The Podcast Opportunity: The first study of buyer perceptions of podcast advertising from Sounds Profitable. Podcasting is the fastest-growing advertising medium in the U.S., but many buyers have still not fully committed to this unique medium. Sounds Profitable, in partnership with Digiday and Signal Hill Insights, has uncovered the latest thinking from buyers in this new study, The Podcast Opportunity. Research requires a lot of hard work and support. We could not have done it without the support of the following sponsors:
This project combines qualitative interviews and quantitative survey results from over 300 buyers with brands and agencies to reveal how they perceive the current state of podcasts as an advertising vehicle, and the strengths and weaknesses of buying the medium. This report features a set of clear marching orders for the space for both education and evolution, and shines a light on what podcasting can do in the future to continue to earn its rightful share of advertising dollars. Among the findings:
- Podcasting’s “top of mind awareness” with agencies and brands
- The state of adtech, from measurement to brand safety
- How podcasting is perceived compared to streaming TV, Radio, and other advertising vehicles
- The role of programmatic – and what holds it back
- Strengths and weaknesses of podcast advertising
…and much more
