Does this sound familiar? A publisher ad network invests in technology to support more automated, data-driven advertising. Over time, platform revenue supersedes traditional ad sales. Eventually the business pivots hard to tech. It’s a story that played out numerous times in digital advertising over the years, at companies like AOL, Collective and Conversant. Now the […]
Podcast advertising is getting a bit more measurable. The IAB Tech Lab updated its Podcast Measurement Guidelines on Wednesday to include definitions and best practices for measuring audience reach and downloads. The original guidelines, released in September, focused on defining ad delivery and how to count it consistently. “But podcast measurement is for more than […]
The rapidly growing podcast industry is struggling with a dearth of listenership data. To help shed light on how listeners engage with podcast ads, iHeartRadio is joining forces with Art19, a platform that partners with publishers to host their podcasts and measure ad performance via API integration. Art19 will now syndicate its hosted podcasts on […]
Podcast platform Art19 has taken a step to address the targeting and measurement problem standing between advertisers and a ripe audience of podcast listeners. The company’s platform hosts and distributes podcasts while letting advertisers better target and monetize their audiences through an API integration and an ad server. It launched with hundreds of shows from […]
Back in 2008, before the likes of “Serial,” award-winning public radio producer Nate DiMeo was sharing little-known pearls of American history in his podcast, “The Memory Palace.” The show, in which DiMeo narrates forgotten moments to a curated selection of music, has maintained a loyal, mid-sized audience for the past eight years. But despite donations […]
Large networks like CBS, iHeartMedia and Scripps have been vocal about their recent investments in podcasting, and Hubbard Broadcasting joined the chorus earlier this week by acquiring a 30% stake in podcast network PodcastOne. PodcastOne is an online hub that houses 200 shows, including podcasts from personalities such as Adam Carolla, Snooki, Dan Patrick, Shaquille […]
Whether you’re an avid or periodic podcast listener, you’ve likely encountered an advertisement for Squarespace. The website creation platform’s ubiquity on the podcasting circuit came through a combination of luck and design, beginning with audio advertising experiments five years ago. The marketing team at the time was small, between 15 and 20, some of whom […]
When “Serial” broke the record for the fastest series to reach 5 million downloads, it created new interest in podcasts as an advertising forum. Though podcasting still has measurement hurdles to clear, it’s attracting more attention from larger advertisers. “Early on with any kind of new advertising medium, there are going to be institutional advertisers […]
Compared to other digital audio content, podcast advertising has unique measurement challenges. But the medium is growing quickly. Edison Research claims nearly 46 million Americans, or 15-17% of the US population, listen to a podcast every month. It’s roughly double the size of podcast listeners in 2008. AdsWizz, which provides radio listening metrics for broadcasters and […]
