Category: Analytics & Data

Not Suprising News: Host-Read Podcast Ads Drive Higher Engagement than Non-Host Ads (per Nielsen)

Posted on by Kurt Laufer

Shocker alert. Nielsen is out with data that asserts host-ads are more effective than non-host read ads. Not that this is new to any of us who’ve been embedded in the podcast industry for years, but we figured we’d dive a little bit deeper into industry trends impacting host-read ads. To someone who’s been involved in the podcast industry before it became sexy, I’ve always been a proponent of the organic nature of the baked-in LIVE HOST READ AD, even more-so than a dynamically inserted host-read ad. To me, the measurement of a true host read ad is when it’s delivered natively within the fabric of a podcast.

As experienced marketers know, host-read ads (baked into the show) have always been the cornerstone of the podcast industry. With Radio media companies becoming more active in the medium (or taking over), some of us worried (and still worry) about the industry retaining the purity of ‘LIVE HOST-READ ADS’.

Dynamically inserted host-read ads are becoming the ‘name of the game’ as Radio looks to aggressively monetize their podcast networks. We literally are watching first-hand the slow death of ‘LIVE HOST-READ ADS’ within certain networks.

Nonetheless, in Nielsen’s unsurprising study, they found that 71% of respondents ‘recalled’ the advertised brand after hearing a host-read podcast ad compared to 62% of those that heard a traditional spot. Let’s dive a little deeper into these predictable metrics:
Notable highlights: 

  • Host-read ads outperformed traditions audio spots in causing the audience to seek additional information about a product
  • Produced a 33% lift in brand familiarity
  • Created a 67% higher increased affinity for a product/brand

When speaking to brands about the medium, I’ve always said that ‘live-host-read ads’ provide the purest form of native advertising. My friend at Pandora, Melanie Shiffman, stated it even better when she once told me:

A live-read podcast ad is the ultimate referral

I love that phrase and use it regularly when speaking to brands. Note that this Nielsen study said nothing about baked in ‘LIVE-HOST-READ-ADS’, which provide even greater uplift for brands than dynamically inserted host-read ads. I don’t need a study to confirm that for me.

As Radio companies slowly diminish the purity of traditional podcast advertising by relying on dynamically inserted ads (be it host-read or not) it’s going to be challenging to continue to say that podcast advertising provides the ultimate referral. Nonetheless, there is no better platform in attaining that highly coveted ‘lean-in’ listener that brands desire.

I’m not giving up on calling podcast advertising ‘the ultimate referral’…but the industry is slowly stealing the purity of what podcast advertising once was. Study that.

 

The Power of Podcasts Deliver Unblockable Ads & Higher ROI

Posted on by Kurt Laufer

An ad-free internet is coming. It creates quite the paradox, as the internet has so far sustained itself largely on advertising revenues. Up 94% in the past year, close to a third of all smartphone owners block ads that drive the production and distribution of free content. Content consumption is not shrinking by any means either, but more and more consumers are turning to ad-free paid content providers like Spotify, Netflix, Amazon Prime, or Sirius XM Satellite Radio. All in all, this is some fairly dire news as advertisers try and find ways to effectively connect with their audience.

Old School Format Brings New School Tricks

Fueled by the power of social media and smartphone accessibility, an advertising powerhouse called podcasting is on the rise. On-demand audio, and the powerful one-to-one opt-in connection the audience has to a podcast, there’s an old school/new school take on delivering advertising content.

Podcasting is effective because ads cannot be blocked on a podcast and listeners have automatic buy-in when they hear a product or service endorsed by a popular and trusted podcast host. Altogether, this medium is quickly becoming recognized as one of the most effective means of connecting with vast and varied demographics online today.

A recent study from ComScore produced results stating that by and large, more people preferred podcast ads to every other form of digital advertising online. That’s some serious marketing firepower.

Moreover, there is more opportunity now to buy in at ground level on sponsored podcast advertising opportunities than at any other time. The smartphone user crowd find podcasting an attractive option because they can multi-task while consuming content, and according to a new report from Edison research this trend is driving the greatest period of growth podcasting has ever seen.

The Listenership Trajectory Is Growing

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The Fastest Growing Segment is Under 55

While the fastest growing listener base is the under 55 crowd, these listeners are spending roughly four or more hours a week taking in, on average, up to five podcasts of varying types every week. These power listeners constitute just over 21% of all podcast audiences.

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Podcast Listeners Tune In Nearly 5 Hours Per Week

At an average listening time of three to five hours per week, this audience is an extremely desirable target market for just about every brand because podcast power listeners are typically more educated and possess more disposable income than the average American.

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Engagement Unlike Any Other Digital Medium

Best of all, statistics show that regular podcast listeners are nearly 20% more likely to follow and engage with your brand on social media than the average American consumer. Engaged and active podcast fans on social media mean higher ROI for your marketing clients, and significantly more revenue from social media and podcast advertising investment.

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Podcast Advertising Brings Additional Attribution Points

Hard statistical data that accompanies podcast advertising cannot be ignored. Many major Podcast hosts have national recognition and have successfully branched out their brands via powerful social media platforms, ultimately expanding the reach of advertisers as they align their brands with the hosts.

Many popular stand-up comedians have taken to podcasting weekly as a means of testing new material in a lower-pressure venue, and many journalists and reporting and news agencies like CNN, the BBC, and Fox News are all providing podcast based content for their tech-savvy, multi-tasking audiences. Highly respected educational institutions like M.I.T and others are publishing backlogs of lectures and content for free in order to drive interest and attendance, and to better the world by providing access to higher education and studies that would otherwise never be available to most Americans.

