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 the success of your podcast advertising.
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.
Sources:
https://www.grandviewresearch.com/industry-analysis/podcast-market
https://podsqueeze.com/blog/2024-podcasting-trends/
https://www.ftstrategies.com/en-gb/insights/what-the-podcast-boom-means-for-digital-revenue-in-a-post-pandemic-landscape/
https://podcastpage.io/podcast-statistics/