It’s time to consider podcasts

podcastsAs we’ve discussed before, digital audio advertising is an important and growing channel, one that continues to mature both from a content, inventory, reach, and technological standpoint. We’ve talked about streaming radio, but another interesting digital audio format that’s gained a lot of steam in recent years is podcasts.

In case you’re not familiar with them, podcasts are pre-recorded audio shows that are published episodically to a platform where users can either download or stream on demand. Shows cover nearly every topic or interest you can imagine—from news to comedy, from science to fiction, from sports to old-school radio dramas. Apple, ostensibly one of the largest podcast hosts, hit 50 billion all-time episodes downloads in early 2018. Consider that only five years ago, they only had seven billion downloads. Most recent stats indicate that there are “more than 500,000 active podcasts” in over 100 different languages!

As you might imagine, with content growth also comes ad revenue growth. The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) predict that ad revenues in the U.S. will swell 110 percent to $659 million by 2020. That’s certainly nothing to sneeze at.

That said, measurement of podcast advertising is tricky. While it’s certainly possible for podcast creators and publishers to provide download data, it’s very difficult to count impressions or reach. For example, a user might download a podcast but never listen to it. Or, if an ad is placed towards the end of a program, it’s possible users might not hear it if they don’t listen to it all the way through.

Add to that the challenge of the two ad formats for podcasts—dynamic and embedded. Dynamic means an ad is dynamically inserted into pre-roll, mid-roll, and post-roll inventory slots. Embedded means an ad is packaged with the original recording, meaning it is permanent and can’t change. Both formats certainly have their advantages, and yet, both are still very difficult to track.

To help nurture this growing channel, the IAB recently introduced a podcast measurement compliance certification program, which will certify publishers’ metrics around downloads, listeners and ad delivery. It’s certainly a step in the right direction, ideally it’s a base upon which further measurement practices can flourish.

If you’re interested in exploring the world of podcast advertising, or you just want to see how to make your ad buys more efficient, contact us. We’re happy to help you determine what the best channels are to reach your customers.


What they're saying

I had the pleasure of working with Capital Media in a previous job, so when I was ready to run a brand campaign in my new company, I only wanted to work with Alan Reisberg and his stellar team. Not only does...Read more

Rebecca Chanin, Marketing Director, JK Moving Services

It is so refreshing to work with an advertising agency that sees the value in breakthrough visibility, out of the box originality, and fully integrated marketing solutions. At a time when our industry is...Read more

Dahn Burke, Digital Sales Manager, W*USA-TV | Gannett | CBS |

The Jiffy Lube Washington Area Co-op has worked with Capital Media for over 20 years and for good reason. Their media buying strategies, negotiation skills, and exacting attention to detail on follow-up to...Read more

Dale Smith, President, Jiffy Lube Washington Area Co-op

Capital Media played an important role in the effectiveness of our Gulf Coast Spay/Neuter Project, a marketing campaign to reduce pet homelessness in Mississippi and Louisiana. Their expertise coupled with...Read more

Cory Smith, Senior Director of Pets for Life, The Humane Society of the US

For over six years, Alan Reisberg and the team at Capital Media have played an integral role in the success of our B2B and B2G advertising initiatives. As a small business in a very competitive marketplace, we...Read more

Juli Zeffert, Director of Marketing and Communications, Iron Bow Technologies

Over the past 20+ years in my dealings with Capital Media I have found them to define professionalism. Our group members are from a diverse professional background, with large variations in advertising...Read more

Carl Merewitz, Steering Committee Member, Washington DC Area AAMCO Dealers

Capital Media has been doing business with Comcast Spotlight in Baltimore for quite a few years and we value them as friends as well as business partners. I have always appreciated and respected the ability of...Read more

Jim Dolan, Regional Sales Manager, Comcast Spotlight, Baltimore

Cap Media, best f**ken g-d damn media buyers in the most important city in the world! If you’d prefer, I can slap together a more boring testimonial from the brain – rather than from the heart.

Dana Siller, Director of Corporate Marketing, Jerry’s Subs & Pizza

I have used Capital Media for the entire 22 years I have been at the helm of Maryland International Raceway. They have their hand on the pulse of the media in the Washington market and I know my events receive...Read more

Royce L. Miller, President, Maryland International Raceway

Capital Media has been a valued partner of ABC 7/WJLA-TV’s for many years. Capital Media has earned a solid reputation as a media savvy, client-centered agency, focused on results. They approach their...Read more

Tim Dotson, Sales Manager, WJLA-TV

Our experience with Capital Media has been outstanding. It transcends a typical vendor relationship – being more of a partnership. Alan is genuinely vested in the performance of our business as is evidenced...Read more

Steve Freishtat, President, Next Day Blinds Corporation

I couldn’t imagine doing my job without Capital Media. They are true partners providing guidance and advice every step of the way. I trust them completely and couldn’t imagine implementing our marketing...Read more

Rich Handloff, Director of Consumer Marketing, The Washington Post

Alan’s experience comes through in every discussion, yet he delivers strategies like a trusted family doctor, rather than a slick agency guy. He’s flexible, professional and always working to get more for...Read more

Brad Buyce, EVP, Coyne