Podcasting is fast becoming the new mega-media power online.

The Digital Community Needs To Specialize in Podcasting

If you are a marketing or digital advertising provider, you need to develop an in-house strategy now, and not view podcast advertising as a ‘throw-in’. It’s still a buyers market, and educating your teams on the power of podcast advertising is imperative for the benefit of your clients.

There is no purer form of native advertising

Get your research team working on podcast advertising, and start familiarizing yourself with the best podcasts to reach your target market with your brand.  Better yet, rely on a podcast advertising expert that understands the industry. Podcast advertising provides a win-win for consumers and advertisers, offering brands a unique reach unlike any other medium. Bottom line, you now have a medium that can cut through even the most powerful ad-blocking software on the market today. Choose podcast advertising and be a part of the fastest growing marketing opportunity online today.

Bottom line, you now have a medium that can cut through even the most powerful ad-blocking software on the market today.

Editorial Note: Check out our Podcast Business Center to Unlock all Industry Data, in one spot!

E-Commerce Explosion A Dream Come True for Podcast Advertising

Posted on by Kurt Laufer

Digital advertising has long held significant advantages over traditional advertising mediums because of its ability to geo-target by location, age, demo, etc. Conversely, podcast advertising wasn’t built on the back of targeting, despite the fact that ads can be auto-inserted into podcasts.

Targeting is Evolving, Especially with Long-Tail Podcasts

Yes, scaling campaigns on a very targeted level has been embraced slowly due to staggered delivery methods across thousands of shows in all geo’s around the country. But, with all the evergreen content available with long-tail podcasts, we’re starting to see a pivot and AdsWizz is all over this technology.

But today, let’s look at how e-commerce and podcasting advertising work together. The explosive rise of e-commerce & retail technology is playing right into podcast advertising’s hands. A small business with a one-storefront shop should find podcast advertising highly valuable, especially if they have built out a powerful e-commerce platform to deliver their products to a targeted online audience.

e-Commerce Plays Into Podcasting’s Hands

Simply look inside the e-commerce numbers and you will see an ‘oil well’ of opportunity for any podcast publisher to drive revenues. Cyber Monday sales this year set a record, delivering $3.5 billion in sales. That’s a 12% increase over last year, with smartphones accounting for more than one out of every five sales. Better yet, from Thanksgiving through Cyber Monday, according to Adobe Digital Insights, consumers spent $12.8 billion online. That’s right, $12.8 billion with a b. Many online merchants advertised and offered substantial discounts several days leading up to Black Friday.

These marketing strategies, via e-commerce, sync up perfectly to the podcasting advertising industry, and we need to make noise within the digital buying community to better educate them!

As e-commerce continues to increase its share of total retail, the podcasting industry must penetrate this market with fervor. We must educate the buying community on the power of podcast advertising in order to increase our share of any digital budget. The rapid migration to e-commerce provides unprecedented sales opportunities for the entire podcasting industry. Have we done anything, in a unified voice, to untangle the web of choices for small to mid-size businesses to place podcasting buys? Not so much. We need to amplify our strengths, demonstrating together just how fervent and loyal our audiences are. Bottom line, podcast listeners are an e-commerce advertisers dream.

e-Commerce is a dream for the podcasting industry.

No longer do people fear entering their payment details to virtual merchants. Omni-channel marketing has become a major part of any brand strategy. And the speedy delivery of online retailers, logistically, has evolved into infinite choices for consumers. Through advocacy & education, controlling the narrative, and untangling the vast choices businesses have, the podcasting industry should take major strides forward in 2017 and beyond, driving ad revenue. I truly believe, once we finally control the narrative within the digital buying community, we can surpass $1 Billion in ad sales by 2021.

But we must integrate podcasting into the daily digital conversation of e-commerce prospects, as well as the digital buying community…first, by educating ourselves on the complex integrated e-commerce strategies businesses are using. And then, by telling our story on how podcasting advertising syncs up perfectly to any e-commerce marketing strategy. The rise of e-commerce is an oil-well of opportunity for the entire podcasting community.

It’s time to tell our story, in a unified voice, gaining the digital market share we deserve.

A Courtship In The Making? HowStuffWorks & Panoply Team Up with Powerful Ad Targeting Marketplace

Posted on by Kurt Laufer

Last week, it was announced that Panoply & HowStuffWorks (HSW) have created a “Podcast Distribution and Monetization Partnership”. Could this be the first step in what could be a future mega-partnership betwene these two premiere podcast networks? Only time will tell. But the move is certainly a game-changing one for both networks and and another indicator that future industry consolidation may be accelerating.

By adding a Herculean partner to their exclusive ad targeting MTM platform (Megaphone Targeted Marketing), powered by Nielsen, Panoply now provides HowStuffWorks access to their unprecedented audio ad targeting platform. One of the most recognizable names in the podcast marketplace, HowStuffWorks brings over 20 podcast brands that deliver more than 50 million downloads a month…including top shows such as:

Additionally, premium podcast network Panoply Media, has over 150 shows in their network and has been delivering unprecedented technology for advertisers and publishers. They also curate premium children’s content through the Pinna app. Panoply’s original podcasts include:

Brendan Monahan, CEO of Panoply Media noted in last week’s press release:

HowStuffWorks has been a pioneer in the podcast arena and we are thrilled at the opportunity to partner with them to support their global network of listeners,” said Brendan Monaghan, Panoply Media’s CEO

Panoply’s MTM Platform Delivers 9.5 Billion Devices Across 60,000 Audience Segments

So how does a podcast publisher connect advertisers and publishers to a specific verified segmented audience? You partner with Nielsen. And that’s exactly what Panoply Media did last summer when they announced their Megaphone Targeted Marketplace (MTM).

