Black Americans are a vital force within the American podcast audience. Through our research, we’ve been fortunate enough to have an inside track on what they’re listening to, and the types of brands that have an opportunity to leverage podcasts to reach this powerful consumer segment. Since 2021, Signal Hill Insights has been tracking podcast […]
The Listening and Consumer Habits of the Black Podcast Audience Read More »
A focus on return is fundamental for direct-to-consumer (DTC) brands, but there comes a time in every brand’s life when marketers must take a step back and ask some questions about how audiences respond to their efforts. Do they remember our brand? Which messages are resonating, and which fall flat? What do consumers think about
Why Maturing DTC and Direct Response Brands Need Brand Lift 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 »
Over the last couple of years we at Signal Hill Insights have seen rising interest from B2B and other advertisers in reaching small business owners (SBOs). This comes to our attention through our podcast brand lift studies, as we work with agencies, brands and publishers to identify the target audiences for their media and research.
The Hidden Podcast Audience: The Side-Hustler Read More »
I recently shared some insights from our research on the podcast listening habits of senior executives. Most notably, we found that they are more than 2x as likely as other podcast consumers to be what we call “power listeners,” spending at least five hours a week with podcasts. That was one of the most widely
The Business Podcast Listener – Who They Are; How to Reach Them Read More »
At times a brand needs to share a story that requires more than 30 seconds or a minute to tell effectively. While branded podcasts can be a very effective vehicle for longer storytelling, a challenge lies in building an audience for a new show. There is a middle ground. Rather than trying to carve out
Measuring the Many Shades of Branded Integrations with Podcasts Read More »
Side-by-side with the explosion in podcast listening over the past 10 years is the mini-explosion of brands using branded podcasts as a pillar in their content marketing strategy. Podcast ad revenues are forecast to have grown by 26% in 2023, according to the IAB/PwC U.S. Podcast Advertising Revenue Study. Branded content, which includes branded podcasts,
What We’ve Learned About What Makes a Successful Branded Podcast 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 »
We do a lot of brand lift studies on branded podcasts, with about half of them being B2B podcasts. Some of these B2B podcasts target the executives at large organizations who can influence multi-million-dollar decisions. One of those brands recently contacted us to understand more about how to reach C-Suite podcast listeners (or the executives knocking
The Podcast Listening Habits of Highly Influential Executives Read More »
When measuring podcast and streaming advertising effectiveness, more data is better than less data. That’s because having more data raises our confidence that the results are reliable. It also provides opportunities for deeper analysis. With brand lift studies the simplest way to grow our dataset is to increase the number of respondents – the sample
The Case for Going Long(er) with Brand Lift Read More »