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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Create an Effective Branded Podcast with Midroll Brand Studio

Podcasts are a singularly captivating medium. Because hosts talk directly to listeners, they form a uniquely intimate relationship. As we’ve demonstrated with our recall survey research, audiences stay engaged and they remember the brands and products they hear about on every episode. Sponsoring a branded podcast puts the spotlight exclusively on your brand. This means your brand is up front, with 100% share of voice, tastefully integrated into content that is compelling to a loyal audience…

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