A beginner’s guide to messaging, media and measurement in podcast advertising

Covers the basics of advertising in podcasts, looking at considerations for messaging, media and measurement.

Definition

Podcasts are on-demand episodic audio programs that cater to a wide range of interests and audiences. Unlike radio, podcasts are not broadcast – but rather downloaded or streamed and listened to on a computer or mobile device.

Introduction: Podcasting by the numbers

It was the shot heard around the podcasting world, when, in mid-May 2020, Spotify announced it had signed a deal to exclusively distribute The Joe Rogan Experience podcast, which has 190 million monthly downloads. Perhaps the most telling data point surrounding the announcement, in terms of podcasting’s relevance as a channel, was its effect on...

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