Listeners accessed them on PCs then iPods and eventually smartphones smart speakers and other mobile devices. A few early advertisers took a flyer on the burgeoning sector. With podcasting ad sales totaling a mere US$45 million in 2013 compared with $40.2 billion for total radio revenues. The industry got a jolt in 2014, when Serial, an investigative journalism series, attracted unprecedented millions of listeners. In the years since, listenership and podcast production have risen exponentially. As is typically the case with new media segments, however, advertisers follow users’ attention slowly with their dollars. Serial was the moment at which that young media buyer, who was trying to French Email Address put a podcast ad on a plan but ran into resistance from her boss, suddenly got some receptivity,” says Erik Diehl, CEO of Stitchery, a podcast content, distribution, and advertising network owned by E.W. Scripps.
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“All of a sudden, ad agencies had people focused on podcasts. Numerous factors have contributed to the emergence of podcasts as an increasingly attractive medium for marketers deploying digital advertising. First, the audience has attained critical mass. The number of podcast listeners defined as those who have listened to at least one podcast in the past month surged to 78 million by the end of 2017, up from 23 million in 2013, according to the E&M Outlook. Simultaneously, the podcast universe has exploded to more than 500,000 shows, and the quality of the content and production values have gone up, as well. The self-reinforcing growth of audience and
gulf email list content has generated a corresponding rise in ad revenues, albeit on a time delay. There is always a significant lag between where audience attention flows and where ad dollars follow.
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Remember what happened in cable television,” says Hernan Lopez, founder and CEO of podcast producer Wonder, recalling the slow migration of first viewers and then marketers from broadcast television. “Better content attracted more viewers, which attracted more [advertising] revenue. Podcasting still has a long way to go if it is to have a similar impact on terrestrial radio. U.S. podcast advertising captured $314 million in revenue in 2017, a gain of 86 percent over $169 million in 2016, according to the most recent IAB/PwC Podcast Advertising Revenue Study, released in June by the Interactive Advertising Bureau (IAB). On a global basis, podcasting advertising revenues will total $650 million in 2018, compared with $45.2 billion total revenues for the global radio industry. Put another way, podcasting ad revenues are 1.4 percent of total radio revenues. And both industries are projected to grow in the coming years.
