Is the future of podcasting in the advertising business? – Is the Future of Podcasting in the Ad Business?

Published on: May 2, 2019 / Update from: May 2, 2019 - Author: Konrad Wolfenstein

Podcast advertising revenue in the US will rise in the coming years, supported only by ad tracking, according to recent analysis from the Interactive Advertising Bureau and PwC.

The biggest gap in podcast advertising right now is the lack of standardized ad tracking metrics. Buyers look for the same granular metrics, such as impressions, that are common in other digital purchases when exploring podcasting as an option for a campaign.

As metrics develop in the advertising landscape, advertisers can begin to test whether listeners are actually listening to their ads using standardized data-driven checks. Apple kicked off greater transparency about how people consume podcasts in 2017 by opening Analytics for podcast publishers. Some notable developments in this area continued in December 2018 when NPR released the Remote Audio Data (RAD) system and the IAB developed a podcast measurement certificate program.

Despite the progress the podcast advertising market still has to make, ad revenue from podcasts in the U.S. alone is expected to increase by nearly 30 percent this year. This year-on-year growth is part of an overall upward trend, with IAB and PwC expecting ad revenue from podcasting to increase by 290 percent between 2016 and 2020.

Podcast advertising revenue in the US is set to grow in the coming years and will only be helped by ad-tracking, according to the most recent analysis from the Interactive Advertising Bureau and PwC.

The current major gap in advertising on podcasts is the lack of standardized ad-tracking metrics. Buyers are looking for those same granular metrics, like impressions, that are commonplace in other digital buys when exploring podcasting as an option for a campaign.

With the development of metrics in the advertising landscape, advertisers can begin to use standardized data-driven checks to see whether listeners are in fact listening to their ads. Apple kicked off the push for more transparency on how people consume podcasts in 2017 when it opened analytics to podcast publishers. Some notable developments in this field were continued in December 2018, when NPR released the Remote Audio Data (RAD) system and IAB created a podcast measurement certificate program.

Despite the progress that the podcasting-ad market still must make, advertising revenue from podcasts is projected to grow by almost 30 percent in the US this year alone. That year-over-year growth is part of a general upward trend, with IAB and PwC estimating that between 2016 and 2020 ad revenue from podcasting is forecast to increase by 290 percent.

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