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 »
We are all making data-driven decisions. And so we should be. The key thing is choosing the most relevant measure of success. And when it comes to branded podcasts, that measure is not just downloads or impressions. Branded podcasts are something of a unicorn in the media world. And that means they require a different
Measuring the Success of Branded Podcasts: Choosing the Right Yardsticks Read More »
One of the privileges of working on the biannual Cumulus Media / Signal Hill Insights’ Podcast Download Report over the past four years has been the opportunity to keep a close eye on changes in podcast platform usage in the US. In particular, we have been able to track YouTube’s emergence as a leading podcast
Let’s Think about Podcast Consumers, Not Just Listeners Read More »
As we’ve explored in this series of posts, brand lift is a powerful methodology for measuring and understanding how an ad campaign’s message is resonating with audiences. That goes to show the return on investment when your goals are in the upper-funnel, like awareness, favorability, and intent. Without a doubt, proving that effectiveness is valuable
New Frontiers in Brand Lift for Digital Audio Read More »
Now that we’ve reviewed what brand lift is, and how we go about measuring it, it’s time to address where we can apply the method. I specifically get a lot of questions about podcasts. Can you measure host-read ads? How about direct-ad-injected (DAI)? Or, even branded series? The short answer is: yes. There’s a brand
What Can We Measure with Brand Lift? Read More »
In my last post I defined what brand lift is, how it’s distinct from other forms of lift measurement, and why a brand should use this ad effectiveness method. In this installment – part two of four – I’m going to dive into some of the practical details of how brand lift studies are measured.
How Does Brand Lift Work for Audio and Podcasts? Read More »