Podcasting

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

/ Advertising research, Audio Update, Podcasting
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

/ Audio Update, Brand Lift Study, Podcasting
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

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
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

/ Advertising research, Audio Update, Podcasting
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

/ Audio Update, Podcasting
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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Three Potential Game-Changers from our 2023 Audio Research

/ Advertising research, Audio Research, Audio Update, Podcasting

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,

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Podcasters & Advertisers: Meet Your New Audience

/ Advertising research, Audio Update, Podcasting
podcast newcomers

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

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What Makes Podcasts a Unique Ad Medium: Two Foundational Learnings

/ Advertising research, Audio Research, Audio Update, Podcasting
Podcast Ad Opportunity

Podcast advertising has grown dramatically over the past few years, outpacing all other digital media. The most recent IAB U.S. Podcast Advertising Revenue Study 2023 predicts ad revenue will hit nearly $4 billion in 2025, more than 2x that of 2022. As new advertisers come into podcasting, it’s critical that they approach podcasts with a

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Branding Investment in Podcasting Doubles, Magnifying Focus on Brand Lift

/ Audio Update, Brand Lift Study, Podcasting
Branding investment in podcasting

Looking at the recently released IAB/PwC U.S. Podcast Advertising Revenue Study 2023, I found it notable that brand-focused campaigns are now claiming a clear majority of projected podcast ad revenue this year: 61%. That’s a 13-point gain since 2021. But that understates a much more impressive number when you look at the actual dollar amounts.

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Proving Out Content Marketing Opportunities for Brands on Podcasts

/ Audio Update, Podcasting
content marketing for podcasts

Podcasts stand out among other media for all the marketing possibilities available to brands. The same low barrier to entry for podcast creators also opens the door to a whole world of ways brands can tap into the deep engagement of podcasts. The opportunities stretch well beyond the traditional 30-second or 60-second ads. The other

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