Fully understand how podcasts represent an attractive advertising opportunity for brands.
 | | The Podcast Report | | Here is the roadmap for how brands and marketers can own the future of audio… News broke earlier today that BuzzFeed News is closing down its in-house podcast production team. The decision will put an end to several BuzzFeed podcasts, including "The News," "Say Something," and "Reporting To You."
That decision could come back to haunt the company, as podcasts are exploding as the go-to audio medium in the US.
As audiences for traditional media shrink, a growing number of US consumers are tuning into podcasts. Twenty-six percent of US consumers over age 12 now listen to podcasts on a monthly basis, up from just 12% five years ago.
And more brands are beginning to advertise on podcasts, not only due to the medium's growing audience but also because many listeners tend to be relatively wealthy and young. Moreover, listeners are more receptive to ads on podcasts than ads on other forms of media: 55% of US respondents aged 18 years and older reported either always or sometimes paying attention to ads on podcasts, per a September 2017 WNYC study, versus radio (45%), TV (44%), music streaming services (41%), and online video ads (34%).
In our brand new Podcast Report, Business Insider Intelligence explores the key drivers affecting podcast listenership growth. The report also details the benefits of advertising on podcasts versus other media formats, and outlines the best practices for implementing a successful podcast ad campaign. Finally, we discuss the barriers that will inhibit future growth in listenership and ad spending, and how these hurdles can be overcome to attract more big-budget brands into the space.
Among the big picture insights you'll get from this report, titled
The Podcast Report: How brands and marketers can tap into the future of audio:
- The number of US podcast consumers has more than doubled in the past decade — and there's still a long runway for growth.
- Entertainers, music streaming platforms, and smart speakers will play a role in furthering podcast listenership growth throughout the next five years.
- Many podcast listeners complete most or all of the podcast episodes they start, and tend to not skip past podcast ads, making the medium ripe for success for advertising. Furthermore, brands can work with podcast ad networks to ease the burden of setting up ad campaigns.
- Content discoverability, consumer awareness, and difficulties in podcast ad spending are significant hurdles that must be overcome to attract more big-budget brands into the space.
This exclusive report also:
- Outlines the drivers and obstacles to podcast listenership growth
- Details the various reasons podcasts represent an attractive advertising opportunity for brands
- Highlights the factors that contribute to the successful implementation of a podcast ad campaign
- Includes a case study on Kia's successful podcast sponsorship campaign with National Public Media (NPM), the sponsorship subsidiary of National Public Radio (NPR)
- And much more.
The Podcast Report is how you get the full story. | | | | | Choose one of these options:
- Bundle and save 94% today when you purchase the Ultimate Digital Media Reports Bundle. You will gain immediate access to this report and 57 others on some of the most important topics impacting the digital media space. BUY THE BUNDLE AND SAVE 94%
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The choice is yours. But however you decide to acquire this report, you've given yourself a powerful advantage in your understanding of the digital media landscape. | |  | | Copyright © 2018 Business Insider, Inc. All rights reserved. | | | | |
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