In this episode, I talk to Amelia Coomber, a software engineer turned growth marketer with a 6-year track record of building and leading performance marketing teams for both high-growth DTC brands and B2B SaaS startups. Today we’ll talk about measuring podcast advertising with Amelia Coomber.
Over the past five years, the podcasting industry has experienced remarkable growth, with approximately 3.2 million active podcasts and over 200 million episodes available as of 2024. The audience has expanded significantly, with around 47% of Americans aged 12 and over reporting monthly listenership, reflecting a recovery from a slight decline in 2022.
Additionally, the podcast advertising market is projected to reach $4.02 billion by 2024, driven by the high purchasing power of listeners, with 46% indicating they have purchased products after hearing ads on podcasts.
Our conversation focuses on the advertising piece and how marketers can measure the success of their efforts.
Insights into Pixel-Based Attribution
Amelia emphasized the critical role of pixel-based attribution in podcast advertising. Unlike traditional methods such as promo codes or vanity URLs, pixel-based attribution offers real-time insights into user behavior. This advanced method allows marketers to track visitor traffic, impression rates, and conversion rates with precision. Such detailed metrics are vital for performance marketers and media buyers who need to optimize their campaigns in real time rather than waiting until the campaign ends to gauge success.
Podcast Advertising Types: Baked-In vs. Dynamic
Amelia clarified the two main categories of podcast advertisements during our conversation: dynamic ad insertion (DAI) and baked-in (episodic). Permanently inserted within the podcast episode, baked-in advertisements offer enduring exposure at the risk of becoming outdated. Conversely, DAI allows ads to be inserted dynamically, targeting specific audiences and adjusting to current promotional needs. This flexibility makes DAI a preferred choice for many advertisers, offering a more relevant and timely way to reach listeners.
The Impact of Podcast Advertising on YouTube
Amelia also highlighted the growing trend of podcasting on YouTube. Unlike traditional podcast platforms, ads in YouTube videos remain static unless the video is reuploaded. This permanence offers long-term exposure but limits flexibility. However, having a presence on YouTube can significantly enhance a podcast’s reach and engagement.
Initial Podcast Advertising
For small businesses considering podcast advertising, Amelia suggests starting with host-read ads rather than pre-produced ones. Host-read ads, delivered by the podcast host, tend to perform better as they resonate more with the audience. Additionally, she recommends exploring self-service platforms like Acast for easier entry into podcast advertising, which often comes with the added benefit of free attribution services.
Final Thoughts
Other forms of digital marketing frequently lack the special combination of reach, engagement, and comprehensive attribution that podcast advertising provides. It’s a channel full of potential, as Amelia pointed out, especially for companies trying to reach specialized audiences with real and engaging stories. With tools like Podscribe and strategic approaches, businesses can effectively harness the power of podcasts to drive meaningful results.
For more insights and detailed strategies, tune into the “Corner Your Market” podcast. Don’t hesitate to reach out for personalized advice at our website New Wine Digital. You can call us for any queries or services about website development and digital marketing.
Sources:
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https://www.grandviewresearch.com/industry-analysis/podcast-market
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https://podsqueeze.com/blog/2024-podcasting-trends/
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https://www.ftstrategies.com/en-gb/insights/what-the-podcast-boom-means-for-digital-revenue-in-a-post-pandemic-landscape/
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https://podcastpage.io/podcast-statistics/