Branded Podcasts

Five million new Canadian Adults have become Monthly podcast listeners since 2019

/ Audio Update, Branded Podcasts, Podcasting
podcast listener

Podcasting in Canada is growing. This is something we talk about a lot in the industry, but it’s easy to lose perspective on what that growth really looks like when you’re focused on the year-over-year growth of monthly listening. We started tracking Canadian podcast listening in 2017 with The Canadian Podcast Listener, currently the longest-running […]

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Podcast Advertising Trends: Branding is “In” 

/ Advertising research, Audio Update, Brand Lift Help, Branded Podcasts, Podcasting
podcast advertising trends

Advertising Week NYC is in full effect, and I’m on the ground taking it all in as we publish. Going into this week I couldn’t miss Digiday’s “Guide to What’s In and Out” at the event, especially this proclamation: In Resurgence of brand building OutFocus on performance marketing That’s music to my ears, and prompts me

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Know Your Audience, Grow Your Audience: How Red Hat Cultivates Successful Branded Podcasts (with ROI)

/ Audio Update, Branded Podcasts, Podcasting
Red Hat

How can I grow a larger audience with my podcast? That’s the first question asked by virtually every podcaster, publisher, and brand that ever launched their own podcast.  Truth is, there’s no easy answer. Some assume it’s all about marketing. While that is certainly one component, it’s not the whole picture. As Tom Webster points

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The Business Podcast Listener – Who They Are; How to Reach Them

/ Audio Research, Audio Update, Branded Podcasts, Podcasting
business podcast listener

I recently shared some insights from our research on the podcast listening habits of senior executives. Most notably, we found that they are more than 2x as likely as other podcast consumers to be what we call “power listeners,” spending at least five hours a week with podcasts. That was one of the most widely

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Measuring the Many Shades of Branded Integrations with Podcasts

/ Audio Update, Branded Podcasts, Podcasting
Branded integrations with podcasts

At times a brand needs to share a story that requires more than 30 seconds or a minute to tell effectively. While branded podcasts can be a very effective vehicle for longer storytelling, a challenge lies in building an audience for a new show. There is a middle ground. Rather than trying to carve out

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

/ Audio Update, Brand Lift Study, Branded Podcasts, Podcasting
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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