Audio Archives - Integral Ad Science

What is Podcast Advertising?

IAS Team — Mon, 20 May 2024 10:00:00 +0000

If you’re reading this, you’re probably looking to expand your advertising strategy through podcasts, but you still have one critical question: what is podcast advertising?

Podcast advertising lets you speak to potential customers through digital audio ads within podcast episodes. But in a world where we primarily associate advertising with visuals, you may be wondering how this ad strategy works and how you can take advantage of it to grow your brand.

Let’s dive into the world of podcast advertising.

Does anyone listen to podcast ads?

“Does anyone have any good podcast recommendations?”

Chances are you’ve heard this phrase within the past year, and maybe even more recently than that. That’s probably because podcast listenership has hit an all-time high, with nearly 100 million Americans tuning in every week.

On top of that, U.S. podcast advertising revenue is expected to top $2.5 billion in 2024, up 2,070% since 2015, and more than doubling podcast ad revenue from 2021 ($1 billion).

The benefits of podcast advertising

Podcasts are an incredibly popular source of entertainment. Whether you’re a true crime fanatic, a pop culture buff, or a marketer wanting to learn more about stopping ad fraud, there’s a podcast for just about anything.

With that, there are multiple benefits to launching a podcast advertising campaign:

Incremental Reach: Podcast advertising allows you to replenish the top of your marketing funnel with new customers. Podcast listeners are primarily a younger audience, so you can market to them and advertise on radio or traditional TV to avoid targeting a duplicative audience.
Improved Overall Marketing Performance: Adding podcast advertising to your campaigns can improve performance across the board. The Guardian found that the compounding effects of podcast ads as part of a media mix helped 34% of listeners learn something new about a brand.
Increased Brand Trust: A study conducted by Acast and Nielsen found that 63% of respondents trust the podcast host to whom they’re listening. An additional 80% said they trusted the host’s recommendations.
Increased Audience Reach: Podcast ads let you reach audiences beyond traditional TV, social media, and display campaigns. For example, a podcast ad campaign opens up your reach to millions of people listening to podcasts on their morning and evening commutes to work.

How do ads work in podcasts?

Like most advertising strategies, there isn’t a one-size-fits-all approach to podcast advertising. Brands can choose from these three common formats when it comes to delivering their ads via podcast:

1. Host-read sponsorships

Other names for this format include host-read ads, sponsor ads—or more commonly today—sponsorships.

These are longer, editorialized commercial messages the podcaster delivers themselves. The idea behind these ads is that the influencer delivers a creative and authentic message to their audience promoting the brand sponsoring the podcast episode.

With the right timing, a podcast host can segue into these live reads naturally from a topic, and the audience may be more likely to engage with the product or service. A typical host-read ad can range from 60 seconds to a couple of minutes.

2. Pre-recorded ads

Also known as announcer-read ads, pre-produced ads, or just audio ads, pre-recorded ads are created by the advertiser and given to the podcast host to play during an ad break.

Most pre-recorded audio ads run anywhere from 15-30 seconds, and are dynamically inserted into podcast shows by targeting campaign dates, geographic location, podcast categories, and audience demographics. This targeting is set up before launching a campaign to narrow down which listeners should hear your ad and which shouldn’t.

3. Branded content

Though not as common as sponsorships and audio ads, branded content integrates a promotional message into the editorial content of the podcast.

This can be in the form of a branded segment or episode, and can even encompass an entire series. For this format to succeed, the branded content and podcast advertising the brand must align in their messaging to feel organic and resonate with the audience in a non-intrusive manner.

Where is the best place to insert podcast ads?

Different ad spots dictate when your audience will hear your ads during the podcast. Like podcast ad formats, there are three types of ad spaces:

Pre-roll ads are placed at the beginning of the podcast episode. Pre-roll ads are considered effective because most people will just let them play since they are leading into the episode.
Mid-roll ads are placed in the middle of an episode that is 10 minutes or longer. Most consumers will be engaged in other activities by this point, making it highly likely that they will let the ad play. As a result, this is the most lucrative place for audio ads.
Post-roll ads play at the end of an episode. While there is a chance listeners will just let the ad play while they wait for the next episode, there is also a chance they turn off the podcast before they can hear the ad.

Dynamic vs. baked-in ads

How do ads work in podcasts that are no longer relevant? And what if I want my ads to reach different audiences?

Along with choosing from the three types of formats and ad placements, there are also two different ways to fill an ad slot: ads can be “baked-in” or inserted dynamically.

Baked-in ads are added to the podcast audio file, making it a permanent ad placement. All listeners will hear the same ad, and it will remain in the episode as long as it is up, meaning individuals who go back to listen to an older episode will still hear your ad.

Dynamic ads are inserted into chosen ad spots (pre-, mid-, or post-roll) and can be targeted to a desired audience at any chosen time. Podcasters can also keep their advertising up-to-date, allowing them to monetize older podcasts with new ads.

