Posts in Podcast Advertising
Who Buys the Most Podcast Ads in 2018?

Building on our blog post about the Interactive Advertising Bureau's 2018 survey of podcast advertising revenue, we're going to look at one section of the study that has gotten less attention: which industries sponsor podcasts the most. We'll also take a look at which types of podcasts are getting the most advertising dollars, so that prospective podcast advertisers know the trends in podcast advertising and what options there are for their next advertising campaign.

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Podcast Advertising Will Be Worth More Than $600M by 2020

We've got fresh data on the state of podcast advertising. Every year, the Interactive Advertising Bureau (IAB) surveys the biggest podcast studios and gathers data about how much the industry is worth, who's buying podcast ads, and how they're structuring their ad campaigns. We spoke previously about the state of podcast advertising. What are the top line numbers from the study's 2017 data? Below, we dive into the four main takeaways from this year's study that sponsors need to know before jumping into their next ad buy.

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Here's Why Your Podcast Ad Should Sound Different From Your Other Ads

Are you a marketer for a company looking to make its first foray into podcast advertising? Great! You couldn't have picked a better time to get into the medium. Podcasts are growing, and podcast audiences are super valuable. Backyard Media is here to help you get started. Today we'll talk about a few things new podcast sponsors should consider when making their first podcast ads.

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What Do We Know About Podcast Listeners in 2018?

Last week saw a big event for some of us in the podcast industry. March 8th, 2018 was the official release of The Infinite Dial 2018. Conducted by Edison Research, it's the longest-running study of digital media consumption and of listener behavior. The Infinite Dial has a considerable portion of podcast-specific data, so let's take a look at it now. We spoke about last year's Infinite Dial in our post "What we know about podcast listeners", so let's update that data and see what trends we can draw from it.

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What's happening in this podcast ad I'm hearing?

Today we're talking about podcast ads. We've talked about them a lot, but what does a great podcast ad actually sound like? What should sponsors expect their ads will sound like, and how can they help out podcast hosts by providing good ad scripts? The best way to start to answer these questions is by listening to actual podcast ads. So, today we're looking at some recent examples of ads that we've run on episodes of our Backyard Media podcast partners.

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Podcasters Have Had Apple's New Podcast Analytics for Two Months Now. What Have They Learned?

At the tail-end of 2017, Apple finally unveiled a beta version of its Podcast Analytics tool. Any podcasters that published their show on iTunes could view statistics about how listeners consumed their episodes once they downloaded them. What was once a keyhole-sized view into the listening habits of podcast audiences suddenly became a wide open window. So, what have we learned from it these last two months?

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What Apple's New Podcast Analytics Tool Tells Us

Apple, still the biggest platform for podcast listening, has promised to improve its technology to provide more information about listener behavior. At the end of 2017, the company released its beta version of the new Podcast Analytics. This provides podcasters with more precise information about their listeners' habits. Let's break down what this technology tells us so far, and what podcasters and sponsors might take away from it.

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What does smart speaker technology mean for the future of podcasting?

Voice-activated speaker technology is becoming ubiquitous in our homes. This new technology category poses an interesting question for podcasters and podcast sponsors: as smart speakers become more dominant, how will podcast technology integrate with the platform? And how will audiences change their listening behavior? We take a look at what we know about voice-activated speaker technology and where we think it's headed.

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When Will Dynamic Ad Insertion Take Over Podcasting?

Dynamic ad insertion has been gaining steam in the podcast industry since early 2016. But what exactly is this technology, and what are the implications of its use in the podcast industry, for publishers and advertisers? We explore what dynamic ad insertion technology is, how much of the industry is using it, and what sponsors need to know about the technology when it comes to their ad campaigns.

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Here's How Fast the Podcast Industry is Growing

Just how fast is the podcast industry growing? One study from 2017 from the IAB attempted to answer this question in more detail than ever before. We identify some of the study's most important findings for companies looking to get into podcast advertising.

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What Did the Podcast Industry Learn in 2017?

2017 was a big year for podcasting, arguably the biggest. New podcasts debuted, new production studios formed, and new advertising companies came online (including Backyard Media!). More importantly, we saw new developments in how the industry produces, markets, distributes, and sponsors podcasts. Here are a few of the most important trends that we at Backyard Media have identified in the industry from this past year.

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Why Podcast Advertising Revenue Will Hit $500 Million in 2020

Projections from data company Bridge Ratings' Podcasting Audit Study show us that podcast advertising has grown immensely since just 2014, and that it continues to beat expectations. We look at what the company's projections for podcast advertising through the next few years look like, and what's driving the numbers.

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Here's Every Type of Podcast Format in 2017

For sponsors new to the podcasting space, the amount of information about the industry can be overwhelming. What kind of podcasts are out there, how is their content structured, and what do they sound like? We take a look at the five most common podcast formats in 2017, and explain what potential podcast sponsors need to know about each of them.

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Why Listeners Respond to Podcast Ads

How effective is podcast advertising when it comes to impacting customer behavior? We look at a study from Edison Research that analyzed how listeners view podcasts as a medium, how they view podcast advertising, and how marketing on podcasts can positively affect buying behavior and other customer actions.

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How Podcast Ads Improve Brand Lift

We take a look at new research into the effect of podcast ads on listeners' brand recall, brand perceptions, and other important metrics, and explain what podcast advertisers should take away for their marketing campaigns.

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Podcast Listeners are Engaged Listeners

We spoke to hosts Briahna Gray and Barry Lam, who run two of Backyard Media's podcast partners, about their experiences with listener engagement and feedback, to better understand how podcast listeners are unique in their media consumption.

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What We Know about Podcast Listeners

We break down the 2017 Infinite Dial, an industry survey about podcast listener demographics and consumption habits. We look at what the latest Infinite Dial tells us about podcast listeners and what we can take away from the data.

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