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Brand Advertisers Now Represent the Majority of Podcast Ad Spend

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The IAB just released its eighth annual podcast revenue report in partnership with PwC. Brand spending is way up and now represents 61% of all podcast spend, surpassing direct response (39%). This is a historic first.

Podcast advertising revenue was born thanks to direct response advertising. In 2016 and 2017, direct response represented the vast majority of podcast advertising. From 2018 to 2021, the proportion of podcast ad spend was equally split between brand and direct response.

In 2022, brand spending slightly outpaced direct response 53% to 46%. Now in 2023, brand investment surpasses direct response 61% to 39%. The emergence of brand building as the majority of podcast spend is the big “head snapper” from IAB’s 2023 podcast revenue study.

The emergence of brand marketers as the largest podcast revenue segment requires an evolution in targeting, creative, brand safety, and measurement. Read More

Article originally written by Pierre Bouvard and published on Westwood One

Community Hot Take

Can you believe that it’s now almost four years since we were all locked inside of our homes, eyeing the outside world suspiciously through our windows, whilst trying to manage our workday between playing IT manager/teacher for our kids?

Yes, as weird as it may seem, 2023 is almost over, with 2024 now just weeks away. And aside from preparing for the holiday rush, we also need to start planning for the year ahead, and how the next 12 months will change our approach to digital marketing, based on the next wave of innovations and updates that’ll continue to reshape the how we all interact.

Want to get ahead of the next wave, and ensure that you sound smart to your friends and colleagues when discussing the next big shifts? Read More

Article originally written by Andrew Hutchinson and published on Social Media Today

ARM recently completed a 14 month study of how podcast ads perform based on the number of ads in a commercial break. The analysis looked at over $80 million in ad spend and compared performance among different buckets of ad counts in a commercial break. 

  • Our study found that podcast ads performed best when there were only 2 ads in a commercial break 

    • Ad breaks with 2 ads performed 12% better than those with 3 & 4 ads.

    • There was no significant difference in performance in ad breaks with 3 ads and 4 ads.

  • Once ad breaks got to 5 ads, performance started to drop off significantly

    • Ad breaks with 5 ads performed 30% worse than those with 3 & 4 ads and 46% worse than breaks with 2 ads.

  • The average CPA for ads in a 6 ad break was over 2x as high as ads in 2 ad breaks Read More

Tune in to Episode 4 of the Director Studio Podcast where Cinemaker Studio’s dynamic duo, Marc Angelo and Kyler, delve into the mind of content creation wizard, Alex Hormozi. Uncover his strategic approach that skyrocketed him to a million followers in just six months! This is your chance to learn the secrets of creating compelling content that resonates with your audience. Watch Now

Get Tickets for Your City!

The following rates, which are denoted as cost per thousand or CPM, are published monthly by Libsyn’s AdvertiseCast, the industry’s premier podcast advertising marketplace that connects advertisers with podcasters. The Company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle. The data is derived from actual sales data across AdvertiseCast’s network of thousands of shows.

For October 2023, the average CPM rate was $22.40 for a 60-second ad spot. That figure is slightly down compared to last month (September 2023 avg. CPM rate: $22.89) and has decreased year-over-year (October 2022 avg. CPM rate: $23.94).

The three highest CPM categories in October based on delivered advertising were:

  • Arts: $28

  • Technology: $25

  • Education: $25

Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include News, Sports, and TV & Film, which averaged around the low 20s in October. Read More

Podcast Career Opportunities

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We'll interview leading experts, wellness practitioners, and thought leaders, all with the goal of empowering you to become the best version of yourself. Through captivating conversations and inspiring stories, we'll uncover the mind-body connection and learn how our thoughts, emotions, and beliefs impact our physical well-being.

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On November 1, on the epic 300th episode of FBI Retired Case File Review, Jerri celebrated with an exclusive interview with current FBI Director Christopher Wray. The director has never before been a guest on a podcast, other than those produced as part of a major news network. Jerri spoke to him for 43 minutes and they discussed the challenges facing the FBI today. 

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