Stephen Pickens on LinkedIn: Podcast audience is big … and under-counted (2024)

Podcast advertising delivers 4.9 times the return on investment (ROI), making it one of the most profitable media channels. Podcast advertising is also 34% more cost-effective in driving brand awareness compared to average media. Adding podcasts to a mix of TV and online video can increase a campaign’s short-term ROAS by up to 18%. This synergy between different media channels enhances the value of podcasting as a complement in broader media strategies, making it an essential tool for advertisers looking to optimize their ad campaigns.

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A clear majority of podcast consumers aged 18 – 34 have a side-hustle: 60%.Given that 18 – 34 year-olds constitute 41% of weekly podcast listeners, that adds up to 24M young podcast listeners with side-hustles.

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The Viall FilesWhat is life afterThe Bachelor? For Nick Viall, you become a reality-TV elder statesman with a podcast that mixes reality-show recaps, relationship advice, and blockbuster celebrity interviews. It’s whereRHOSLCbreakout Monica Garcia announced her pregnancy and whereVanderpumpvillain Tom Sandoval went to defend his image.

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In an industry first, Libsyn has successfully integrated with YouTube’s newly announced Podcast API features, as announced by YouTube at The Podcast Show in London. This integration allows podcast publishing to YouTube Music, enhancing Libsyn’s previous integration with YouTube. It provides Libsyn customers with exclusive access to several capabilities directly from their Libsyn account, including streamlined publishing of audio podcasts to YouTube Music, podcast playlist creation, and playlist artwork updates. Creators can now engage with their audience on this powerful discovery platform with more features than ever before.

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News podcasting remains a bright spot for publishers, attracting younger, well-educated audiences. Across a basket of 20 countries, just over a third (35%) access a podcast monthly. Many of the most popular podcasts are now filmed and distributed via video platforms such as YouTube and TikTok.

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Great insight on podcast performance and attribution.

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Libsyn Ads ranked the #2 Podcast Ad Network by Podtrac's May 2024 ranker 🔥

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Sixty percent of advertisers plan to increase their spendingon creator marketing this year, according to Advertiser Perceptions. When asked what their goals are for investing in creators and influencers, advertisers cite increasing product consideration (46%), driving sales (43%), purchase intent (39%) and finding new customers (36%). Creator marketing is seen as being trustworthy and authentic for advertisers that invest in it, especially among Gen Z. Additional findings include:· Mid-tier influencers with follower counts between 50,000-500,000 are a sweet spot for advertisers, while nano-influencers with less than 10,000 were the ones they’d least like to work with.· Lifestyle (26%), beauty/fashion (25%) and DIY (24%) are the top content categories for advertisers.· Social short-form videos (53%) are the best performing content formats, followed by mid-form videos (29%) and social text posts (25%).· Two-in-three paid creator/influencer campaigns have included shoppable links, up significantly from 2023. In 2024, four-in-ten advertisers are prioritizing creator partners who can provide shoppable features.· Almost three-quarters (72%) of advertisers think AI will help provide better matches between their brand and content creators.

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While podcasts dominate with younger audiences, we have access to over 100 million monthly impressions reaching 55+ podcast listeners programmatically. We've seen major success with telecommunication, travel, and shopping clients driving sales with programmatic campaigns. 📈

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