Brand Lift Study

The News Podcast Audience Hits a New High, and Sees a Striking Change in Composition

/ Audience Research, Audio Update, Brand Lift Study, Podcasting
news podcast

News has consistently been the second most-consumed category of podcasts since 2021, the first year of the survey of 12,000 adult podcast consumers that Signal Hill Insights conducts annually in the U.S. in support of Triton Digital’s Podcast Metrics Demos+. In the second quarter of this year the News genre hit a new high, with […]

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Attribution & Brand Lift: Two Great Methods that Measure Better Together

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
attribution and brand lift

Attribution & Brand Lift: Two Great Methods that Measure Better Together “We’re only focused on conversions.” “Sales are our only KPI.” “Attribution moves the needle.” These are things I’ve heard over and over again talking to agencies and brands about their podcast and digital audio ad metrics. It’s usually during a conversation where they’re explaining

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YouTube Isn’t Dominating Podcasting

/ Audio Update, Brand Lift Study, Podcasting, Video Podcasting
YouTube podcasting

There’s no doubt that YouTube has become an important force in podcasting, primarily due to growing consumer preference for the video platform. The Cumulus Media / Signal Hill Insights Podcast Download study released in April 2023 marked the first time we saw YouTube overcome Spotify as the most used podcast consumption platform in the US.

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Unique Opportunity: A Spectrum of Branded Content in Podcasting

/ Audio Update, Brand Lift Study, Branded Podcasts, Podcasting
branded content in podcasting

Branded content in podcasting has been on my mind lately, and if it’s not  on the mind of CMOs, brand marketers, content studios, podcasters and publishers – I think it should be! And here’s why… The just-released IAB / PwC Internet Advertising Revenue Report for 2024 calls out four factors driving podcasting’s revenue growth of

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Why Signal Hill Is Measuring Video Podcast Ads, and Why Video Is a Net Gain for Podcasting

/ Advertising research, Audio Update, Brand Lift Study
video podcast advertising

The growing prominence of YouTube in podcasting dominates industry conversations today. And for good reason. It changes much of how we all think about a “podcast.” At Signal Hill Insights, we’ve had a front row seat to watch the growth of YouTube as a podcast platform over the past six years. We first identified its

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Why Hit Play on a Podcast? Influencing the Decision to Listen.

/ Audio Update, Brand Lift Study, Canadian Podcast Listeners, Guest post, Podcasting

The ways in which podcast listeners are finding their next favorite show are constantly evolving. With discovery being so key to podcast growth, publishers and podcasts keep a keen eye on discovery trends year after year. It’s something we track in The Canadian Podcast Listener, so we’re pleased to present this guest post from our

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Four Ways to Use Audience Surveys for Podcasts, Video, Ads and Branded Content

/ Advertising research, Audience Research, Audio Update, Brand Lift Study
podcast audience

I have a simple question:  How do you learn what audiences think about your podcast, video, branded content or ad campaign? Here’s the simple answer:  You ask them. That’s not just simple, but so logical and straightforward you’d think we could stop there. So, why am I writing about it? First, it still surprises me

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Podcasting Is Global – Research Should Be Too

/ Audio Update, Brand Lift Study, Podcasting

Podcasting is uniquely global. Owing to the open ecosystem of RSS and the fact that the medium isn’t tied to any single platform, there are fewer barriers to international distribution than with much of digital media.  Not surprisingly, English-language podcasts have opportunities to reach audiences beyond a podcaster’s own national borders. Just one example is

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Why Marketers Need to Measure Consumer Intent

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
Consumer intent

Let me ask you a question: What comes right before action? Here’s my answer: Intent. When we’re evaluating the effectiveness of a podcasting or streaming audio advertising campaign, a lot of attention gets paid to attributable actions. Did an ad drive someone to visit a website, download something, install an app or finally make a

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