The Podcasting Ad Opportunity Is Increasing — And So Are Its Growing Pains

Big audience: 26% of Americans listen to podcasts on a monthly basis.

Flashback: IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry

Podcasting advertising revenue (% change):
1) 2015: $69M
2) 2016: $119M (↑ 72%)
3) 2017: $220M (↑ 85%)


More #1: Nielsen survey of 7,000 podcast listeners shows ads are effective, drive purchase intent lift

Key numbers from Nielsen study:
1) 57% of podcast ads outperform video ads with intent to purchase
2) 70% of survey respondents said that podcast ads increased brand awareness


More #2: iHeartMedia Develops Digital-Like Analytics Suite For Broadcast Radio

E.W. Scripps Buys Katz Networks in $302M Deal

This deal adds to recent acquisitions by E.W. Scripps including:
1) Midroll — Podcasting (2015)
2) Stitcher — Podcasting (2016)
3) Newsy — OTT Network (2013)

Quote from Adam Symson — COO (and future CEO) @ E.W. Scripps.
“We are equally enthusiastic for pay television or cable, digital and over-the-air television,” he said. “We’ve gone from a period of time when consumers watched television on distinct platforms… to consumers being ambivalent in how they get to the screen. What they want is a more unified experience.”

How America Listens: The American Audio Landscape

Weekly U.S. reach by platform:
1)
Radio — 93%
2) TV — 88%
3) Smartphone — 83%


Flashback: On-demand streaming now accounts for the majority of audio consumption, says Nielsen

The streaming share of audio consumption by year:
1) 2015–22%
2) 2016–38%
3) 2017–54%

More: Phew, we’ve apparently solved 97% of the podcast measurement problem — everybody relax

The Veni, Vidi, Vici of Voice

Explosive growth: More people listen to podcasts on a monthly basis (70M+) than use Twitter.

Ad revenue likely surpassed $220M in 2017.

Some podcasts are commanding $30/CPMs for audio ads which are higher than the average for digital video.

Flashback: IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry

Podcasting advertising revenue (% change):
1) 2015: $69M
2) 2016: $119M (↑ 72%)
3) 2017: $220M (↑ 85%)


More: Alexa, Say What?! Voice-Enabled Speaker Usage to Grow Nearly 130% This Year

36M Americans will use a voice-enabled speaker this year!

Top platforms by market share:
1) Amazon Echo — 70.6%
2) Google Home — 23.8%
3) Other — 5.6%


1/5 of the American population use a voice-enabled digital assistant at least once per month.