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 […]
What Makes Podcasts a Unique Ad Medium: Two Foundational Learnings Read More »
Looking at the recently released IAB/PwC U.S. Podcast Advertising Revenue Study 2023, I found it notable that brand-focused campaigns are now claiming a clear majority of projected podcast ad revenue this year: 61%. That’s a 13-point gain since 2021. But that understates a much more impressive number when you look at the actual dollar amounts.
Branding Investment in Podcasting Doubles, Magnifying Focus on Brand Lift Read More »
Podcasts stand out among other media for all the marketing possibilities available to brands. The same low barrier to entry for podcast creators also opens the door to a whole world of ways brands can tap into the deep engagement of podcasts. The opportunities stretch well beyond the traditional 30-second or 60-second ads. The other
Proving Out Content Marketing Opportunities for Brands on Podcasts Read More »
Streaming audio had a head-start on podcasting in establishing digital audio advertising. It’s been around a little longer, becoming practical in the late 90s, while podcasting emerged around 2003. Ads on streaming audio didn’t quite coalesce into an industry until the mid-2000s, but that’s still earlier than podcasts. That can make streaming audio advertising seem
It’s Easy to Measure Streaming Audio (Along with Your Podcasts) Read More »
What do habitual podcast listeners – the true blue podheads – get that other listeners don’t? That’s an important question. If podcasting is going to continue to grow year after year, the industry not only needs to encourage more people to listen to their first podcast, but it also needs to understand how to get
Helping More Podcast Listeners Get the Podcast Habit Read More »
Let me share two widely held orthodoxies in the podcast industry: Podcast ads outperform nearly any other kind of ad Host-read ads are the best kind of podcast ad Now, there are many, many reasons to complicate these propositions. However, they are repeated widely enough to say that many people think they’re true much of
This Is Not My Beautiful Host Read Ad. How Did I Get Here? Read More »
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
Can the Benefits of Digital be a Rising Tide for All Audio? Read More »
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
Why Podcasters and Publishers Should Lean into Ad Measurement Read More »
Every content provider knows how fundamentally critical it is to understand your audience. This is beyond true for podcasts. With hundreds of thousands of active podcasts to choose from, success depends on how to get your podcast audience and your advertisers to choose your podcast. The benefits are clear. The more you know about your
Closing the ‘Know Your Audience’ Gap for Podcasts Read More »
Nearly half of ad buyers (45% to be exact) say that the quality of the podcast ad creative is the most important consideration when choosing a podcast publisher partner. This lands at the top of all factors, beating out audience targeting and even price. I have to admit this was one of the more surprising
Why Podcast Ad Creative Is Pivotal, Now More than Never Read More »