Podcasting

Branding Investment in Podcasting Doubles, Magnifying Focus on Brand Lift

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

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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Can the Benefits of Digital be a Rising Tide for All Audio?

digital audio

Thinking back 10 years ago, it was reasonable to expect that the growth of podcast listening and music streaming would take a slice out of the rapidly growing pie of revenue going to digital advertising. Music streaming in particular offered advertisers the same benefits as other digital media. It delivered addressable audio, allowing brands to

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Why Podcasters and Publishers Should Lean into Ad Measurement

ad measurement

I’m looking forward to Podcast Movement next week where I’ll be presenting “4 Keys for Holistic Campaign Measurement” on Wednesday, Aug. 23, at 3:15 PM. I’ve been having a lot of conversations about this with folks from across the industry – including publishers, ad sellers and buyers – and wanted to take it to a

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Closing the ‘Know Your Audience’ Gap for Podcasts

podcast audience

Every content provider knows how fundamentally critical it is to understand your audience. This is beyond true for podcasts. With hundreds of thousands of active podcasts to choose from, success depends on how to get your podcast audience and your advertisers to choose your podcast. The benefits are clear. The more you know about your

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Measuring the Success of Branded Podcasts: Choosing the Right Yardsticks

Branded podcasts

We are all making data-driven decisions. And so we should be. The key thing is choosing the most relevant measure of success. And when it comes to branded podcasts, that measure is not just downloads or impressions. Branded podcasts are something of a unicorn in the media world. And that means they require a different

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Let’s Think about Podcast Consumers, Not Just Listeners

One of the privileges of working on the biannual Cumulus Media / Signal Hill Insights’ Podcast Download Report over the past four years has been the opportunity to keep a close eye on changes in podcast platform usage in the US. In particular, we have been able to track YouTube’s emergence as a leading podcast

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