RAIN Notes: Monday, February 13
Jottings of Note
— How and When (Semafor)
— Glass Half Full (Signal Hill Insights)
— Dream Come True (The Podglomerate)
Signal Hill Insights
“Entertain for emotional gain” and other insights from Podcast Download Spring 2022 report
In a sprawling, deeply researched report, Cumulus Media and Signal Hill Insights deliver podcast listener statistics and preferences, and recommendations to podcast advertisers. Continue Reading
Canadians, Americans, (and YouTube users) have differing reactions to the Rogan-Spotify controversy
Leaping into the moment, Canadian research firm Signal Hill Insights has produced a survey study of consumer reaction to the controversy swirling around Spotify’s distribution ownership of The Joe Rogan Experience. Rogan’s wide-ranging interview show is possibly the most successful podcast in the world. Signal Hill dashed into the field for survey work on February 2 and 3. One fulcrum of opinion lies on the American-Canadian border. Click for findings. Continue Reading
Jeff Vidler: How Can the Podcast Industry Best Manage the Ad Revenue Boom?
by Jeff Vidler
In his latest guest column, Jeff Vidler contemplates U.S. ad spend on podcasting has nearly doubled every two years since 2015. Listeners are receptive. The blend of advertisers is changing, and so are ad types. The highly successful host-read ad is difficult to scale. As podcasting steers toward programmatic, Jeff examines new formats and campaign types. Continue Reading
Jeff Vidler: Integrating Big Data with Survey Data to Help Fill Gaps in Podcast Measurement
by Jeff Vidler
Who exactly is listening to your podcast? It may be the most important question that an advertiser has when they’re looking to make a buy. Yet, no single industry-wide measure has been able to answer that question. Signal Hill Insights and Triton Digital are collaborating with the intent to marry census-level big data with survey results for a hyper-granular level of audience understanding. Jeff Vidler is the President of Signal Hill Insights. Continue Reading
Jeff Vidler: Helping Brands Think Outside the Audio Box: A Manifesto
by Jeff Vidler
New opportunities for audio are capturing the attention of advertisers. But is audio advertising coming from new sources, or being moved around from one type of audio to another? Guest columnist and Signal Hill Insights President Jeff Vidler discusses how the audio industry is selling audio short. This is a manifesto, and a clear commitment for his company. A must read. Continue Reading
Jeff Vidler: Increased Data Privacy Controls – New Opportunities for Audio
by Jeff Vidler
Guest columnist and Signal Hill Insights President Jeff Vidler discusses an emerging trend in the underlying technology of digital audio advertising. “The sands are shifting under the feet of digital marketing as we march towards an online future that promises less personal tracking,” he writes. What is the opportunity for audio? Continue Reading
Jeff Vidler: Where Is the Growth of On-demand Content Leading Us?
by Jeff Vidler
Guest columnist and Signal Hill Insights President Jeff Vidler identifies three key facts about on-demand content, and speculates about the future. “The audience, not the regulator, is setting the rules.” Continue Reading
As podcast subscriptions rise, listeners prefer exclusive content to ad-free listening (Cumulus/Signal Hill)
With podcast subscriptions a rising feature for creators, what benefit is important to listeners? We turn to the Cumulus Podcast Report 2021, produced with Signal Hill Insights, for an answer. Continue Reading
Podcasting is accelerating, with habitual listening on the rise: Cumulus/Signal Hill report
The recently renamed Cumulus Podcast Network engaged Signal Hill Insights for “Podcast Download” — a data report which covers listener behavior, genre engagement, acceptance of advertising, and more. This is one of the most dense and graphic reports we’ve seen. Click for details and the download link. Continue Reading
Early days for Clubhouse, with distinct user profile. Signal Hill Insights releases Clubhouse study.
You know an app is buzzworthy when research organizations study it. So it is with Clubhouse, the iOS-only, Android-excluding social audio app that has quickly gained high awareness. Toronto-based Signal Hill Insights partnered with social media researcher Digital Hug in a two-phase study of usage of, and sentiment for, Clubhouse. Continue Reading
Podcast is a lean-in, attention-holding medium for advertisers (Canadian Podcast Listener)
In a “sneak peek” at the 2020 edition of the Canadian Podcast Listener research report, listening to podcasts is revealed to be an intensely attentive activity compared to social media, listening to music, and watching short videos. Listening to podcasts takes roughly the same level of concentration as checking news and watching shows. Although podcast advertising success metrics are not part of this preview, the report does obliquely mention value to marketers in a key takeaway, and it seems self-evident that an attentive, concentrated audience is favorable to advertising generally. Continue Reading