Is Podcasting the Biggest "Ad Bargain"?
This week Tom debuts data from Sounds Profitable’s upcoming study during his keynote at Evolutions by Podcast Movement. Until then, he proposes questions podcasting should be asking itself.
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This week Tom debuts data from Sounds Profitable’s upcoming study during his keynote at Evolutions by Podcast Movement. Until then, he proposes questions podcasting should be asking itself.
Podcasting has long dealt with double standards when it comes to adtech problems that are part of larger systemic problems. The industry is in a position to establish a higher quality baseline than others who get away with murder.
The Sounds Profitable Research Series tackles the most important questions in Podcasting, from the industry’s foremost research authority
Sounds Profitable have brought together an amazing community of podcast professionals. The support, ideas and industry insights I find there have been a huge help in navigating the choppy waters of the past year and plan for the future - would recommend them to anyone!
Sounds Profitable's research + community of podcast insiders is the best alpha you'll find in the space. Full stop.
Sounds Profitable and Bryan Barletta have created valuable business opportunities for us, even when we don't specifically ask for it. They understand what we need and make the connections that have allowed us to take our business to the next level.
We sponsor Sounds Profitable because we’ve always learned from Bryan and Tom. But becoming sponsors has taken that learning to new levels of awesome. Our business has grown by leaps and bounds since our founding and it’s due in no small part to the community that Bryan and Tom are building day by day.
No one keeps up with--and helps make sense of--the complexity of digital audio better than Bryan, Tom and the rest of the team at Sounds Profitable. We’re proud to keep working together to ensure that everyone in this industry has a clear path to more listeners and revenue from their amazing shows.
What Bryan and Tom have done with Sounds Profitable has allowed the podcast industry to identify the tough hurdles ahead of us and work together to understand not just what the question is, but what it's going to be. They've developed a community that can take those questions and not only develop the answer but execute on it.
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For 2024, Sounds Profitable will once again lead the industry in producing research studies designed to help grow the podcasting space and increase monetization opportunities. The year kicks off very aggressively with what will be sure to be a widely-cited study, The Ad Bargain. The Ad Bargain is a broad, cross-platform survey of American consumers and their attitudes toward various ad-supported media channels. The title references the “deal” consumers make when they watch or listen to ad-supported media: a few minutes of their attention to brands, in exchange for free access to content they love. Podcasting has historically been the best “bargain” for consumers AND brands, with attention, willingness to consider, purchase behavior, and positive perceptions for companies that sponsor podcasts leading amongst other ad-supported media. This study will reflect the current state of the perception of ads in podcasts compared to CTV, social media, and other platforms.
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