Here’s how the unprecedented MTM platform works:

  • Powered by Nielsen’s Data Management Platform, Megaphone’s targeting technology synthesizes on and offline data to segment and target podcast listeners across all shows and publishers in its network
  • MTM allows advertisers to target more than 60,000 audience segments to help reach your audience every time
  • The targeting can be done based on location, interests, demographic profile, purchase behaviors, and many more segments
  • Over 9.5 Billion device ID’s have been captured, allowing advertisers to deliver messages to a hyper-targeted audience no matter which platform they’re consuming content (Apple Podcasts, Google Play, Stitcher)

Panoply has attacked the limitation of podcast advertising head-one, with a firm understanding that podcast metrics are challenging. And that’s why they built Megaphone, through an unprecedented partnership with Nielsen.

Obviously HowStuffWorks foresees an opportunity here to accelerate revenues while at the same time, Panoply captures a disparate powerful network (HSW) into their ecosphere before someone else does…essentially building a moat around the HSW family of shows via their MTM platform.

Why Targeting Is a Gamechanger for the Podcast Industry?

A major objection many podcast publishers encounter is the limitations on granular audience targeting. Streaming audio powerhouses Spotify and Pandora have always set themselves apart because of the powerful audience insights they’ve acquired, allowing advertisers to target precise data sets within each network.

Additionally, with traditional digital mobile ad delivery, most mobile banner impressions are served to a scattered audience of unengaged strangers. That is, unless you utilize a People Based Marketing strategy where you on-board the data prior to delivery.

The MTM platform puts podcast advertisers on an even playing field against digital targeting powerhouses, and it can be argued that Panoply’s MTM platform may even be better, as it eliminates any waste and reaches a wider variety of legitimate data sets because of the more than 60,000 audience segments via Nielsen’s Data Management Platform.

And the nimbleness of the platform does not go unnoticed. Brands that utilize the Megaphone platform can change ads on the fly because the MTM platform is built around ‘dynamic advertising technology’ that provides tremendous flexibility to their ad partners, with host-read ads available for individual podcasts utilizing the distribution technology:

Podcasts and advertisements are recorded separately – even host-read mid-roll reads. Megaphone automatically combines ads and content using campaigns and targets. Set the rules once and everything happens behind the scenes in real time, capturing ad revenue whether an episode is one day or three years old.

Why a Panoply & HowStuffWorks Distribution Partnership Matters to the Industry?

Perhaps this is the first step in a Panoply/How Stuff Works mega-podcast-network, where two data-driven premium podcast publishers start their courtship by solving one major industry problem together…and that’s granular audience targeting with on-boarded data by a trusted partner like Nielsen.

Choosing to walk before they run, this may just be the first-step here in what could be a future marriage. Both podcast companies are well respected within the industry and curate powerful owned and operated content.

Together, They’d Be the Fourth Largest Revenue Generating Podcast Network

If you combined the top-line revenues of both companies, they would combine to be the 4th largest revenue generating publisher/network, behind Midroll, NPR, and the New York Times, according to many industry insiders

A Respect for Data & Curating Their Own Content

When you combine a successful focus on curating owned and operated content, a ‘beyond-the-industry’ recognizable brand, and a pioneering respect for ad targeting (the MTM platform), together they would become a behemoth in the industry.

Here’s how I see the formula: Recognizable Brands (HSW) + Unparalleled Access to Data (Panoply & Nielsen) x Experienced Content Curators (HSW and Panoply) = Unprecedented Premium Podcast Network

As Conal Byrne, President at HowStuffWorks mentioned in last week’s press release:

We are eager to maximize the capabilities Panoply has to offer,” said Conal Byrne, President at HowStuffWorks. “We are always looking for new ways to engage our listeners and feel that serving them relevant, targeted advertising will simultaneously increase our revenue stream while meeting the needs of our listeners.

 

The first two new shows we will launch on the Panoply/Megaphone platform are The Question Booth coming in late March, where every week we ask hundreds of people the same question – to collect the strangest, most creative answers out there – and Daniel and Jorge Explain the Universe in early April. Daniel & Jorge break down the most profound questions of existence – from dark matter to black holes – in an incredibly accessible, inspiring way, so as to keep our tiny place in this gigantic universe in perspective. We are really looking forward to bringing these shows to audiences in a whole new way.

By teaming up with a new distinct ‘technology driven’ distribution channel, they both should benefit monetarily in working together. And no other networks currently have access to the industry leading data that Nielsen’s Data Management Platform provides via Megaphone, Panoply’s unprecedented technology for podcast publishers and advertisers.

At the same time, the announcement may accelerate future mergers, acquisitions and partnerships within the podcast landscape. It will encourage others to make bold moves…like the audioBoom & Triton Digital announcement in February.

Consolidation May Speed Up In the Latter Half of 2018

Consolidation in the Podcast Industry was always going to happen. Just look at the aggressive move audioBoom and Triton Digital are making, with audioBoom moving towards a ‘reverse takeover’ of Triton.

This proposed acquisition starts and stops with the data, complementing audioBoom’s vast network of 180 plus podcasts. Triton’s ‘software as a service’ (SaaS)-based offerings focus on digital audience measurement; streaming platform services; and audience engagement. In addition, their a2x technology allows clients to geo-target digital audio across a vast network publishers.

