The Quality of Podcasts Has Hit a New High

Over the course of this short series I’ve been covering the five factors driving podcast advertising right now. So far we have: new “offline” advertisers entering the space; it’s a proven model; metrics are improving; and advertisers are getting savvier about demographics. We’ve now reached the final factor, which is also a big one: the quality of podcasts has hit a new high. “As the industry has matured shows in general sound better,” says Midroll’s…

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Podcast Advertisers Sharpening Focus on Listener Demographics

While new industries are discovering podcast ads and the digital audio sector works to improve listener metrics, advertisers are getting more savvy about demographics. That’s the fourth major factor driving podcast advertising right now. Early on in the medium’s growth, the first podcast advertisers were principally concerned with download numbers. “As the industry has grown,” Lex Friedman explains on The Wolf Den podcast, “we’re seeing a steady growth in advertisers saying, ‘Who is listening?’” He…

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Podcast Listening Metrics Will Improve in 2015

The first two factors driving the maturation of podcast advertising are the influx of new offline advertisers and the proven performance of podcast ads. Now we’re up to the third factor of five: measurement and metrics, and how they’re improving. As Lex Friedman, Midroll’s EVP of Sales, explained on The Wolf Den podcast, right now we can only report the number of times a given podcast episode was downloaded, not how many times it was…

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Podcast Advertising: It’s A Proven Model

In this five-part series I’m covering the five factors that are driving podcast advertising which Midroll’s head of sales Lex Friedman outlined on The Wolf Den podcast. The first factor–covered in the previous post–is an influx of new, “offline” advertisers. The second factor is that podcast ads simply perform. As Lex explains, that’s why new companies, like “offline” advertisers, are coming to the medium. Evidence for this performance comes from the success of the pioneering…

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Podcasts Are Driving an Explosion in Audio Consumption

The data keeps rolling in: podcast listening is exploding, and podcast listeners are hardcore fans. First, the big number: Americans listen to approximately 21,117,000 hours of podcasts every single day. That’s according to Edison Research’s new Fall 2014 “Share of Ear” study. The study also says that podcast listeners now listen to podcasts more than any other form of audio, including radio, music and satellite. This is a jump from the last “Share of Ear”…

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