The world is listening. The question is: are they listening to you, or your competitors?

Make your brand heard with IAS

Let IAS help ensure your audio ad spend is heard, measurable, and transparent with industry-leading media quality measurement for digital audio — including podcasts.

When you measure your podcast ads with IAS, you can:

Validate your campaigns using trusted third-party reporting and analysis for audio campaigns compliant to MRC standards
Access actionable insights such as audible rate, audible impressions, invalid traffic rate, and more
Receive a holistic view of performance with support across formats, globally

Ready to drive superior results in podcasting? Contact us today and let’s protect your brand and ensure your audio ads resonate with real people.

The post What is Podcast Advertising? appeared first on Integral Ad Science.

Industry-Leading Media Quality for TuneIn

IAS Team — Wed, 08 May 2024 12:00:00 +0000

IAS Audibility and Invalid Traffic measurement is now available for TuneIn

Marketers are concerned about fraud in digital audio — and it makes sense why. With an opportunity to reach nearly three-quarters of U.S. internet users, it’s crucial for marketers to know their ad spend is reaching real people.

That’s why IAS is bringing its industry-leading media quality measurement to TuneIn. Starting today, marketers can have further confidence that their audio ads on TuneIn are driving engagement with real users.

With IAS Audibility and Invalid Traffic measurement on TuneIn, marketers can:

Validate campaigns using trusted third-party reporting and analysis for audio campaigns, compliant to MRC standards
Access actionable insights like audible rate, audible impressions, invalid traffic rate, and more
See a holistic view of performance with support across in-app and web browser streaming campaigns for the audio ad format

Drive engagement on TuneIn with the industry’s most actionable data. Download the one sheet now and reach out to an IAS representative to get started.

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RESEARCH: The 2024 Industry Pulse

IAS Team — Mon, 18 Dec 2023 13:00:00 +0000

Media experts weigh in on advertising opportunities in 2024

As the industry reflects on the past year, IAS conducted our annual deep dive into the trends and technology that will shape the future: The Industry Pulse.

In 2024, industry experts will follow consumer behavior. Marketers plan to invest in well-established environments with high potential for innovation, like social media and digital video. Responsible media practices are also on the rise, with media experts increasingly prioritizing placing ads alongside media that promotes trustworthy journalism and ethically responsible content.

Shifts in advertising priorities can bring unexpected media quality challenges. So how are top industry experts planning for success in 2024?

Here’s a sneak peek at what we found:

Social media: The number one channel media experts plan to prioritize in 2024

Digital video & CTV: 84% of media experts say machine learning that can classify multimedia content will be important to ensuring brand safety in digital video ads

Responsible media: 74% of media experts say they will prioritize responsible media investment when buying or selling digital ads over the next 12 months

Top industry experts are investing in advertising opportunities that will drive superior results next year. Download the 2024 Industry Pulse to find out how.

The post RESEARCH: The 2024 Industry Pulse appeared first on Integral Ad Science.

RESEARCH: The Sound of Suitability

IAS Team — Tue, 03 Oct 2023 11:59:00 +0000

How consumers perceive and interact with brand suitable ads on digital audio platforms

Digital audio advertising is growing at the speed of sound. Marketers are investing in digital audio — in fact, ad spend in the space is expected to surpass $7.5 billion in 2024, putting it on track to be one of the fastest growing channels for media investment.

But as audio advertising grows, so will threats to your brand. And it’s critical for marketers to understand how these emerging threats to media quality impact consumers’ engagement with and perception of brands that advertise on digital audio platforms.

In our latest research, Integral Ad Science surveyed consumers to uncover how they think about brand suitability and risk for different types of digital audio content, including both music and podcasts. Plus, we explored how ad adjacency to risky content impacts brand favorability and purchase intent.

Here's a quick look at what we found:

81% of U.S. internet users listened to a digital audio platform in the last 12 months
51% of digital audio listeners say it’s important that ads are relevant to the surrounding digital audio content
25% of digital audio listeners say they would avoid purchasing from a brand that advertises near unsuitable audio content

As digital audio grows, don’t let your brand get caught in the noise. Invest in digital audio that keeps your brand safe and drives results. Download the research to find out more.

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The 2023 Industry Pulse

Sachin Murme — Fri, 16 Dec 2022 11:01:00 +0000

Media experts predict more advertising opportunities in 2023

As the industry reflects on the past year, IAS conducted our annual deep dive into the trends and technology that will shape the future: The Industry Pulse.

In 2023, industry experts are anticipating even greater advertising opportunities on channels like digital audio, CTV, and mobile. But 2023 will also be the year that ads enter a new dimension — 3D ads, gaming, and the rise of the Metaverse are on marketers’ minds as they look to the future.

