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 […]
The Business Podcast Listener – Who They Are; How to Reach Them Read More »
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
Measuring the Many Shades of Branded Integrations with Podcasts Read More »
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,
What We’ve Learned About What Makes a Successful Branded Podcast Read More »
Even with many new ad technologies in podcasts – from programmatic to contextual targeting – there remains a strong consensus in the industry that host reads are often most desirable. At the same time, they are the most challenging type of ad creative to scale. One obvious limitation is that the creative may only appear
Driving Podcast Ad Innovation with Thought Leadership: Testing the Power of Talent Reads Read More »
We do a lot of brand lift studies on branded podcasts, with about half of them being B2B podcasts. Some of these B2B podcasts target the executives at large organizations who can influence multi-million-dollar decisions. One of those brands recently contacted us to understand more about how to reach C-Suite podcast listeners (or the executives knocking
The Podcast Listening Habits of Highly Influential Executives Read More »
As more brand advertisers discover podcasts, they are looking to get a clear view of how their campaigns are working. Unfortunately, the fragmented way many brands and agencies find themselves conducting research to measure podcast advertising effectiveness places limits on their visibility. Unlike the direct response advertisers who paved the way for podcast advertising by
Podcast Advertising Effectiveness: Getting a Wide Angle View Read More »
Podcasts are renowned for breaking emerging brands, especially direct-to-consumer brands that discover how to leverage the medium’s unique strengths. Much of that success was built on performance tactics – so-called “lower funnel” objectives – optimizing for mostly online sales that are relatively easy to measure. At the same time, brand campaigns with “upper funnel” objectives
The Value of Measuring the Upper Funnel for Podcast Ads Read More »
Video podcasts, and YouTube more specifically, remain controversial in podcasting it seems, especially among some industry veterans. The caution and skepticism is understandable, given Google’s market power and tendency to move unilaterally and sometimes unpredictably. That said, I think YouTube’s influence will bring more eyes and ears to podcasts in 2024. And that’s a good
YouTube and Video Will Grow Podcasting in 2024 Read More »
We’re counting our blessings at Signal Hill Insights as we look back at our audio research in 2023. One of the many privileges from working on industry research with partners like Sounds Profitable, Triton Digital, and Cumulus Media is the unique perspective it gives us on the ever-evolving audio landscape. In the past year alone,
Three Potential Game-Changers from our 2023 Audio Research Read More »
Unique among mass media, podcasting is still in a growth stage, with no end in sight. Consumers discovering podcasts are an opportunity for every stakeholder, podcasters, publishers and advertisers, alike. So, it’s critical to be aware of where the growth is – who are the new consumers? We understand this opportunity by examining the data
Podcasters & Advertisers: Meet Your New Audience Read More »