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 »
My experience in podcast advertising has shown me over and over again that the tone, alignment and contextual fit of ad creative with the podcast content has an impact on adeffectiveness. I believe that’s one reason why a preference for host-read ads persists. It’s hard to think of a better way to ensure there’s a
Podcast Ad Alignment Matters Read More »
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
Podcast Advertising Trends: Branding is “In” Read More »
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
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 »
Every podcast – and podcast ad campaign – needs a North Star, a guiding light that sets it apart and gives it its reason for being. It starts with a clear understanding of how the podcast serves the needs and motivations of its listeners. What are the hot buttons that drive listeners to consume podcasts?
Listener Motivations Pave the Way to Podcast Growth and Ad Effectiveness 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 »
FM Radio in the 70s I lived among the dinosaurs. My career in audio started just as FM radio was catching fire, grabbing audience share from AM radio. Those were heady times. Station owners were turning their FM signals over to 20-somethings because “the kids will know what to do with it.” Mostly, we knew
You Should Care How Listeners Feel About Your Podcast Ads Read More »