If I had a dollar for every time a conference presenter or panelist said on stage that they’re “very data-driven,” well…. I’d be writing this from my beachfront veranda rather than my basement. Look, I understand what they mean. Having the right data is important – no argument there. But data is the raw stuff. […]
Data Builds the House of Insights Read More »
I have a simple question: How do you learn what audiences think about your podcast, video, branded content or ad campaign? Here’s the simple answer: You ask them. That’s not just simple, but so logical and straightforward you’d think we could stop there. So, why am I writing about it? First, it still surprises me
Four Ways to Use Audience Surveys for Podcasts, Video, Ads and Branded Content Read More »
At Signal Hill Insights we’re proud to have just released our second annual Benchmark Report: Branded Podcasts. It’s the only report of its kind, analyzing survey responses from more than 15,000 podcast listeners, offering their opinion on branded podcast episodes, as well as how the podcast shaped how they feel about the brands behind them.
The “Why” and “How” Behind Branded Podcast Performance Read More »
I eat too much fast food. Living 100 metres from a McDonalds means that the “big arches” tend to be my most-frequented chain, and yet it seems every time I pop in, there’s a different sandwich on the menu. Recently, my sodium-and-cholesterol-fueled brain made the connection between McDonald’s product strategy, and something I heard asked
What the McCrispy Can Tell Us About Podcasting: A Case Study from French Canada Read More »
I think this should be obvious: podcasting has changed a lot in the last ten years, almost entirely for the better. I say, “should,” because today I still often read and hear some industry observers lamenting these changes, expressing nostalgia for “the good old days.” True, it’s harder to top the charts with a new
142 Million Opportunities for Podcasting in 2025 Read More »
2024 was a high water mark for Signal Hill Insights, working with our clients to survey a record of more than 65,000 audio listeners in the US, Canada, Australia and Netherlands. Of these, more than 70% listened to podcasts monthly. About 80% of respondents participated in an audience landscape study like Sounds Profitable’s The Podcast
5 Things We Learned from 65,000+ Audio Listeners in 2024 Read More »
Podcasting in Canada is growing. This is something we talk about a lot in the industry, but it’s easy to lose perspective on what that growth really looks like when you’re focused on the year-over-year growth of monthly listening. We started tracking Canadian podcast listening in 2017 with The Canadian Podcast Listener, currently the longest-running
Five million new Canadian Adults have become Monthly podcast listeners since 2019 Read More »
Podcasting is uniquely global. Owing to the open ecosystem of RSS and the fact that the medium isn’t tied to any single platform, there are fewer barriers to international distribution than with much of digital media. Not surprisingly, English-language podcasts have opportunities to reach audiences beyond a podcaster’s own national borders. Just one example is
Podcasting Is Global – Research Should Be Too Read More »
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 »
My experience in podcast advertising has shown me over and over again that the tone, alignment and contextual fit of ad creative with the podcast content has an impact on adeffectiveness. I believe that’s one reason why a preference for host-read ads persists. It’s hard to think of a better way to ensure there’s a
Podcast Ad Alignment Matters Read More »