The future merger positions audioBoom favorably in the on-demand audio entertainment world, aligning effortlessly with the data and distribution capabilities of Triton. And Triton isn’t slowing down either since the proposed merger was disclosed as they just announced a partnership with Fusion by S4M (mobile advertising technology), purported to be the first programmatic buying marketplace for digital audio specializing in ‘drive-to-store’ campaigns.

What’s Next For the Industry?

audioBoom and Triton, with their powerful streaming audio solutions, and now Panoply & HowStuffWorks, embarking on a path utilizing a data-driven distribution platform powered by Nielsen reaffirms just how important data and technology platforms are in order for the podcast publishers to compete in an integrated digital world.

These partnerships reaffirm that on-demand audio is making a play for the more than $85 billion in digital revenues that were spend by brands in 2017, with only approximately 1.5% coming from digital audio. This means there’s still unlimited upside when it comes to ad spending allocated towards on-demand audio.

As AdAge noted in December 2017,

The proliferation of advertising on mobile has greatly contributed to digital audio growth. The first six months of 2017 saw $603 million in audio advertising revenue, a 42 percent increase over the first half of 2016. Mobile captured $448 million while desktop saw the rest, according to the IAB.

Bottom line, digital audio ad revenues continue to become a relevant part of integrated marketing strategies. And the IAB expects digital audio ad dollars to exceed last year’s full-year revenue of $1.1 billion. The Renaissance of Digital Audio is here. More and more brands continue to explore podcast advertising. And they’re quickly finding out that no other medium connects with the audience the way a podcast ad does.

Interested in Podcast Advertising?

TopPodcast delivers turnkey advertising solutions across most major podcast publishers and streaming networks. Contact us today! 

 

Apple’s Podcast Analytics: What Industry Experts Are Saying After Seeing Them

Posted on by Kurt Laufer

Publishers and advertisers have long awaited Apple to finally divulge ‘inside information’ about individual podcast analytics, and the consumption habits of those that listen to them. Finally, content creators can finally see data about when listeners stopped listening to a particular episode.

Additionally, podcast advertisers always wanted to know if people are listening to the ads they pay for. That’s why, admittedly, advertisers typically want their spots to be in the first half of every podcast…to increase assurances that their spot will be heard in the event that a listener stops listening to a podcast.

What the new Apple analytics provides?

  • The Average Completion Rate of an Episode
  • The Total Time Spent Listening
  • Time Per Device
  • Which countries the listens are coming from

Surprisingly, there was much more ‘buzz’ well before release of the data than after, and we didn’t find that many publicly available comments made by industry titans. Most of the comments and insight came well before anything was released. I guess, most are just waiting to absorb the data and see how this plays out. Nonetheless, here’s what we found as far as publicly available comments that are ‘on-the-record’: (and feel free to send us yours and we’ll add it to the article).

What the industry is saying after absorbing the initial release of Apple Podcast Analytics data?

  • Steve Shanks, CRO at Ad Results

    He told Inside Radio that he is “optimistic about the idea that creators will have access to more data, as we feel it will create more efficiency in the marketplace. With increased data and insights, we’ll have the ability to better predict the potential winners and losers for our campaigns which should create even better results for our clients.

  • Seth Resler: Jacobs Media Strategies:

    Many of us podcasters feared Apple’s analytics might show a ton of podcast listeners who check out a podcast for a few minutes and then drop off….the Average Consumption looks really solid – often over 80%. “Apple is tracking unique devices (not listens). Radio Futurologist James Cridland pointed out that this could be problematic, because one device (in a car) could reach more than one person.

  • Jason Cox, CTO at Panopoly:

  • He told Fast Company In the short term, the biggest changes will likely come from content creators due to the increased visibility in listener engagement. With the new analytics platform, they can make data-informed decisions on content strategy, such as episode length or topics.” Additionally, “We predict there will be more granular reporting that accounts for dynamic ad insertion”

    Mobile App Daily:

  • The dropped time of listeners will help the podcasters better their content length and quality and analyze where they need to improve”

    Recode:

    The data Apple is providing only comes from people using its newest software: iOS 11 and iTunes 12.7. So it won’t be complete”

Conlcusion: There’s Still A Long Way To Go

It’s a great first step, no doubt, and demonstrates Apple’s slow pivot to embracing the podcast industry, which includes the vast amount of data that comes with over 10 billion annual downloads from 2016 (we can’t wait to hear the 2017 download numbers).

Podcast creators now have the ability to receive data based on devices, not individual user behavior. Transitioning from server based reporting, where they only knew the number of podcast downloads, certainly is a major first step. And Apple has made it known that they want your feedback too & seem open to improving their reporting tool.

Apple’s First Step Is Still In Its Infancy

Bottom line, Apples first insight provides enhanced data, but still remains in its infancy and the impact it will have on the industry is still unknown. Digital buyers still have to remove their mindset beyond comparing podcast advertising to digital campaigns. Most have yet to embrace the the power of organic live reads withing the podcast and the direct results for advertisers that comes with it.

As I like to say…and I’m preaching here…

Podcast advertising is the purest form of native advertising…and remains ‘the ultimate referral’.

Interested in Podcast Advertising, CONTACT US HERE…we have access to most major publishers and can align your marketing objectives with the right show. You can always call us at 844-670-7747 as well!

