![]() With seamless integration and non-intrusive experiences, podcast advertising offers a cost-effective and engaging way for brands to connect with their target audience, with various methods like dynamic ad insertion and host-read ads providing effective avenues for engagement. The rise of audio content, particularly podcasts, has gained momentum, especially since the pandemic. Audio advertising's success, driven by music streaming and podcast platforms, is due to programmatic methods that efficiently target specific customer segments, offering better engagement and returns without relying on individual data for privacy. The study of 302 marketers and media agencies in June 2023 revealed that spending intention for podcast advertising has grown significantly, with 62% of brands and agencies likely to consider advertising in podcasts, marking a nine-year record, and nearly 60% of agencies and advertisers currently advertising in podcasts.Īudio news, including radio, online audio, and podcasting, is seeing a resurgence with 42% of Americans over 12 having listened to a podcast in the past month. This collaboration aims to redefine the podcast advertising landscape by providing advertisers with more targeted opportunities and empowering podcasters to monetize their content more effectively.Ī recent study conducted by Advertiser Perceptions on behalf of CUMULUS MEDIA | Westwood One Audio Active Group has shown that interest in podcast advertising among advertisers and agencies has reached a nine-year high. Sonnant, an AI-powered audio data platform, and PodcastDb, a sizable podcast database, have partnered to offer advertisers and brands a contextually relevant and secure advertising solution across podcast content. However, understanding and assessing the nuances of the message and creative are crucial for optimizing ad impact, refining audience targeting, and ultimately benefiting both advertisers and audiences. Writing for Signal Hill Insights, Paul Riismandel explains that measurement in podcast advertising, especially ad effectiveness, often overlooks the role of creative messaging, focusing primarily on binary questions about performance. This innovation, combining Libsyn's AdvertiseCast and Julep Media, provides precise ad delivery based on contextual understanding, enhancing podcast advertising's effectiveness and reach. ![]() Libsyn introduces Predictive Contextual Targeting, a sophisticated cookie-free ad targeting solution, allowing podcast advertisers to reach specific audiences across diverse segments. This collaboration reinforces Acast's commitment to impartial tools for successful podcast advertising while discontinuing campaigns using Spotify's Ad Analytics and moving towards certified attribution partners in various regions. ![]() Check it out below!Īcast has selected Podscribe as its preferred attribution partner, offering advertisers reliable attribution services at no extra cost. We've collected insights from this study, as well as several other recent podcasting industry developments, in our latest LinkedIn article about why it is becoming increasingly urgent for audio-only podcasters to consider adding a video component to their shows. The survey indicates that this changing definition is prominent among users of various platforms, not just YouTube.Īmong preferred app users, 89% of YouTube, 70% of Spotify, and 67% of Apple Podcast users consider podcasts to be either audio or video. Only 22% of podcast consumers define a podcast as "audio-only". podcast consumers now consider a podcast to be either audio or video. ❗️ This Week's Top Headline Is your podcast audio-only? You should probably rethink that according to this latest studyĪ survey by Coleman Insights and Amplifi Media shows that 75% of U.S. have purchased a product advertised on a podcast in the past yearĪlright, enough with the breakdown! Let's dive straight into the roundup. Why white noise podcasts are taking an estimated $38 million per year out of Spotify's profitsĪ newly released report which found that 48% of podcast listeners in the U.S. ![]() We're diving into all of it in our latest edition of This Week In Podcasts, including:Ī brand-new study revealing that only 22% of podcast listeners consider podcasts to be an audio-only genre This year's Podcast Movement took place over the last few days, so naturally the podcasting industry is absolutely buzzing with dozens of game-changing updates! YouTube is adding RSS feed support for audio-only podcasts to their platform, and Apple Podcasts and Spotify both have stacks of new features for podcasters. ![]()
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