The Podcasting Ad Opportunity Is Increasing — And So Are Its Growing Pains

By Michael BeachMay 29, 2018No Comments

Big audience: 26% of Americans listen to podcasts on a monthly basis.

Flashback: IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry

Podcasting advertising revenue (% change):
1) 2015: $69M
2) 2016: $119M (↑ 72%)
3) 2017: $220M (↑ 85%)

More #1: Nielsen survey of 7,000 podcast listeners shows ads are effective, drive purchase intent lift

Key numbers from Nielsen study:
1) 57% of podcast ads outperform video ads with intent to purchase
2) 70% of survey respondents said that podcast ads increased brand awareness

More #2: iHeartMedia Develops Digital-Like Analytics Suite For Broadcast Radio

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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The Podcasting Ad Opportunity Is Increasing — And So Are Its Growing Pains

Michael Beach

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The Podcasting Ad Opportunity Is Increasing — And So Are Its Growing Pains

Michael Beach

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