Advertising & Monetization

Advertising in music services, and ad technologies that power it.

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Steve Goldstein: Podcasts: It’s Not One Thing Or The Other

Posted on by Steve Goldstein

A key metric: 85% of podcast consumers say a podcast can be audio or video. That number has been growing for years. In this edition of Steve Goldstein’s guest column, we learn that 77% of podcast listeners alternate between video and audio. “Video is a significant and growing force, especially with younger audiences.” And YouTube dominates podcast discovery. But there is a head-snapping surprise in this piece, and it’s about smart TV consumption. Continue Reading →

Steve Goldstein: How Podcasting Reaches $5 Billion

Posted on by Steve Goldstein

In his latest guest column, Steve Goldstein interviews Pierre Bouvard, Chief Insights Officer of Cumulus Media. It is a deeply detailed conversation, the thrust of which is how to grow the podcast category to its next major revenue level, 2.5 times more lucrative than its current position in the online audio advertising realm. The questions ask for details, and Bouvard is a fount of expertise. Continue Reading →

The many shades of podcast advertising (Ad Results Media)

Posted on by Brad Hill

Measurability of podcast advertising has been a hurdle for buyers and sellers across the entire life of the category. Despite many meaningful advances in campaign measurement across the decades of audience growth, efforts to educate and reassure buyers are often part of agency promotions. A new study from podcast advertising agency Ad Results Media is both informational and tutorial, per that company’s defining style. Click for details and the download link. Continue Reading →

Relevant, short, funny: Podcast listeners tell advertisers how to improve (Veritonic)

Posted on by Brad Hill

Audio analytics powerhouse Veritonic has released a concise survey report which presumes to tell marketers how to improve their podcast advertising. It’s not a scold; it’s a guide based on insights culled from hundreds of U.S. podcast listeners in November. “Not all podcast ads are created equal.”
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