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 […]
Closing the ‘Know Your Audience’ Gap for Podcasts Read More »
Nearly half of ad buyers (45% to be exact) say that the quality of the podcast ad creative is the most important consideration when choosing a podcast publisher partner. This lands at the top of all factors, beating out audience targeting and even price. I have to admit this was one of the more surprising
Why Podcast Ad Creative Is Pivotal, Now More than Never Read More »
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
Measuring the Success of Branded Podcasts: Choosing the Right Yardsticks Read More »
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
Let’s Think about Podcast Consumers, Not Just Listeners Read More »
As we’ve explored in this series of posts, brand lift is a powerful methodology for measuring and understanding how an ad campaign’s message is resonating with audiences. That goes to show the return on investment when your goals are in the upper-funnel, like awareness, favorability, and intent. Without a doubt, proving that effectiveness is valuable
New Frontiers in Brand Lift for Digital Audio Read More »
In my last post I defined what brand lift is, how it’s distinct from other forms of lift measurement, and why a brand should use this ad effectiveness method. In this installment – part two of four – I’m going to dive into some of the practical details of how brand lift studies are measured.
How Does Brand Lift Work for Audio and Podcasts? Read More »
We’re seeing a compelling case for podcasts as an increasingly important consideration in any ad campaigns targeting anyone under the age of 35. That’s our key takeaway from working as the research partner with Tom Webster and Bryan Barletta of Sounds Profitable in the new study The Medium Moves the Message: A Comparative Assessment of
Making the Case for Podcasts on Younger Demo Ad Buys Read More »
Here in April, as the second quarter lurches forward, it’s supposed to be Spring in my Pacific Northwest home, even as I stare out the window desperately hoping for a glimpse of blue sky and sun. Nevertheless, despite a dark and dreary winter for many of us in the northern hemisphere, looking back at the
4 Bright Signs for Podcasting from 2023’s First Quarter Read More »
A decade ago, one year before the launch of Serial, you could be forgiven for thinking podcasting was destined to be another casualty along what we used to call the “information superhighway.” Monthly podcast listening had stalled at 12% among Americans aged 12+ in the Edison Research Infinite Dial – down 2 points from 2012.
Has Podcasting Become a Mass Medium? Read More »
Attention. That’s really what podcasters are asking of their audiences, and therefore that’s what advertisers are buying on podcasts. It’s also why a recent blog post from Dan Misener, co-founder of the podcast growth agency Bumper, got, uh, a lot of attention from the industry. Dan proposes a method to help podcasters to “[m]easure attention,
Brand Lift Is the Ad Attention Metric You’re Looking For Read More »