Video podcasts, and YouTube more specifically, remain controversial in podcasting it seems, especially among some industry veterans. The caution and skepticism is understandable, given Google’s market power and tendency to move unilaterally and sometimes unpredictably. That said, I think YouTube’s influence will bring more eyes and ears to podcasts in 2024. And that’s a good […]
YouTube and Video Will Grow Podcasting in 2024 Read More »
We’re counting our blessings at Signal Hill Insights as we look back at our audio research in 2023. One of the many privileges from working on industry research with partners like Sounds Profitable, Triton Digital, and Cumulus Media is the unique perspective it gives us on the ever-evolving audio landscape. In the past year alone,
Three Potential Game-Changers from our 2023 Audio Research Read More »
Unique among mass media, podcasting is still in a growth stage, with no end in sight. Consumers discovering podcasts are an opportunity for every stakeholder, podcasters, publishers and advertisers, alike. So, it’s critical to be aware of where the growth is – who are the new consumers? We understand this opportunity by examining the data
Podcasters & Advertisers: Meet Your New Audience Read More »
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 »