As many recent studies have indicated, podcast listening is on the rise. However, according to new research from Bridge Ratings President Dave Van Dyke, advertisers, even though they are spending more money on podcasts, want to see better measurement. “While some ad buyers today are investing budgets in the podcast space based on “unique downloads” or number of “subscribers”, most we interviewed for this study wanted to see more specifics related to listening behavior of podcast consumers.”
Van Dyke says return on investment remains a high-value metric for advertisers and number of downloads only presents part of the picture. “Mindshare or top of mind awareness of a brand for consumers is important especially for brands who seek an action on the part of the listener to go out and purchase the product or service advertised.”
Van Dyke says over the last five years advertising spend on podcasting has grown by approximately 25% with 2015 growth signaling an unusual year over year spike (+ 48%). Cost-per-thousand are tracking with increases as well. “Interestingly, while marketing spend has seen growth of 20+% over the last five years, listeners have grown by around 8% and listens have grown by 11%.”
Read more from Van Dyke’s latest blog HERE
