Podcasting

You Should Care How Listeners Feel About Your Podcast Ads

podcast ads

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 […]

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The Hidden Podcast Audience: The Side-Hustler

side hustler podcast listener

Over the last couple of years we at Signal Hill Insights have seen rising interest from B2B and other advertisers in reaching small business owners (SBOs). This comes to our attention through our podcast brand lift studies, as we work with agencies, brands and publishers to identify the target audiences for their media and research. 

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

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

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

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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Driving Podcast Ad Innovation with Thought Leadership: Testing the Power of Talent Reads

podcast ad reads

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

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The Podcast Listening Habits of Highly Influential Executives

b2b podcast

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

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Podcast Advertising Effectiveness: Getting a Wide Angle View

podcast advertising effectiveness

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

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The Value of Measuring the Upper Funnel for Podcast Ads

upper funnel of podcast ads

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

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YouTube and Video Will Grow Podcasting in 2024

YouTube podcasts

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

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