Podcasting
upper funnel of podcast ads

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

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Three Potential Game-Changers from our 2023 Audio Research

/ Advertising research, Audio Research, Audio Update, Podcasting

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,

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Podcasters & Advertisers: Meet Your New Audience

/ Advertising research, Audio Update, Podcasting
podcast newcomers

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

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What Makes Podcasts a Unique Ad Medium: Two Foundational Learnings

/ Advertising research, Audio Research, Audio Update, Podcasting
Podcast Ad Opportunity

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

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Can the Benefits of Digital be a Rising Tide for All Audio?

/ Advertising research, Audio Update, Podcasting, Streaming audio
digital audio

Thinking back 10 years ago, it was reasonable to expect that the growth of podcast listening and music streaming would take a slice out of the rapidly growing pie of revenue going to digital advertising. Music streaming in particular offered advertisers the same benefits as other digital media. It delivered addressable audio, allowing brands to

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Why Podcasters and Publishers Should Lean into Ad Measurement

/ Advertising research, Audio Update, Podcasting
ad measurement

I’m looking forward to Podcast Movement next week where I’ll be presenting “4 Keys for Holistic Campaign Measurement” on Wednesday, Aug. 23, at 3:15 PM. I’ve been having a lot of conversations about this with folks from across the industry – including publishers, ad sellers and buyers – and wanted to take it to a

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Making the Case for Podcasts on Younger Demo Ad Buys

/ Advertising research, Audio Update, Podcasting

We’re seeing a compelling case for podcasts as an increasingly important consideration in any ad campaigns targeting anyone under the age of 35. That’s our key takeaway from working as the research partner with Tom Webster and Bryan Barletta of Sounds Profitable in the new study The Medium Moves the Message: A Comparative Assessment of

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