Digital audio is quickly becoming one of the most growing forms of media -- in early 2021, about 68% of Americans aged 12 and older said they listened to online audio in the previous month, up 47% from the same in 2014. These, many beleive, represent the illustrious "cord-cutter" demongrahic -- consumers who mobile-first, don't have cable television, and in this instance, listen to podcasts.
Marketers' aren't just noticing this trend now as some companies have been early entries in eh space. SimpliSafe -- a do-it-yourself home security system -- has been advertising wiht podcats for almost a decade.
Though the total population of digital-audio listeners is quickly on the rise, so too is the vast landscape of programmers, leaving marketers with a tough choice -- pay an inflated price for a spot on a top-charting podcast, or, take a risk on a lesser-known program and hope to have some early exclusivity.
Measuring digital-audio advertising is incredibly challeneging. Depending on the platform, advertisers are about to get varying metrics on listernship, but it is difficult to then track that consumer through the lifecyle and hopefully through to a conversion.
That being said, I feel as though these relatively days of digitial advertising should be treated like any other channel -- test in to it... then test again... then test again. Some smaller companies (e..g, Sheets and Giggles Inc.) prefer to go all-in on podcasts, but I would suggest leveraging it alongside other traiditional channels to round out an effective marketing strategy.
https://www.wsj.com/articles/streaming-audio-climbs-the-charts-with-marketers-but-some-want-more-certainty-11648227771?st=hoa9buckq649ugp&reflink=desktopwebshare_permalink
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