The neck-snapping growth of podcast ad revenues is good news for podcasters, but it also presents some fundamental challenges as we look ahead. The U.S. ad spend on podcasting has nearly doubled every two years since 2015. From an estimated $69m in 2015 to more than $1b in 2021, the IAB/PwC’s U.S. Podcast Advertising Revenue […]
How Can the Podcast Industry Best Manage the Ad Revenue Boom? Read More »
A couple of weeks ago, Spotify published the results of new research it conducted earlier this year exploring how people engage with different media. It’s an interesting read: the research uses neuromeasurement to get a sense of how the brain responds when we consume different types of content, and the results are written up in
How to Tell if the Media in your Ad Campaign are Effective Read More »
The sands are shifting under the feet of digital marketing as we march towards an online future that promises less personal tracking. The good news for audio is that the increased data privacy controls provide a window for audio to catch up in the data arms race and pick up a bigger share of ad
Increased Data Privacy Controls = New Opportunities for Audio Read More »
Lots of people are talking about audio these days. And for good reason. Smartphones and smart speakers have people listening to more audio and more different types of audio than ever. The downside, though, of talking about “audio” in general is that it can put every type of audio—radio, music streaming, and podcasts—into the same
All Audio is Not Alike: What Each Type Brings to Listeners and Advertisers Read More »
How Customization Adds Value to a Brand Lift Study In civil engineering surveys, benchmarks (like the one above) provide a reference point from which other measurements can be taken. These are often quite literally set in stone because their value derives from being a static, unchanging point of comparison. Market research surveys
Survey Benchmarks are Only the Beginning Read More »
Conducting Brand Lift Studies for podcasts can be a challenge. It can be difficult to catch listeners ‘in the wild’ to see if your campaign is moving the needle on awareness, consideration or brand perceptions. But it also provides an opportunity. At the heart of the challenge is the magic power that makes podcasts so
Brand Lift Studies for Podcasts: The Controlled Exposure Approach Read More »
As we look towards 2021 with a big sigh of relief, it feels like a good time to look back at 2020. As traumatic as 2020 has been, it was also a year of change for audio. Stay-at-home orders disrupted our lives and shook up the habits around the soundtrack that accompanies our lives. Commute
8 Things We Learned from Our Audio Research in 2020 Read More »
There are hundreds of thousands of active podcasts. That’s a whole lot of podcasts. And they come in all shapes and sizes. So why is it that there are so many podcasts, but only two basic types of podcast ads: the host-read ad and the announcer-read ad? With so many podcasters striving to put their
Do Podcast Ads All Have to Sound So Much Alike? Read More »
As we’ve been working on brand lift studies for radio, podcasts and music streaming lately, I’ve found myself thinking about my trips to art galleries. Sometimes, a gallery visit can be like taking an art history course. You can start by seeing what was valued by an ancient culture through their sculptures or pottery. Then
Brand Lift Studies: Seeing the Full Picture Read More »