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More Than A One-Trick Pony When It Comes To Podcast Advertising

Posted on by Kurt Laufer

For businesses, one of the most significant elements we bring to the podcast industry is a digital marketer’s mindset. Our team understands integrated strategy & we know how brands are executing multi-attributions channels on that side of the table.

Many in the podcast industry simply stick to what they know best…selling stand-alone podcast ads. And that’s ok! However, to compete in an integrated world, the industry must expand its skill-set. That’s where we come in, particularly through our Podcast Business Center, and the offerings #TopPodcast Digital Enterprises bring to life.

Changing the Narrative in the Digital Buying Community

TopPodcast.com will help drive a narrative to make podcast advertising more readily accepted within the $70 billion digital advertising industry. Born and bred digital marketers and podcast insiders, our team understands how the digital marketplace has been sprinting ahead of the podcast community.

Despite the prejudice against our industry by certain digital buyers (for our measurement limitations), direct response advertisers are experiencing tremendous success with podcast advertising. We must highlight this narrative within the digital buying community.

Through education & advocacy, we will take control of the narrative & push messaging beyond the walls of the industry. Bottom line, podcast advertising must be a part of any integrated strategy.

 The podcast medium must be accepted as a true digital product and no longer pushed off to the side by digital buyers to terrestrial audio planners

More Than A One-Trick Pony – We are Tactical Digital Marketers

Times have changed over the last decade despite podcasting’s decade-old purity. Through no fault of their own, many in the podcast industry have neglected to fully embrace the digital realm.

By implementing adaptive multi-attribution strategies alongside traditional podcast ad campaigns, we deliver a unique POV that most don’t. What makes our leadership team uniquely qualified to join the podcasting party? We understand all digital platforms, we understand the importance of analytics and we’ve created experiential marketing campaigns.

We dive into a companies digital strategy. It’s an integrated world that’s evolved since the inception of podcasting & we believe in delivering more than a stand-alone podcast buy.

 

The stand-alone approach of selling is no longer acceptable when it comes to delivering a podcast audience. It’s not just about ‘maximizing success for brands in premium podcasts’. Rather, it’s about having the digital knowledge to understand the complex integrated tools businesses are using to reach their valued audience.

TopPodcast.com has the digital expertise along with extensive podcast sales knowledge to maximize any integrated marketing strategy. And we speak your language when it comes to digital platforms.

Before you place a podcasting buy, ask your podcast agency if they understand the difference between native advertising and content marketing? Do they understand programmatic and adaptive marketing strategies that companies are executing? How involved have they been with experiential, event-based campaigns?

We have a feeling you might just hear crickets. Visit our Podcast Center today…inquire how we can help take your podcast advertising to the next level.

10 Trends That Make The Podcast Medium Great Again

Posted on by Kurt Laufer

Wow, we’re already half-way through 2017 and it has already been a ‘HUGEEE’ year for on-demand audio as publishers continue to fight for your loyalty & listenership. We’re likely to see more industry consolidation too, which ultimately should make your choice of discovery easier.

The team at TopPodcast.com wanted to take a moment and review, from the perspective of a digital marketer, what we believe are the Top 10 Podcast Trends that are helping make podcasting great again (excuse the non-partisan pun).  Here goes nothing:

1.  Mobile is King, making listening at your fingertips

It’s undeniable the impact the smartphone has had and continues to have on the podcast medium. This certainly has made podcasting readily available to the masses.  Mobile accessibility has exponentially enhanced the trajectory of the industry, with Podcast consumption on smartphones reaching over 80%. This means listening is literally at everyone’s fingertips, where just a few years ago podcast discovery was way more cumbersome.

 

2. Consolidation, Speaking in a Unified Voice, and the Top dogs

With so many confusing choices for audio consumers to stagger through, industry consolidation is upon us…and it’s just a matter of time until dominos start to fall (tick tock tick tock). Just as important will be watching what the big audio and streaming players do (Spotify, Apple, Pandora, Sirius, etc). We already saw Sirius taking a bite out of Pandora (incremental consolidation). Apple has stepped up, announcing that analytics are finally coming. And it’s great to see Spotify curating custom podcasts while watching iHeart invest in people and the platform. Then, there’s the ‘Air Force One’ of the industry , NPR. No matter what the audio powerhouses end up doing, look for the industry to eventually begin to move in a unified voice, consolidating for the better. I also liked the effort of #TryPod, as far as 37 publishers coming together to finally promote the industry…as one! At least that’s a small step in the right direction.

3.  More Reputable Broadcasters from TV & Radio Enter the Podcast Industry

Seeing what broadcasters like Mike Francesa do after his contract ends at WFAN bodes well for podcasting. As mainstream broadcast influencers continue to jump head first into the industry, they’re going to bring ‘tons’ of newpods with them (first-time listeners). Reputable, established broadcasters want relevancy and the clout of having control…hence, creating their own podcast only makes sense. As they jump in (like Bill O’Reilly did), they bring with them massive social media reach. This trend will only enhance podcast listenership, driving revenues, as new broadcasters enter the vast field of podcasting. It’s the ‘monkey-see monkey do’ attitude that is taking hold of the industry.

4.  The Impact of Live Audio & Video

While live audio, via Facebook, provides an opportunity to drive discovery, the question is whether the industry wants to allow Facebook to control delivery. As we know, Facebook often changes algorithms to best impact their selfish revenue streams, so this is a bit of a wild-card. However, YouTube, and repurposing audio continues to be explosive since podcasters & publishers alike can share in the revenue. Any way you slice it, video will impact on-demand audio, especially when it comes to discovery, distribution, and revenue.

