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 »
One of the most under-reported data points about podcasting is the popularity of news podcasts. Lost amid all the stories about Joe Rogan and true crime podcasts is the fact that a whole lot of people get their news from podcasts. The question is, why? And, more importantly, in today’s news-saturated media environment, what makes
What Makes Podcasts a Powerful and Unique Medium for News Read More »
Recently, Triton Digital released their 2022 U.S. Podcast Report, and it’s chock full of tasty data and overall positive news for podcasting. The top headline is that overall downloads are up 20% over 2021. Moreover, the average listener downloaded 1.1 more hours of content a week, too. The report also reveals some very strategic demographic
Digging the Demos in Triton’s 2022 U.S. Podcast Report Read More »
Over the last few months, the tone of a few widely circulated articles about podcasting have taken something of an abrupt turn. Unbridled optimism has been replaced by headlines projecting a rocky road ahead for podcasting or even a sense that podcasting’s best days were somehow behind us. It’s time to put the stories and
Filling Up the Glass: The Outlook for Podcast Advertising Read More »
I vividly remember when Bryan Barletta first pitched me his idea for Sounds Profitable. It was August 2020, and I was heading up podcast research at Stitcher, just a couple months before the company was acquired by SiriusXM. Being the height of the pandemic, of course we were on a Zoom call, but I barely
A Partnership that Sounds Profitable for the Podcast Industry Read More »
I am very excited to join the Signal Hill Insights team, especially right now. I think there is some vital work to do in support of growing podcasting, and Signal Hill is in a central position to do this. I cannot overstate the importance of independent third-party research in the development of any media platform.
Ready to (Third) Party for the Future of Podcasting Read More »