More than one-sixth (17%) of the US population listens to podcasts on a weekly basis, and it seems that weekly podcast listeners are tuning in more often than they used to.
Compared with other ad formats sold through automation, programmatic audio has been slow to catch on. A host of factors have held back programmatic audio, some associated with audience and spending patterns, but many tied to technical issues.
The total US podcast advertising market grew by 86% in 2017 to reach $313.9 million. Companies directly reporting podcast advertising revenues – which collectively represent less than 100% of the podcast ad market – said their ad revenues more than doubled year-over-year.
Research conducted in the US by PwC in February 2018 found that searching for information, playing music, sending messages and shopping were among the activities conducted by large percentages of voice assistant users.
Three in 10 said they would entertain ads via voice assistants if they were simply asked if they wanted to hear one before it played. In addition, 28% were open to ads if they got to choose the brands doing the advertising.
According to Bridge Ratings, US podcast ad spending will reach $167 million in 2016.
Google commands 32.9% of mobile ad revenue in the US, or nearly $10.02 billion.
Radio revenues fell by 3% year-over-year in Q2 as gains in digital (+9%) and off-air (+13%) were unable to offset a 5% decline in spot revenues.
When asked what personal data collection/advertising they would allow via connected car systems in exchange for incentives, respondents showed little interest in any of the options.
Facebook is the leading player and will rake in just over one in three mobile display dollars this year, after traffic acquisition costs (TAC).