Better metrics are needed to unlock the advertising potential of podcasts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 25, 2019, 1:20 PM UTC

A WARC study estimates podcast advertising is set to double over the next three years

Advertisers are expected to invest $885 million in podcasts with the number slated to double to $1.6 billion by 2022. James McDonald, the author of the study, ascribes the growth of the medium to the lure of engaging the typically young and affluent podcast audience.

With the majority of the money coming from brands’ “experimental budgets”, this article suggests advances are needed in programmatic buying and audience measurement for future growth. Marketers also need to make sure that the tone of the content of the podcast and advertisements are complimentary to be effective.

The piece contends monitoring downloads as a metric is easy but better measurements are required to gauge engagement and help in customer profiling. Better metrics could be used for creating personalised and engaging content. 

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