5.  Voice Technology Devices Are “Hear” to Stay

How many of you purchased Alexa over the holiday, or the Amazon Echo? There’s no denying the trajectory of voice command technology, and podcast publishers all will align with this technology. Whether it’s speaking to Siri, listening to a podcast on Amazon Echo when you cook, voice technology is here to stay…or should we say ‘hear’ to stay.  And yes, all this voice-activated technology will be available on the dashboard of your car. So, the industry must align with it! And it will enhance discovery, making it less cumbersome to listen and discover your favorite podcast.

6.  Radio & TV Incorporate Podcasting With Their Long-Term Vision

Innovation starts with an entrepreneurial spirit and terrestrial radio companies have found it painfully difficult to embrace change. Watching Spotify, Pandora, and other audio companies drive a digital narrative has been painful for many in the industry.  Our prediction is that you’ll finally see Radio put digital innovation at the top of the food chain, giving them a seat at the table, demanding old-school programmers pivot to where consumers are discovering content. We like what we see at iHeart, especially with the roll-out of their premium app & their focus on a podcast strategy.

In addition, the ‘mainstreaming of podcasting’ is hitting Broadcast Television too. Have microphone, will podcast. Shows like 60 Minutes, Meet the Press, CBS Sunday Morning News, The Rachel Maddow Show, MSNBC’s Morning Joe, and 48 Hours are giving a shot in the arm to the industry. Content can easily be re-purposed, via a podcast. If Radio & TV  promote the hell out of the platform, there’s no limit on how successful they will be in capturing an already large audience to explore their on-demand platforms.

7.   Programmatic Becomes Real in Podcast Advertising Especially for Evergreen Content

There’s no holding back the digital trend towards programmatic advertising, dynamically inserting one-to-one targeted ads, regardless of device, into a show. Spots will be pre-recorded segments that can easily fit into any podcast listening format. Companies like Adswizz are bringing dynamically inserted ads to podcast advertising, strengthening value and life of long-tail podcasts.

Despite incremental advances in programmatic solutions, this is where podcast advertising loses its endearing charm, the one-to-one personal engagement with the host. However, programmatic can help solve delivery problems for shows with long-tails and drive revenues for shows with evergreen content and excess inventory. It can fill capacity, driving revenues effortlessly for the industry. There’s no denying the evolution towards programmatic and the digital demands calling for geo-targeted dynamic inserted ads.  The fact remains that these ads won’t have the same clout of live native ads, but it will help solve inventory issues for long-tail shows. Bottom line, we hope the industry controls access points to this type of advertising as not to diminish CPMs or dilute the live-read charm.

8.  Experiential Marketing & Live Podcasts Work Together

 

Brands love creating compelling content, and nothing does a better job than using live experiences to capture and deploy one’s brand message, which then can be shared virally via social platforms.  Using podcast influencers (podfluencers) makes sense for brands, having ‘live podcasts’ on site. Bringing an ad campaign to life through the extension of traditional advertising syncs up perfectly to podcasting, and the PR & influencer engagement, on-site, adds substantial value that certainly will ignite social sharing.

9.  Native Advertising Continues to Grow

Major brands have embraced native advertising strategies, and nothing works better in the podcasting industry than organic, live reads (endorsements). Brands like Mac Weldon, Blue Apron, and Wix view podcasts hosts as brand ambassadors, to deliver messaging to an audience that wants to hear what the podcaster is saying. The growth of native advertising and driving integrating messaging succinctly across multiple platforms will continue to make podcast advertising highly attractive in 2017. We just have to make some major noise within the digital buying community, advancing a narrative must be heard.

10.  Custom & Branded Content Strategies

Big brands are getting so comfortable with the concept of podcasts, that they’ve started to literally produce their own. Companies like, Netflix, and Prudential have successfully done it, and Slate and Panoply have teams that work with brands to execute this strategy. GE has one of the more established success stories in this space (yes, a 100-year old company like GE), created an eight-episode sci-fi series called The Message. They’ve continued to shape their brand message with another series called “LifeAfter. When companies like GE see the value of podcasts, you know the herd will start following soon.

Final thought, there’s another IMPORTANT fact that is making podcasting great again. As much we are exhausted with the political discourse in the country, it is driving demand for political podcasts like POD SAVE AMERICA. There’s no doubt that news gathering organizations are thriving. Traditional media outlets like the New York Times, Wall Street Journal, and of course NPR! I could have easily put this paragraph at the top of the list, and made 11 items a part of this story…but 10 made for a better title.

If you’d like to learn what podcast advertising can do for your business, please check out our Podcast Business Center. We’re just getting started!

How Millennial Consumption Habits Are Impacting Podcasting & Radio

Posted on by Kurt Laufer

A study last summer by Music Business Association concluded, not surprisingly, that Millennials listen to less radio than the generations that came before them. This is hardly news to most of us that understand consumption habits of millennials or have been swimming in a digital pool for the last 5 years.

More recently, a snap analysis of the 2017 Infinite Dial Report shows that 87% of those aged 12-24 are listening online now. That’s 87% my friends. If this number doesn’t tell you something about where we are headed, I don’t know what will.

While statistics are no doubt purveyors of what the future holds, the Music Business Association study last summer also said:

In lieu of radio, younger millennials have turned their ears and their attention to streaming, with many of those polled opting for on-demand options. This shows that not only is streaming in general more favorable, but the idea of radio simply isn’t as appealing to younger music lovers as it used to be for their older siblings, parents, and grandparents.

How Does This Correlate To Podcasts?

