Brands Need To Be in Podcasts, Industry Experts Explain at Advertising Week

A valuable and unduplicated audience, their rapt attention, great content and high quality ads. These are the big reasons why brands should be in podcasts, according to podcasting industry experts at New York Advertising Week’s “The Power Of Audio Summit.” Matt Lieber, president and co-founder of Gimlet Media, observed that podcasts have an audience he calls, “the unreachables.” They’re so identified because the vast majority subscribe to services like Netflix and Amazon Prime, and 60%…

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Amp Up Your Ad Spots with Custom Segments

The podcast industry was built on pre-roll, mid-roll and post-roll ad spots. Voiced by trusted podcast hosts, these spots have been demonstrated to deliver for advertisers time and again. Still, sometimes you have more to say. Custom segments are perfect for this. A custom segment is part of an episode, lasting about five minutes, where advertisers have the opportunity to work with hosts and producers on creating content that keep listeners engaged while also effectively…

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Monthly Podcast Audience Grows 17.5% to 67 Million

“It’s time for advertisers and brands to see this as a mainstream channel.” The “this” that Tom Webster, Vice President of Strategy and Marketing at Edison Research, was talking about is podcasting, as he co-presented the 2017 Infinite Dial report on online audio listening. That’s because the monthly audience for the medium jumped to 67 million people this year, up a sizeable 17.5% over the 2016 report. The number of Americans who have ever listened…

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Frequently Asked Questions about Measuring Podcast Ads

Many of advertisers’ top questions about podcasts are about metrics. Understandably, they want to know how we measure impressions and impact so they can evaluate the return on their investment. While podcasts are digital media, podcast ads are not tracked like digital display ads. However, the unique native-like podcast ads that Midroll show hosts create deliver results that are superior to display, and better than traditional ad platforms, like radio. We know this because our…

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Midroll Contributes Research to IAB Digital Audio Buyer’s Guide

The Interactive Advertising Bureau just released version 2.0 of the Digital Audio Buyer’s Guide, led by Jennifer Lane, Industry Initiatives Lead for Audio. It’s a valuable reference for digital ad buyers, documenting in one place many of podcasting’s unique advantages. As a member of the IAB’s Digital Audio Committee, we at Midroll are happy to contribute our research on podcast ad effectiveness to the guide. Highlights from the guide include: Audio is on when screens…

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