Today in the Business of Podcasting
Triton Digital Announces YouTube Integration with Podcast Metrics
The new integration adds YouTube views of podcast episodes into the Triton Podcast Metrics dashboard, allowing publishers to keep track of both podcast downloads and YouTube performance.
Since 2015 Cumulus Media and Westwood One have commissioned studies from Advertiser Perceptions to examine agency and brand sentiment on podcast advertising. This yearās study surveyed 302 marketers and media agencies, finding advertisers and agency interest in podcasting has reached a nine-year high. 77% have discussed podcast advertising for potential media investment, 62% would consider advertising on podcasts in the next six months, and 58% currently advertise in podcasts.
PodPod Exclusive: Nearly 90% of comedy podcast listeners have a parasocial relationship with their hosts by Reem Makari
A new whitepaper from media company Global surveyed 926 monthly comedy podcast listenersĀ finds a majority of respondents have formed a parasocial relationship with their favorite comedy podcasts, with 87% of respondents saying they feel like theyāre chatting with or listening to friends. 72% of respondents are listening to six different comedy podcasts in one month, while 60% listen to two or three times a week and feel the need to keep up to date on those podcasts.
Stepping Into Barbieās Heels: Is a Branded Content Renaissance Coming by Sam Anderson
With the success of the Barbie movie, the topic of branded content is on the wind. The Drum assembles a panel of six marketing experts to give their predictions on what impact the success of Mattelās newest branded venture will have on the landscape of branded content. Unsurprisingly, the panel does not see the tide of branded content receding anytime soon. Given the continued success of branded podcasts, itās likely the branded content renaissance will reach the world of audio.