More advertising avenues bring more media quality challenges. So how are top industry experts planning for success in 2023?

Here’s a preview of what we found:

Audio: 70% of media experts believe audio listeners will continue to shift from terrestrial radio to digital alternatives
CTV & video: 74% of media experts say ad fraud will be a greater concern as the volume of digital video ad inventory grows
Contextual targeting: The number one media quality priority that industry experts will prioritize in 2023

Innovate, excel, and disrupt in the coming year. Download the 2023 Industry Pulse to start building better outcomes now.

The post The 2023 Industry Pulse appeared first on Integral Ad Science.

Top takeaways from Advertising Week New York

Sachin Murme — Wed, 26 Oct 2022 21:12:11 +0000

At this year’s Advertising Week New York, marketers from across the industry gathered to discuss the latest advertising trends and hear perspectives from some of the industry’s top thought leaders. IAS and Publica had a lot to share at AWNY — check out the top takeaways from our sessions below.

Cracking the Code: Building Trust and Transparency in Social Live Feeds

With IAS, Publicis, and TikTok

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IAS’s CEO, Lisa Utzschneider, spoke with Shelby Saville and Jorge Ruiz about the explosive growth of user-generated content on social media and how brands can break through the noise. Touching on subjects like brand safety and suitability, the panelists stressed the importance of media quality as the key to increasing brand trust on quickly evolving social feeds.

Amplifying Quality Audio Opportunities

With IAS, Spotify, MAGNA Global, and Johnson & Johnson

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Yannis Dosios, Chief Commercial Officer at IAS, led the conversation with David Byrne, Sara Tehrani, and Mark Proulx. The panelists discussed the podcasting boom and shared insights into their partnership on a brand safety solution for podcast advertisers. This session dove into the importance of third-party verification for audio advertisers, stressing why media quality is critical in ensuring audio ads are heard at scale and fraud-free.

CTV: Where Are We on the Programmatic Journey?

With Publica and DIRECTV Advertising

Alysha Dino, Publisher Development Director at Publica, spoke with Matthew Jamison in a fireside chat about the growing CTV streaming ecosystem. Alysha and Matthew discussed how programmatic optimizes the buying and selling process for advertisers and the essential role that programmatic technology will play in the future of CTV advertising. Learn more about this session here.

Progress Over Perfection: The Industry’s Journey Towards a Safer Future

With IAS, MAGNA Global, IAB, GARM, and Business Insider

Lisa Kopp Johnson, IAS’s SVP of Global Agency Development and Brand Partnerships, spoke with Elijah Harris, Sheryl Goldstein, Rob Rakowitz, and Lindsay Rittenhouse on the steps advertisers can take to build a safer future across the entire digital landscape. The panelists spoke about why it’s critical for advertisers to support quality journalism to benefit both brands and consumers. Learn more about this panel here.

We hope to see you at AWNY next year!

Interested in discovering what else is new at IAS? Click here for our latest research, product announcements, news, and more.

The post Top takeaways from Advertising Week New York appeared first on Integral Ad Science.

Introducing Industry-Leading Media Quality for Pandora

Sachin Murme — Mon, 11 Jul 2022 13:00:00 +0000

Access greater transparency on the impact of your audio campaigns

The way consumers listen to audio is evolving. They’re flocking to digital audio streaming services — and industry experts have taken note, with 78% agreeing that ad-supported audio streaming will continue to grow in popularity among consumers.

But what about the quality of audio ads? Industry experts have considered this too, with 81% saying third-party verification will be crucial to ensure digital audio ad quality as the format becomes even more in-demand among consumers.

That’s why IAS is expanding our media quality solutions to digital audio, bringing industry-leading ad verification and measurement to Pandora. Through this new solution for audio, IAS will now be able to measure audibility (audio ad measurement) and invalid traffic (IVT) on your Pandora ad placements.

IAS ensures that your audio ad spend is heard. Download the one sheet now to learn how IAS’s technology can help you maximize your Pandora ads.

The post Introducing Industry-Leading Media Quality for Pandora appeared first on Integral Ad Science.

Amplifying Media Quality in Digital Audio

Sachin Murme — Thu, 16 Jun 2022 12:01:00 +0000

Explore industry expectations & media quality opportunities in audio advertising

Did you know that two-thirds of the U.S. population listens to digital audio every week? When it comes to consumers’ listening habits, it’s time to face the music – audio is evolving, and the advertising industry is following suit.

So as audio skews even more towards digital, how can advertisers best follow the ears of consumers and ensure media quality in their digital audio ad placements?

In our latest research, IAS partnered with YouGov to understand media experts’ perceptions on the current state of digital audio advertising and determine areas of opportunities for media quality in audio. Here’s a sneak peek at what we found:

93% of media experts are likely to use a form of digital audio advertising
63% of media experts see audio as both a brand and a performance driver
87% of media experts are concerned about ad fraud in audio

Download the full research, Amplifying Media Quality in Digital Audio, to find out how media experts are approaching the rise of digital audio – and how this growing format can turn up the opportunities for your brand.

