Podcast Pair’s Post

In the midst of a challenging advertising landscape, podcast ad revenues have shown resilience, growing to $1.9 billion in 2023, according to the latest IAB U.S. Podcast Advertising Study. Looking ahead, the industry is poised for a robust rebound, with projections suggesting a climb to $2.6 billion by 2026. This growth is fueled by innovations in programmatic advertising, the popularity of live podcast events, and the burgeoning trend of video podcasts. The comedy and sports categories continue to captivate the largest audiences, while consumer goods and retail sectors experience significant revenue growth. #Podcasting #AdRevenue #MediaInnovation #DigitalMarketing

#FridayFind: The latest report on Q2 2024 U.S. digital audio ad spending reveals a promising landscape for podcast advertising. With projected growth continuing its upward trajectory, podcast ads remain a dominant force within the digital audio sector. The report highlights a significant 15% year-over-year increase in digital audio ad spending, with podcasts capturing the lion's share of this growth. Advertisers are increasingly drawn to podcasts due to their unique ability to engage listeners in a highly personalized and immersive environment. The intimate nature of podcasts allows for more authentic and effective ad placements, driving higher listener engagement and brand recall. For marketers looking to maximize their digital audio ad strategies, focusing on podcast advertising is a clear choice. The ongoing growth and impact of podcast ads underscore their importance in the evolving digital advertising landscape. Embrace the power of podcasts to enhance your brand's reach and resonance in today's competitive market. #digitialaudio #audio #audioadvertising #marketing #digitalmedia #podcastadvertising

The survey finds that 60% of consumers remember #audio and podcast ads more than they remember billboards. Nearly half (49%) remember audio and podcast ads more than they remember display ads, and 48% remember audio and podcast ads more than video ads. And the survey shows a third remembers audio and podcast ads more than social media ads. The result is audio and podcast ads have a big influence on purchase intent. Veritonic says its survey finds 51% are more likely to purchase from an audio and #podcast ad than a billboard ad, and 4 in 10 are more likely to buy from an audio and podcast ad than a social media ad. Audio also has an advantage over display ads, with 38% more likely to purchase from an audio and podcast ad than a display ad. And 34% are more likely to purchase from an audio and podcast ad than a video ad. “If your brand is prioritizing investments in outdoor, display, social, and video ads over audio, it’s time to reassess your media strategy,” Veritonic says in a summary of its findings. The survey, which was conducted in June, also asked consumers about how often they hear podcast and audio ads. The results show 53% report being unbothered by hearing the same audio ad twice in one day, saying the repetition helps them remember the brand or service more. That said, Veritonic says there is also a ceiling. More than half (55%) of consumers surveyed said hearing the same audio ad three times or more in one day is annoying, and more than a third (36%) say they are less inclined to purchase from an audio ad that’s heard more than three times in the same day. Among some of the survey’s other findings: 54% of consumers prefer to learn about new products and services from audio ads versus a billboard ad. 48% prefer to learn about new products and services from audio ads versus a display ad. 45% prefer to learn about new products and services from audio ads versus an ad on social media. 35% prefer to learn about new products and services from audio ads versus a video ad. 30% report the audio and podcast ads they hear have an impact on their mental health. Veritonic says there is also a good reason for advertisers to use creative testing services since more than half (51%) report it being important to them that brands cater audio and podcast ads to their needs and interests.

The Global Podcast Advertising Market size is expected to be worth around USD 43 Billion by 2032, from USD 12.7 Billion in 2023, growing at a CAGR of 14.5% during the forecast period from 2023 to 2032.

Our partners at Acast recently released their “Future of Podcast Advertising in 2025: Industry leaders’ predictions!" These predictions provide executable insights to future proof your strategy and reach the most valuable audience! 🚀Demand for audio content is increasing! According to a recent Acast survey: more than 50% of listeners in emerging markets and nearly 40% in established markets plan to increase podcast listenership in the next 6 months! 🚀Programmatic data tools enable advertisers to increase their engagement, and streamline costs, making podcast advertising more scalable and measurable! 🚀Enhanced brand safety solutions enhance advertiser confidence to test and shift their media spend in podcasting! Barometer is proud to provide brand safety solutions for Acast to ensure advertiser messaging is in suitable environments, confidently navigate risk, discover new content, and measure campaign performance across Acast’s global catalog! 💡Check out the full article to learn how the podcasting world in 2025 represents the ideal platform for growth, engagement, and deeper audience impacts!  https://lnkd.in/gJieUAyU #PodcastAdvertising #Advertising #DigitalAdvertising #BrandSafety #BrandSuitability

