Podcasting

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

/ Advertising research, Audio Update, Podcasting, Streaming 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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