Podcasting proceeds its rise in popularity, and marketers are taking note. A Nielsen Fanlinks survey last quarter showed which the number of self-identified “ avid” podcasting fans rose from 13 mil homes in 2016 to sixteen million in 2017 — the 23 percent increase. An Online Advertising Bureau (IAB) survey recording found that podcast revenues lead $314 million in 2017, a good 86 percent increase from 2016.
With a growing variety of households tuning in to podcasts upon all types of subjects in every imaginable style, there is ripe opportunity for marketers to interact a captive audience. But in the particular absence of third-party measurement verification as well as other challenges for the relatively young field, some marketers have stayed aside.
There are no target audience buying standards like GRPs, however in terms of figuring out how to recognize which types of podcasts a brand need to target, there are third-party sources they could tap into.
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