It’s all about smartphones and connected devices. It’s now confirmed (Edison Research) that 81% of all Americans use smartphones. When you look at millennials, that number explodes:

  • Ages 12-24: 95% smartphone ownership
  • Ages 25-54: 89% smartphone ownership

Why this matters? 

Accessibility and discovery of podcasts has correlated to the smartphone explosion. On-demand audio is simply a ‘point-and-click’ away.  In addition, while Millennials are listening to less traditional radio, they are listening online via streaming services, specifically Pandora, Spotify, iHeartRadio, and Apple Music.

In a similar study conducted by comScore, millennials are 44 percent more likely to listen to podcasts once a week on their smartphone than the average smartphone-owning adult. And the popularity does not stop with this demographic — 18-34 year olds are going to be more likely to be podcast listeners than the general population, while 12-17 year olds are almost twice as likely to listen to podcasts.

What kind of programming are they listening to? 

A fascinating aspect of Millennial podcast listeners is diving into what type of podcasts they are listening to. Interestingly enough, they are primarily listening to spoken-word programming…the same type of programming that is broadcasted on stations regulated to the AM dial. This data should hearten some radio execs as they literally have this content at their fingertips.  But it comes down to their distribution strategy, and allowing the content to be packaged in a way that aligns to changing consumption habits.

Why are podcasts so attractive to the younger generations?

It could simply be that the younger generations are that much more attached to their devices. And if the content is worthy enough to be ‘discovered’ on their device, it must be worthy of their attention. It could also be the increased importance surrounding on-demand content. Younger generations want to listen on their own terms…when they want it…and where they want it. Bottom line, it takes a strategy to make sure this content is available & packaged to millenials. Radio execs mustn’t underestimate a clear, cohesive strategy in packaging curated content via an on-demand platform. Bottom line, the podcast medium is a vehicle of choice for powerful distribution.

Sharing is caring – enter the Social Media factor

One of the most overlooked aspects, when it comes to on-demand discovery & consumption, is being able to share content…a fact that can’t be overlooked when it comes to analyzing a younger demographic. Millennials love to share, but they also like to like what others are sharing too. This is one of the reasons our Podfluencers will drive awareness of what is relevant in the industry, encouraging others to listen to new suggested podcasts.

Podcasts allow millenials to listen and share content with their friends. The social media impact is a key driver to podcast consumption, aligning seamlessly with millenials.

You can’t just share any old content and expect to be successful. In order to appeal to the younger demographic, you have to offer appealing content in a format that this age group prefers to consume. While broadcast radio assumes that Millennials want to hear the latest hits, they often overlook that they also want to hear original non-fiction programming.

While broadcast radio assumes that Millennials want to hear the latest hits, they often overlook that they also want to hear original non-fiction programming.

The podcast publishers that are experiencing the most success are the ones that have embraced this fact and are finding ways to tap into the power of the millennial masses.

Radio Can’t Rely on False Assumptions

While broadcast radio assumes that Millennials want to hear the latest hits, they overlook that they also want to hear original non-fiction programming. Old-school radio execs, in the past, have underestimated the power of the millennial and changing consumption habits.

Previously relying too heavily on an ‘in-the-now’ strategy that focused more company resources on PPM, (Portable People Meters), song survey analyses, format changes, radio transmission fees, and program directors that lacked flexibility, it’s time to jump on a new vision that aligns with millennials…or trust me, history will repeat itself…and you’ll go the way of MySpace, Friendster, and your Blackberry.

To steal a line from an old ‘Friend’ in the radio biz…

“It’s a great day to be in radio”…that is, if you accept and invest in the future of on-demand audio, aggressively monetizing your streaming platform, and align with the consumption habits of the future (they live on mobile). PS – the future is here.

 

Editorial Note: Stats in this article came from Forbes as well as the 2017 Infinite Dial Report, as noted above.

 

 

The Analytics on Podcast Delivery: Blubrry Went ‘Under The Sheets’

Posted on by Kurt Laufer

As TopPodcast.com was conducting a massive amount of research over the last year, one of the most compelling reports we uncovered was one conducted the Blubrry Team, as they looked at over 35,000 podcasts, and assessed whether users were downloading or streaming their podcasts. If you don’t know who Blubrry is, you should…and we recommend you check them out, especially if you are interested in searching their massive podcast registry/directory.

Editorial Note about Blubrry, from their website: They’ve created a Blubrry Podcast Directory, not trying to compete with other directories. Their main goal is to offer additional distribution points that otherwise are not available to podcasters. With this philosophy, they believe the Blubrry Podcast Directory fills the void where iTunes and podcasting is otherwise unavailable. Blubrry.com is a podcasting community and directory that gives creators the power to make money, get detailed audience measurements and host their audio and video. Whether you are a media creator, advertiser or media consumer, Blubrry can provide the digital media interface.

Now back to the report. It’s a fascinating study, providing tremendous insight not just for industry insiders, but for the individual podcaster, as they learn to understand how and where audio-consumption is taking place.

Late last summer (2016), the report released on the PowerPressPodcast demonstrated:

60% of podcasts are downloaded for playback on-demand

In addition, here’s how they broke everything down:

Four main distribution categories’ of podcast consumption:

1. Mobile Apps Account For 71.6% Of Downloads

While this should also come as no surprise, the majority of podcast consumption comes from mobile apps. Podcast apps work in the background so that you can listen to them with ease and the new podcasts will automatically download. But again, their are SO MANY for consumers to choose from, they often get frustrated (TopPodcast.com can help). The statistics from Blubrry measured over 30 different applications from all of the main app stores including the apps you can download from the store as well as the ones that come standard when you get your phone.

