Podcasting

3 Lessons We’ve Learned from Top-Testing Branded Podcasts

top-testing branded podcasts

Part of the podcast explosion of the past few years has been the rise of branded podcasts. Done right, branded podcasts can be incredibly powerful. Not only do podcasts reach young, affluent consumers who favour ad-free content, but no other form of content marketing can deliver the deep engagement of podcasting and keep the audience …

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One in Two Million: How Listeners Discover New Podcasts

One of the biggest challenges facing podcasting is discovery. It cuts both ways. Where can podcast listeners go to find their next great obsession? And, if you’re a podcaster, how do you get your podcast discovered among the 2 million or so podcasts crowding the playing field? We put our microscope on this a few …

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Survey Benchmarks are Only the Beginning

marker embedded in a large rock in front of the Noroton Volunteer Fire Department, Darien, Connecticut.

How Customization Adds Value to a Brand Lift Study        In civil engineering surveys, benchmarks (like the one above) provide a reference point from which other measurements can be taken. These are often quite literally set in stone because their value derives from being a static, unchanging point of comparison. Market research surveys …

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Hear That? It’s the Sound of Audio Building Brands

Over the past few decades, audio has been used mainly as a tactical tool to drive immediate sales. And for some very good reasons. Radio serves as the last mile in reaching drivers in their cars or trucks who are about to make a purchase. Meanwhile, direct-to-consumer brands have had great success with host-read ads …

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8 Things We Learned from Our Audio Research in 2020

As we look towards 2021 with a big sigh of relief, it feels like a good time to look back at 2020. As traumatic as 2020 has been, it was also a year of change for audio. Stay-at-home orders disrupted our lives and shook up the habits around the soundtrack that accompanies our lives. Commute …

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Podcasts for the People: the Growing Variety of Podcast Content

Every year when we dig into the findings from the latest Canadian Podcast Listener study we see some fascinating changes in how people are listening to podcasts. This year, in our 4th annual study, we couldn’t help noticing  how different the most popular podcasts are from what we saw in our first study back in 2017. As …

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Could Too Much Success Burst the Podcasting Bubble?

We’ve all been living in bubbles since March. And the podcast world has been living in something of its own bubble. With revenues cratering in most media sectors, podcasting has been floating above the fray. Even with downgraded growth projections, the IAB/PwC Podcast Advertising Revenue Study is expecting a double-digit increase in U.S. ad revenues …

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