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 […]
Podcasting Is Global – Research Should Be Too Read More »
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
Why Marketers Need to Measure Consumer Intent Read More »
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 »
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 »
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 »
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 »
Side-by-side with the explosion in podcast listening over the past 10 years is the mini-explosion of brands using branded podcasts as a pillar in their content marketing strategy. Podcast ad revenues are forecast to have grown by 26% in 2023, according to the IAB/PwC U.S. Podcast Advertising Revenue Study. Branded content, which includes branded podcasts,
What We’ve Learned About What Makes a Successful Branded Podcast Read More »
We do a lot of brand lift studies on branded podcasts, with about half of them being B2B podcasts. Some of these B2B podcasts target the executives at large organizations who can influence multi-million-dollar decisions. One of those brands recently contacted us to understand more about how to reach C-Suite podcast listeners (or the executives knocking
The Podcast Listening Habits of Highly Influential Executives Read More »
When measuring podcast and streaming advertising effectiveness, more data is better than less data. That’s because having more data raises our confidence that the results are reliable. It also provides opportunities for deeper analysis. With brand lift studies the simplest way to grow our dataset is to increase the number of respondents – the sample
The Case for Going Long(er) with Brand Lift Read More »
As more brand advertisers discover podcasts, they are looking to get a clear view of how their campaigns are working. Unfortunately, the fragmented way many brands and agencies find themselves conducting research to measure podcast advertising effectiveness places limits on their visibility. Unlike the direct response advertisers who paved the way for podcast advertising by
Podcast Advertising Effectiveness: Getting a Wide Angle View Read More »