Mirroring our US findings with Neustar/Transunion, where optimizing with Total Audio improved TV performance by 6.2% and video by 3.1%, a new Adcast study shows that adding podcasts to media plans can boost ROAS by up to 18%. https://lnkd.in/eEGU--2E
Audacy, Inc.’s Post
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For #marketers and #agencies planning for potential investment in digital #AudioAds in 2024, the below eMarketer article does a great job outlining key trends and reasons why #audio should be part of your media mix. There are now more listeners than ever and digital audio is projected to make up a fifth of all time spent with digital media. Additionally, #podcast listener growth is steady at nearly 5% in 2023. Check out the below publication for more insights! #audioadvertising #digitalaudio #audioadvertising #podcastads #podcastadvertising #programmatic #programmaticadvertising #programmaticmediabuying #programmaticads #programetrix https://lnkd.in/gBxUh7JU
Making the case for investing in audio ads in 2024
insiderintelligence.com
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Podcast advertising delivers 4.9 times the return on investment (ROI), making it one of the most profitable media channels. Podcast advertising is also 34% more cost-effective in driving brand awareness compared to average media. Adding podcasts to a mix of TV and online video can increase a campaign’s short-term ROAS by up to 18%. This synergy between different media channels enhances the value of podcasting as a complement in broader media strategies, making it an essential tool for advertisers looking to optimize their ad campaigns.
Podcast Advertising Delivers 4.9 Times ROI and Outperforms Traditional Media, According to New Study
podnews.net
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Note to business-to-business advertisers: AM/FM radio is ready when you are. An analysis from Westwood One notes that while just 5% of B2Bs are in the ad market at any time, they're some of the biggest spenders on AM/FM, which reaches 85% of all business decision-makers weekly, well ahead of cable or broadcast TV, podcasts, or newspapers. #RadioAdvertising #radioconsultingservices https://lnkd.in/gMf4dWDj
AM/FM Radio And Podcasts Deliver Decision Makers For Business-To-Business Advertisers
https://www.westwoodone.com
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Podcast advertising not only surpasses other media in brand building but is also highly effective in generating long-term sales. According to the study, podcast advertising delivers 4.9 times the return on investment (ROI), making it one of the most profitable media channels. https://lnkd.in/gyTnAWS6
Podcast Advertising Delivers 4.9 Times ROI and Outperforms Traditional Media, According to New Study
https://soundsprofitable.com
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Programmatic advertising continues to grow in podcasts globally. At Acast, we were keen to see the differences and similarities in these ads around the world, so we teamed up with our friends at @ Veritonic for a joint study that dives into the topic. In this new research, we explored the similarities and differences in the creative properties used in ads brought programmatically across the US, Australia and New Zealand, as well as EMEA markets. https://lnkd.in/eBs6CW3N
Veritonic and Acast Partner to Highlight What Success Sounds Like Around the World for Podcast Ads Bought Programmatically
advertise.acast.com
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https://lnkd.in/g_9HjGt5 The combination of worldwide reach and early adoption among national advertisers, often direct response brands, has kept podcasting from becoming a primary focus as local radio stations look to grow their digital revenue. But as podcasting grows, along with advertiser interest, Gordon Borrell, CEO of the media consultancy Borrell Associates, thinks that could change in the years to come. “I have a suspicion that podcasting at the local level will mushroom in the coming years. We are already seeing the early signs of it. The fertilizer is generative AI,” Borrell says. “Companies are already approaching SMBs directly with opportunities to create blogs about teeth whitening, when to replace a roof, whether it's a good idea to sell your life insurance policy, etc. They're already moving them into videos. Audio-only is slower to develop because it's not as alluring as video. But audio listening detached from traditional radio programming will evolve just like video is evolving away from TV programming to streamed programs. It just needs time to get to the local level.” The Radio Advertising Bureau and Borrell Associates teamed up to release their annual assessment of broadcasters’ digital efforts. It shows radio’s digital revenue grew 6.8% in 2023, reaching $1.9 billion and stealing market share from other local media competitors. Yet while podcasting is a big deal for some companies – it represented 37% of iHeartMedia’s revenue last year – the report shows that streaming audio represented less than 15% of digital revenue. And that includes not only podcasts, but also radio station online streams. “There isn't much in the way of local podcast shows outside of some of the sports podcasts related to national-league teams in those cities,” Borrell says. 68% of stations sell “digital services” to local businesses, including audio productions, which is typically streaming audio commercial spots, but it also includes podcast marketing. The survey, which was conducted among 200 local ad agencies and 1,900 local advertisers in October and November, shows 8% of direct ad buyers said they planned to start buying streaming audio/podcasting commercials in 2024. But interest is significantly higher among ad agencies where 42% of agencies said they will put more attention on streaming audio this year. “If radio sellers are interested in pushing more podcast advertising – or generally, ‘streaming audio’ commercials – they should look to agencies, not direct buyers,” Borrell says. But he worries that it may grow without much involvement from local radio stations, drawing a comparison to TV stations when streaming video services stole away the digital TV viewers or online websites snatched up the newspaper industry's biggest revenue stream, classified advertising. Streaming audio and video are the low-hanging-fruit.
Ad Buyer Interest Said To Be Helping Give A Fresh Push To Local Radio’s Podcast Efforts.
insideaudiomarketing.com
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Want to find out how automated host-read ads are changing the podcast ad game? Learn how this pioneering solution seamlessly combines the inherent strengths of host-read advertising with the intricate precision of programmatic techniques: https://ow.ly/uqZx50PSKQC
Automated Host-Read Ads Are Redefining Podcast Advertising
https://www.adswizz.com
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Podcast ads need to be in your marketing mix!! Contact me and let’s discuss setup and very good attribution. The dentsu Media Attention Economy found podcast ads generate higher attention than most platforms — more than 2X the attention that TV ads achieve. Is your brand winning the attention you deserve? Learn more: https://bit.ly/3OAwtfM
Audio ads outperform video for attention and brand recall, Dentsu study finds
adage.com
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Great to see Signal Hill Insights' research getting a mention in Christiana Brenton and Georgie Holt's discussion of the opportunity for podcasts in the UK, and the strategic value that Telling Media aims to bring to brands and podcasters alike: "In a study by Signal Hill, podcasts delivered the highest attentiveness than any other channel tested: +48% higher than TV and +100% than video" #podcastadvertising #mediastrategy #insights https://lnkd.in/erbz8Ybn
"There's a huge opportunity for European advertisers to see podcast advertising as a performance marketing channel" NDA talks to Telling Media - New Digital Age
https://newdigitalage.co
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Podcast platform Audioboom Group PLC (AIM:BOOM) popped 16% higher on Thursday after announcing a new milestone of one billion monthly advertising impressions for the first time in October. #Podcasts in the Audioboom Creator Network generated a total 1.01 billion impressions, helped by the AdRip inventory creation tool which was first launched by Audioboom in 2021. AdRip enables creators to automate the removal of historic #advertising, replacing it with new advertising each time a back-catalogue episode is listened to. Audioboom reaches more than 38 million unique #listeners globally and generated more than 127 million downloads each month in the third quarter, an 18% year-on-year increase. #AIM #BOOM More at #Proactive #ProactiveInvestors http://ow.ly/VxuY104ZTVU
Audioboom hits impressive ad milestone, but monetisation worries persist
proactiveinvestors.co.uk
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