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 »
How can I grow a larger audience with my podcast? That’s the first question asked by virtually every podcaster, publisher, and brand that ever launched their own podcast. Truth is, there’s no easy answer. Some assume it’s all about marketing. While that is certainly one component, it’s not the whole picture. As Tom Webster points
If I had a dollar for every time I heard a marketer or buyer say that they’re “data-driven,” well, I’d be richer than I am now. Of course, data is the foundation to understanding the impact of ad campaigns. But too often I see ad effectiveness pretty much stop with data. A podcaster, network, agency
Upping the Ad Effectiveness Game – from “Data-Driven” to “Insights-Driven” 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 »
It’s a misnomer that a successful podcast or streaming audio brand lift study is one that shows actual lifts in your top brand metrics. Instead, a successful brand lift study is one that tells you why your ad campaign worked, or why it didn’t. But an even more successful study unpacks all the factors that
5 Reasons You’re Not Getting Enough Brand Lift Insight Read More »
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 »