Radio Ink: Why are advertisers turning to podcasts?
The podcasting numbers reported last week have created quite a media frenzy and major outlets are continuing to give their perspective on the industry growth. Radio Ink published an article with an interview with Ad Results Media CEO, Marshall Williams where they discussed the numbers and also why advertisers are validating the exploding medium. Ad Results Medium is best known as an advertising agency and they represent high profile clients like Blue Apron, Ziprecruiter, and Harrys. If you listen to even just a few podcasts, you have likely heard of at least one, if not all 3 of those companies. To say that Williams and Ad Results Media are bullish on podcast advertising would be the understatement of the century. Here is a glimpse into the Q & A from the article.
Radio Ink: What are you seeing in terms of podcasting growth?
Marshall Williams: In the Podcast Consumer 2018 Report by Edison Research and Triton Digital, they reported that monthly podcast listening jumped roughly 8% from 2017. We expect that trend to continue if not grow based on positive trends in podcast discoverability and content production.
Radio Ink: What categories are performing the best for advertisers?
Marshall Williams: Every quarter Ad Results Media takes a cohort of our 10 largest clients and evaluates the top 30 influencers across national and local terrestrial radio, satellite radio, and podcasts. We like to use just the top 30 performers because they represent 40%+ of all sales. While there is a very deep tail on both podcasts and local terrestrial, we believe these trends still give a good general idea of where/how the market is moving. In our latest assessment, the show formats of Comedy and Sports continued to be at the top.
Radio Ink: What are your thoughts on the projected podcasting revenue growth?
Marshall Williams: The latest Podcast Revenue Study projects podcast advertising revenue to grow to $659M in 2020. We believe there is upside in this figure based on recent annual growth trends.
Radio Ink: Are major advertisers jumping in? Can you name a few for us?
Marshall Williams: Yes. Major brands like Delta, Progressive, Gillette, Burger King, and Budweiser have been jumping in because we believe listenership is reaching a critical mass. It’s a great way to reach very valuable audiences and it’s a great way to align content and respected ambassadors with their brand.
Radio Ink: How do advertisers really know a) their commercials are being heard and b) they are getting results?
Marshall Williams: Historically, a majority of the advertisers have been direct-to-consumer focused and have implemented savvy measuring tactics to make sure this channel is delivering relative to their economics goal. The reason we see the continued scale in the advertising space is because it’s working from a cost-per-customer-acquisition perspective.
Radio Ink: What will this space look for in five years?
Marshall Williams: We believe it will be a multi-billion dollar advertising marketplace and a preferred way for people to digest content.