Brand Lift Study

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

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.

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

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

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

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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Upping the Ad Effectiveness Game – from “Data-Driven” to “Insights-Driven”

insights driven

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

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Why Maturing DTC and Direct Response Brands Need Brand Lift

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

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The Hidden Podcast Audience: The Side-Hustler

side hustler podcast listener

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. 

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What We’ve Learned About What Makes a Successful Branded Podcast

successful branded podcasts

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,

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