Marketers raise podcast volume to eleven

Michael J. McDermott

According to an IAB study, podcast advertising increased year-on-year growth by 48% in 2019 and there is growing evidence that podcasting will become a permanent fixture in the marketing toolkit in the future.

With podcast advertising racking up 48 percent year-over-year growth in 2019, according to an IAB study, the medium's 14.7 percent projected growth in 2020 might seem anemic. But that slowed growth is merely a pandemic-induced blip on the radar. The longer-term outlook remains stellar, with spending projected to rebound almost 45 percent, to more than $1 billion in 2021, according to eMarketer, and marketers and media companies are making big bets on the format's staying power.

The podcast market has been percolating quite nicely, as major media companies gobble up the content and look for scale. The New York Times...

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