The post Amplifying Media Quality in Digital Audio appeared first on Integral Ad Science.

Spotify and IAS Join Forces to Establish a Brand Safety Solution for Podcast Advertisers

Sachin Murme — Wed, 15 Jun 2022 22:09:03 +0000

Global Media Agency UM Worldwide will be part of the development and testing of this first-of-its kind brand safety tool

NEW YORK – June 15, 2022 – Spotify (NYSE: SPOT) and Integral Ad Science (Nasdaq: IAS) today announced a new partnership to establish a third-party brand safety solution for podcast advertisers. The companies will embark on a rigorous analysis to help the industry understand the tools and resources necessary to effectively deliver brand safety in podcasting and digital audio at large. Ultimately, the firms intend to create the industry’s first third-party brand safety and suitability reporting tool to bring more transparency and confidence to podcast advertising. Global media agency UM Worldwide will be part of the learning and development process as the first holding company to test this solution, ensuring that the voice and needs of advertisers are considered from the outset.

Podcast ad spend has grown rapidly over the past few years alongside an influx of listening worldwide. In fact, podcast ad revenue surpassed $1 Billion in 2021 and is forecasted to almost triple to more than $4 Billion in 2024. As investment and innovation in podcast advertising has surged, so has the importance of ensuring suitability for advertisers. There are well-established brand safety guidelines and technology across the digital advertising ecosystem, most notably in video; however, these do not yet exist in audio. Creating a third-party solution for this now mainstream medium is critical to maintain advertiser confidence and continued media spend.

To solve this challenge, Spotify and IAS are embarking on a joint effort to better understand how to responsibly and effectively validate that advertiser messages are served in their intended context for podcasts. In the future, the results will be used to create a first-of-its-kind brand safety and suitability tool to aid in campaign planning, management, and reporting.

The solution will be powered by Spotify’s first-party data and verified by IAS’ independent analysis solutions based on the Global Alliance for Responsible Media’s categories and guidelines.Their initial efforts will focus on third-party content within the Spotify Audience Network.

“Spotify pioneered the digital audio landscape as we know it today and we’re excited to continue our leadership here as we rise to the next challenge: brand safety,” said Julie Clark, Global Head of Advertising Revenue Innovation at Spotify. “We are pleased to be partnering with IAS – one of the most trusted leaders in media – to give advertisers confidence that their messages are heard in the right place while further validating the contextual targeting solutions we already have in the market.”

“Partnering with Spotify and UM to develop a podcast brand safety and suitability solution will be a transformational step for advertisers targeting the audio space,” said Yannis Dosios, Global Chief Commercial Officer at IAS. “With podcasts expected to reach more than 500 million listeners worldwide by 2024, this solution will offer advertisers more control and confidence that their messages will deeply resonate with their intended audiences.”

“Podcasts have hit the mainstream in a big way and our clients are ready to increase their investment in the space given the undeniable opportunity to connect with audiences; however, without a way to validate brand suitability across the depth and breadth of shows, they are hesitant to go all in,” said Joshua Lowcock, Global Chief Media Officer at UM Worldwide. “We’re pleased to see Spotify and IAS step up to create a brand safety solution and are ready to work with them during the building and testing phase to ensure advertisers’ needs are addressed from the start.”

About Integral Ad Science

Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit iasbckup13june.wpengine.com.

About Spotify

Spotify transformed music listening forever when it launched in 2008. Discover, manage and share over 82 million tracks, including more than 4 million podcast titles, for free, or upgrade to Spotify Premium to access exclusive features for music including improved sound quality and an on-demand, offline, and ad-free music listening experience. Today, Spotify is the world’s most popular audio streaming subscription service with 422m users, including 182m subscribers, across 183 markets.

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The 2022 Industry Pulse

Sachin Murme — Thu, 16 Dec 2021 18:21:52 +0000

Transparency, trust, and the trends that will shape the next 12 months

As 2021 winds down and the industry reflects on the last year, IAS conducts our annual deep dive into the trends and technology that will shape the future: The Industry Pulse.

In our survey of top media experts, IAS discovered:

40% of media experts expect to invest in new platforms like TikTok, a number that has nearly doubled year-over-year
76% of those surveyed expect consumer uptake of video streaming to remain strong even if COVID-19 restrictions fully lift
60% of respondents cited trust and transparency as key factors impacting social media spend in 2022

Interested in learning more? Download the 2022 Industry Pulse and join us in helping advertisers and publishers anticipate, innovate, and excel in the coming year.

The post The 2022 Industry Pulse appeared first on Integral Ad Science.