In this episode on the Attribution Marketing Channel, we explore the explosive growth of podcasts, how to advertise on podcasts, how to measure the performance of advertising on podcasts, and how to get the most out of your podcast content.
During the pandemic, podcasts absolutely exploded in popularity, and advertisers took notice. According to the IAB, upwards of $2 billion will be spent on podcast advertising by 2023, and double that in 2024.
As like other new marketing channels or even new technologies, the ability to track them accurately typically falls behind the innovation pace of releasing the product itself. That’s just a fancy way of saying that it takes MarTech a little bit of time to catch up with the new ad tech.
We’re going to break down how podcasting works, how advertisers get their advertising into those podcasts, and how marketers can measure their podcast advertising to see if they are really working for their brand or business.