Podcast Ads Drive Spectacular Brand Recall

It’s easy for direct response advertisers to measure the success of their podcast campaigns. They track with offer codes and vanity URLs. (And indeed, 61% of our listeners say they’ve bought something after hearing about it in a podcast ad.) And now, we can show definitively that podcast ads are similarly effective for brand advertisers looking to build awareness. In fact, we can describe how well podcast ads work for brands in a single word:…

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Results from Midroll’s Newest Listener Survey Are Awesome

At Midroll we want our advertisers to make informed choices about the podcasts they select, while advancing the podcast industry. That’s why we conduct the industry’s largest ongoing survey of podcast listeners, to learn who they are, their listening habits, and how they spend their money. Survey results break down show-by-show so that Midroll advertisers know fine-grained demographics for each. We surveyed 168,500 listeners from June through October 2015 and have published the results in…

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Bill Simmons Gets Personal for His First Dunkin Donuts Ad Read

“The Boston Sports Guy” Bill Simmons is also a big fan of one of that city’s most famous culinary exports: Dunkin’ Donuts. This makes the coffee and baked goods chain an excellent fit to advertise on The Bill Simmons Podcast, which rocketed to the top of the charts when it debuted in October. Bill got personal in his first ad read for Dunkin’, fondly remembering the time he’s spent in the restaurant writing columns or…

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Why Programmatic Ads Aren’t Necessarily Great For Podcasting

A number of players in the podcasting and advertising industries are making bets on programmatic ad delivery — dynamically inserting ads into a podcast as the episode is downloaded. It’s an understandable temptation, but we at Midroll see some tradeoffs. Compared to display ads and radio commercials, the host-read podcast spots we sell are downright artisanal. That’s a good thing, and we want to keep those spots sounding that way — because they perform better…

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Podcasts: The Perfect Antidote to Ad Blockers

The use of ad blocking software in the US increased 48% during the last year, according to a recent report by PageFair and Adobe. In Q2 2015 16% of the US online population blocked ads, and that number is expected to continue rising. Dr. Johnny Ryan, PageFair’s head of ecosystem, told Business Insider, “Ad blocking is a viral phenomenon that will continue.” Apple is including ad blocking technology in the next iteration of iOS —…

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