The Interactive Advertising Bureau (IAB), through its Podcast Measurement Technical Guidelines, has become instrumental in #podcasting, serving almost as a regulatory body and, offering a framework that enhances transparency, reliability, and consistency in #podcastmarketing. The Significance of IAB Standards in Podcast Marketing - Enhanced Measurement Accuracy: The IAB’s guidelines provide a robust methodology for measuring podcast downloads and listens. This precision is crucial, as it ensures advertisers can accurately gauge the reach and impact of their ads. - Standardizing Metrics: By adopting IAB standards, Listen Network ensures uniformity in metrics across the industry. This standardization means that when we report a download or a listener, it aligns with the broader industry's understanding, enabling clearer communication with clients and partners. - Building Trust with Advertisers: Advertisers seek confidence in where they invest their marketing dollars. The adherence to IAB standards signifies a commitment to transparency and reliability, which is pivotal in building and maintaining trust with our advertising partners. - Understanding Audience Behavior: The guidelines set by the IAB help us dive deeper into audience behavior and preferences. This insight is invaluable for tailoring content and ads that resonate more effectively with our listeners. - Fostering Industry Growth: As podcasting continues to grow, the need for uniform metrics becomes increasingly important with the IAB’s involvement being a crucial one in moving the industry forward. How Listen Network Implements IAB Standards At Listen Network, we integrate IAB standards into every aspect of our podcast marketing strategies. Here’s how: - Adherence to Measurement Protocols: We strictly follow IAB guidelines for measuring ad deliveries, ensuring every ad count is accurate and verifiable. This approach includes tracking complete ad file downloads and using server logs to confirm ad delivery. - Transparent Reporting: We maintain transparency in our reporting processes, providing our clients with clear and concise metrics that reflect true listener engagement. - Evolving with Standards: As the IAB updates its guidelines – like the recent enhancements in version 2.2 – we adapt swiftly. This commitment ensures we’re always at the forefront of podcast marketing innovations. - Educating Our Partners: We believe in empowering our clients with knowledge. By educating them about IAB standards and their importance, we help them make more informed decisions about their podcast advertising strategies. Stay informed and ahead in the podcasting game with www.listennetwork.co. Explore our approach and how we leverage IAB standards to amplify your brand’s voice in the dynamic world of podcasts. #PodcastMarketing #IABStandards #ListenNetwork #DigitalAdvertising #PodcastGrowth

Podcasting is projected to return to double-digit growth (12%), with revenues of over $2B this year, and on track to reach nearly $2.6 billion by 2026. Comedy’s revenue share grew by four points in the past two years, gaining nearly 300 new advertisers in Q4 2023. It overtook news and sports as one of the most popular podcast genres. Sports is the second most popular content genre for the second straight year, but down slightly from 15% in 2022 to 13% in 2023. CPG and retail brands revenue was up 4% and 5% respectively, since 2022. More than a quarter of podcasting revenues were in the “other” category, such as government, non-profit, pets and home. Topics: Audio pushing into video and social for audience reach and discovery It’s no surprise that podcast execs and hosts talked about reaching audiences beyond audio platforms, especially given the fact that many podcasters are consuming video podcast content on YouTube and the role of social media and short form video platforms in distributing podcast content. New measurement and ad buying tools announced to lure buyers “Only 14 of the top 100 advertisers have really done anything more than a test budget,”. “2023 spend among the 10 biggest podcast advertisers grew 47%.

As the first quarter heads into its final month, the #podcast #advertising market is on the rise, with CPMs reflecting this trend. Inside Radio highlights our February CPM report – check it out here: https://bit.ly/3IwB3YL

Dive into the future of marketing with programmatic audio and discover how it's revolutionizing brand-audience connections with precision and efficiency. #programmaticaudio #futureofmarketing #audioadvertising #audio #podcast https://lnkd.in/eSeV3ZiB

Digital clients need attribution tags. Period. What's an impression alone worth, nothing strategic that's for sure. TAG! I encourage pixels/tags on all campaigns. It's worth....it's FREE and SAFE! Just ask me to introduce you to Peter Birsinger, Amelia Coomber and the team at Podscribe to get a '101' on how great free tech for you (hard cost to us) can be! Libsyn Ads uses all of the best attribution tech. Podscribe is just one great example. Read Amelia's great post below! They're leaders for a reason.