Podcasting

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

/ Audio Update, Brand Lift Study, Podcasting
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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Listener Motivations Pave the Way to Podcast Growth and Ad Effectiveness

/ Advertising research, Audio Update, Podcasting

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?

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Why Maturing DTC and Direct Response Brands Need Brand Lift

/ Audio Update, Brand Lift Study, Podcasting

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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