Molly DeMellier’s Post

The share of audio ad spend has definitely shifted in favor of podcasts. Podcast advertising was the big winner among audio media during the second quarter, according to Guideline’s SMI. It says podcast billing soared 57% during the quarter, making it not only the fastest-growing segment in audio, but the best performer across all digital channels. AdvertiseCast Libsyn #podcastadvertising #audio #digitalmedia

"...Such audience-based buying can allow marketers to target audiences across the deep bench of podcasts that a network like SiriusXM Media offers, reaching beyond the top 20 or 30 shows to less prominent content that may have just as valuable an audience. " Its not host reads or audience buys, its the power of both together. This is how the podcast industry scales and we help create a middle class of podcast hosts. #programmaticadvertising #programmaticpodcasts #podcastads

Podcasting is booming! In Q2, advertisers upped their game with a 22% increase in spending compared to last year. The dynamic world of podcast ads continues to evolve, attracting major investments. Stay tuned to see how this trend shapes the industry! #PodcastAds #MediaTrends

#Brands that can leverage podcasts as part of their advertising strategy will have a leg up on the competition, but it’s important to know where #podcasttrends are going. Here are some trends we think will make a big impact in 2024 🎧

In this awesome piece highlighting programmatic podcasting, there are three themes that stand out to me: . . 1. Hyper-growth nesting doll 🚀 - When podcasts advertising grows 115% from 2020 to 2022, and programmatic podcast advertising grows >100% 2022 to 2023 - you have hyper-growth within hyper-growth. That's rad! . . 2. Big brands want big reach 🔊 - Podcast brand awareness budgets are growing and programmatic enables brands to increase reach by distributing impressions across a larger list of podcasts shows. That's good for brands and podcasters! . . 3. Brand suitability unlocks demand ✅ - Increased brand suitability reporting gives brands the trust they need to buy at scale. Just like in other markets transparency builds trust, and trust increases investment. Love to see it! . . We accomplished so much in 2023, can't wait to see what we do in 2024! . . https://lnkd.in/eSk_xPaq

We couldn't say it better than Tomas so we will quote him: "In this awesome piece highlighting programmatic podcasting, there are three themes that stand out to me: . . 1. Hyper-growth nesting doll 🚀 - When podcasts advertising grows 115% from 2020 to 2022, and programmatic podcast advertising grows >100% 2022 to 2023 - you have hyper-growth within hyper-growth. That's rad! . . 2. Big brands want big reach 🔊 - Podcast brand awareness budgets are growing and programmatic enables brands to increase reach by distributing impressions across a larger list of podcasts shows. That's good for brands and podcasters! . . 3. Brand suitability unlocks demand ✅ - Increased brand suitability reporting gives brands the trust they need to buy at scale. Just like in other markets transparency builds trust, and trust increases investment. Love to see it! . . We accomplished so much in 2023, can't wait to see what we do in 2024!"

In 2023, headlines about podcasting were boom or bust: From Inside Radio's "Time Spent With Podcast Hits All-Time High" to Bloomberg's "The Great Podcasting Market Correction." So, in 2024, what's it to be? #podcast #programmatic #advertising

🎙 Can't make it to tomorrow's Podcast Movement panel? Don't worry! Our study on the power of 'Talent Reads' in podcasts is available to download. 📊 "Gumball, the Headgum-founded ad marketplace specializing in host-read advertising, believes podcast publishers and marketers must develop new products to bridge [the gap in programmatic revenue] while aligning themselves closely with what makes podcasting so uniquely effective: creator-endorsed messaging. “The impact of host-read ads remains central to our business,” said Marty Michael, CEO at Gumball. “It was natural for our team to investigate how to extend that influence at scale to benefit both creators and advertisers. Working with ART19, an Amazon Company and Signal Hill Insights on this research allows Gumball to confidently standardize the 'Talent Read’ ad product and leverage our talent’s influence to adjacent shows within our platform and beyond.”" Read more and download the survey below! ⬇️ https://lnkd.in/ea_fxXvD #PodcastAdvertising #PodcastMarketing #PodcastResearch #PodcastInsights

NEW REPORT: #Podcast #Advertising was the big winner and soared 57% in Q2, making it the fastest-growing and top-performing digital channel via Standard Media Index https://lnkd.in/gK399xV8

Here’s an exciting partnership from the past week, as I know a lot of my connections on here have their own podcasts!   Triton Digital, an audio adtech company recently bought by iHeartMedia, has joined forces with YouTube to bring a new wave of insights to podcast creators. The data integration partnership ensures video podcast data from YouTube (downloads and views) is available to creators on the Triton Podcast Metrics tool. Podcasts are now a mammoth market in their own right (research shows it could be worth $130bn by 2030!) and it’s partnerships like this which are going to accelerate that value. Making data from the world's largest online media platform available to the leading podcast metrics tool is a no brainer, but I'm sure this partnership took a long time and a LOT of work on both sides to make work, so congratulations to everyone involved! As a side note, YouTube are apparently testing to allow users to upload podcasts direct to YouTube Music, making it an even more accessible form of media. So, if you’ve been thinking about starting your own podcast, there’s never been a better time! Source: https://lnkd.in/e6YdBDZf #partnerships #podcasts #innovation #partnerverse