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As podcasting comes of age, so does its buying and metrics
24 February 2021
As podcasting comes of age, so does its buying and metrics
Using customer data Podcasts, streaming & on demand Radio & audio planning & buying

Consumer interest in podcasts has rebounded after an early-COVID dip, and overall ad spend is expected to hit $1bn in the USA for 2020. Developments in buying and metrics will make it a better medium for advertisers. 

Why it matters

Like older platforms, podcasting gained consumer adoption before brands could catch up with it; new tools will close that divide.

Takeaways

  • The medium is poised for an analytics-driven overhaul, with platforms like Spotify and Apple developing programmatic inventory that will allow podcasts to be bought in aggregate.
  • Podcast advertising has relied on direct-response style metrics, but programmatic will make new...

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