The iOS podcast app that comes with your phone accounts for 39% of mobile app downloads as well as streaming plays.

The app automatically subscribes its users for streaming but does allow them to download the new episodes automatically. About half of the content is downloaded and the other half is streamed.

2. Desktop Apps Account for 13.1% Of Downloads

Ever since the mobile platform has taken off, the percentage of desktop podcast consumption has continued to decline each and every year. They offer almost the exact same services as a mobile app would, except you need to be at your desktop in order to listen to them, so your mobility is limited. Once again, Blubrry measures over 30 desktop apps.

They found that the iTunes desktop application by itself helps to make up about 4/5 of the desktop app consumption.

3. Desktop Browsers Account for 10.7% Of Downloads And Streamed Plays

Overall, desktop web browsers account for a little over 10% of all podcast consumption, which is actually quite impressive when you consider that since 2005, that number has always ranged from 5% to 15%. Desktop browsers provide the user with a chance to listen to the audio right from the web page, the way TopPodcast.com allows you to ‘test drive’ shows on our site, within our Top 200 and our recommended picks. For this particular consumption data, Blubrry measured 15 different desktop web browsers such as Safari and Firefox.

In this situation, about 2/3 of the consumption is done by streaming while the remaining 1/3 is done through downloads. For this particular consumption data, Blubrry measured 15 different desktop web browsers such as Safari and Firefox.

4. Mobile Browsers and TV Apps Account For 4.6% of Streamed Plays

This percentage has been on the rise over the last several years but has recently started to plateau in terms of growth. The mobile browsers provide a great way to listen to the podcast within the browsers. If you do not have a phone that is capable of browsing, you can use the podcast URLS to playback in a built-in media player app. Playback in the browser or the media player results in streamed play.

Blubrry measured 25 different TV applications and mobile browsers such as AppleTV and Roku for the TV applications and Chrome on Android and Windows Mobile for the mobile browsers.

There are some mobile browsers that do allow you to download the content, but it is so rarely used that it is excluded from the data.

Measuring Stream Plays Vs. Downloads

download_apps_vs_stream_play_apps

When it comes to measuring the difference between a streamed podcast and a downloaded podcast, they are typically measured the same. When a player plays from the URL, it progressively downloads the file chunks. Those chunks then provide the player with a way to allow playback immediately by downloading the content in small chunks. One file will often yield many download requests at one time when the progressive download technique is being used.

Podcast downloads use a similar method known as byte range, which is the request made to download the data in chunks. Commonly, you will see a byte range request when downloading from a mobile application designed for podcasting. Since both a downloaded podcast and a streamed podcast appear the same on the server, both are measured the same way.

I hope this information has proven to be beneficial, and we thank Blubrry for providing such powerful analytics.  I hope we summarized it accurately for your edification purposes.

What 10 Billion Means to the Podcasting Industry?

Posted on by Kurt Laufer

Podcasting is definitely on the digital fast track, as the stats don’t lie.  In Apple’s 2016 review, it is reported that over 10 billion people downloaded or streamed a podcast during the year, from all over the world.  The most popular way of downloading those podcasts were through the Apple Podcast app, which made up for 65 percent of all listened podcasts.

Considering the number of podcasts downloaded and streamed in 2016, it’s safe to say that podcasts are finally becoming more mainstream, and expect to see bigger numbers in 2017.  This is exceptional news for anyone that’s in the industry…and it’s setting up to be a wild year for the industry.

The Mainstreaming of Podcasts

Considering the number of podcasts downloaded and streamed in 2016, it’s safe to say that podcasts are finally becoming more mainstream, and expect to see bigger numbers in 2017.  This is exceptional news for anyone that’s in the industry…and it’s setting up to be a wild year of growth and change.

NPR’s Fresh Air Leads the Way

The most downloaded podcast was NPR’s Fresh Air, hitting the top spot for 2016.  While other NPR programs won accolades, it shows how many people are turning to podcasts.  Consider that podcast listening grew by 23 percent between 2015 and 2016, the question now is will the industry continue to grow at this clip, or exceed it?

How Does Podcasting Add Up Against Other Major Players?

To get an idea of how large the podcast listening community is, let’s put in perspective to other major platforms.

When you combine those numbers with those around the world, it’s not a surprise that podcasts are finally catching the eye of major brands, as well as the digital buying community! Finally, it looks as if digital buyers are ready to jump on the bandwagon.

Podcast Monthly Listenership Continues to Grow

Accessibility is Key: 81% of Americans Own Smartphones

The accessibility of podcasts certainly contributes to these large numbers, and Apple is not alone in expecting massive growth for the new year.  The mobility of the medium has contributed to the rise of podcasts listening. 81% of Americans now own smartphones, hence more accessibility to podcasts. The beauty of a podcast, is that it can reach a large audience without much effort, and there isn’t a strict target age range.  Nearly anyone with a smartphone can download a podcast, allowing everyone to listen where and when they want.

Onward & Upward: The Next Milestone

Bottom line, Podcasts are a product of the future, despite the fact that they’ve been around for over a decade. And as more people jump into the podcasting game, the numbers will continue to go up.  All media platforms are diving in, especially media darlings from Television and Radio. Since anyone can create a podcast, it can open more avenues and creativity for every individual who desires to create a show. Have microphone will podcast. 10 billion is obviously just a milestone. We are more curious what’s next? 15 billion? Enjoy the ride!

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