Brad Hill
- Advertising & Monetization , Metrics & Research , Podcasting
- September 23, 2021
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Buyer outlook: 38% plan to increase podcast spend, but a third don’t buy it at all
In a buy-side survey of marketers by WARC and iHeartMedia, an interesting chart catches our eye. It is a budget outlook for 2021, indicating which media categories will be increased, and which are not used, by percentage of responses. Click for details and graphics.
- Advertising & Monetization
- September 22, 2021
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An investment gap: Brand advertising misses the mark — audio.
A newly released study from marketing/strategy firm WARC tells a story of missed opportunity on the buy side, and missing revenue on the sell side of audio. While 31% of the average consumer’s media consumption is now audio, only 8.8% of the average media budget is allocated to audio, and 25% of advertisers do not invest in audio at all. The research identifies audio buyer types, and evangelizes the values of audio marketing.
