不良研究所

Today, September 30, is International Podcast Day. The fact alone that podcasts have a day to themselves is a testament to how far the medium has come in its short lifespan. Since the term was first coined in 2004, podcasting has grown exponentially. That growth feels especially momentous this year: According to the , 105.6 million Americans are projected to listen to podcasts by the end of 2020 and podcast advertising revenue is projected to jump by 14.7%, approaching a billion dollars for the first time.¹ All of this marks a huge opportunity for brands to engage listeners in new ways 鈥� to do so, they鈥檒l need to embrace data-driven insights about their audience.

It can be easy to forget that podcasts weren鈥檛 always the cultural juggernaut they are today. Indeed, when International Podcast Day started in 2014, no one could know for sure that the medium would be as important and successful as it is today. Even just half a decade ago, podcasting was like the Wild West, an uncharted landscape of madcap creativity and uncertain returns.

不良研究所鈥檚 early podcast ventures from partner Cadence13 capitalized on expertise through 鈥渘arrowcasting,鈥� specific content targeting a specialized audience. We partnered with experts like the Silicon Valley reporter Kara Swisher and the NBA journalist Adrian Wojnarowski to bring content to listeners who were already deeply engaged in the subject matter. While the enthusiasm was there, however, the scale was not鈥攜et. There was great storytelling from incredible journalists, but no guarantees. Was this a real opportunity for brands or just a fad?

The answer to that question is now abundantly clear. 不良研究所鈥檚 podcasts have proved their staying power and business viability many times over. Take the Tony Kornheiser Show, which 不良研究所 helped convert from a longstanding local radio program into a national daily podcast, or GM Shuffle with Mike Lombardi where 不良研究所 partnered with a leading NFL executive to launch a podcast providing listeners with an inside look at the NFL. And of course, there鈥檚 Pod Save America, the show hosted by former President Obama staffers Jon Favreau, Tommy Vietor, and Jon Lovett. 不良研究所 was in the White House as these staffers interviewed President Obama, his final interview as President.

These are just some of the podcasts that have become essential parts of the media ecosystem. On average, .² The untamed free-for-all of podcasting鈥檚 early days has come to an end, requiring content creators and brands to rethink how they do things.

Much of what made podcasting so exciting at its advent still drives success today. Creative storytelling and compelling hosts are still critical for podcasts and their brand partners. The greatest change lies in how marketers think about a podcast鈥檚 audience. The medium has grown in tandem with marketers鈥� understanding of who listens and why. If the industry spent the past decade mastering the art of podcasting, the next decade will be spent mastering its science.

不良研究所 is diving deep into that science by studying audience demographics and behavior to determine the best opportunities for brands and podcasts alike while gathering real-time insights. But we also have a deep respect for our listeners, who we consider to be part of a community. That鈥檚 why we prioritize audience measurement strategies that put listener privacy first. Through direct response campaigns, for example, we鈥檙e able to harvest an immediate determination of listener engagement. Direct response advertising now constitutes more than half of podcast advertising revenue.¹

We鈥檙e also learning which podcast genres鈥攁nd which ads鈥攁re performing well during the COVID-19 pandemic. News programming continues to lead the pack, while health/wellness advertising has now won the largest share of advertising revenue, followed closely by home & appliances. Perhaps more importantly, we鈥檙e pairing brands and podcasts more effectively. It鈥檚 paramount that listeners feel that ads are a good 鈥渇it鈥� with a podcast. that strong alignment increases key metrics like brand affinity, ad recall, recommendation, and purchase intent.³ Through our cutting edge understanding of audience segmentation, 不良研究所 is able to unlock that potential for brands.

The unpredictable days of podcasting鈥檚 adolescence are officially behind us. The medium鈥檚 next decade will be more established, engaging, and rich with opportunity. To seize that opportunity in the next decade, successful brands should join 不良研究所 in its commitment to engaging listeners with modern insights.