Relevant, short, funny: Listeners tell podcast advertisers how to sell (Veritonic)

After surveying hundreds of monthly U.S. podcast listeners, audio measurement specialist Veritonic derived nine insights about what makes podcast ads effective. The company calls these “valuable insights on how brands can refine their audio strategies to better capture attention and drive results.” We review the findings, and discover a surprising aspect. Continue Reading

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

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

“The core definition of podcasting must evolve” — but not too much

Keep what’s good; change what’s wrong. That’s the message of a 21-page research manifesto produced by podcast ad agency Oxford Road with data from Edison Research. The premise? “Podcasting has reached a pivotal moment where its next phase of growth depends on how clearly we define and measure it.” A densely packed, powerfully informed rumination follows, and solutions. We extract key points and link to the full presentation. Continue Reading

iHeart plans push into Asian Pacific podcast market; Mammoth Media partners

iHeartMedia, which never fails to remind its press contacts that it is “the No. 1 podcast network globally according to Podtrac,” is dropping news of a dramatic expansion of its global podcast presence. iHeart is partnering with Mammoth Media Asia to create and launch a slate of shows targeted “across the region” in Asia. It’s a cross-continental effort based on APAC’s potential for growth. Click for details.
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