I’ve recently launched several websites to provide some insight into the process established at TWiT.tv and Artisanal Agency. Podcasting continues to grow as a medium, so it’s important for industry professionals to share what works and what doesn’t.
Edison Research and Triton Digital recently published the 2017 Infinite Dial consumer survey results*, which revealed that 60% of Americans 12 years old and above are familiar with podcasts, while 40% have listened to a podcast in the last month. That’s 67 million Americans tuning in monthly!
The survey also revealed that 40% of podcast audiences listen to the entire podcast episode, while 45% listen to most of the podcast. While that’s great news for podcasters, it’s reassuring for advertisers: yes, both pre-roll and interstitial ads have an audience.
Ad efficiency, however, was not included in the latest Infinite Dial survey, so I’d like to take a moment and share the 2017 TWiT.tv audience survey results. Every year, more than 20,000 TWiT.tv listeners complete TWiT.tv’s audience survey, and this year’s results show that 80% of listeners made a purchased based on a TWiT.tv ad.
This success is in part due to TWiT.tv’s two ad model, which consists of both a billboard and an interstitial ad. The unaided recall is significantly higher (60%+) using fewer advertisers with the two ad approach, rather than having several advertisers with one ad placement per episode. And as the Infinite Dial survey results show, at least 85% of listeners are tuning in for both ads.
Essential to ad effectiveness are authentic, host-read ads. Podcast listeners trust their favorite hosts to promote the most innovative, high-quality products and services. The organic and live, host-read ads on our networks provide both a better audience experience and a higher ROI.
If you’re interested in learning more about my thoughts on technology, start-ups, business, and sales, visit Lisalaporte.ceo. For everything tech related, from the latest wearable tech to IoT devices, visit Lisalaporte.net. And you can find my professional overview at Lisalaporte.com. I will also be publishing content regularly on Medium and Contently, as well as other social media platforms.
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*For complete Infinite Dial results, visit edisonresearch.com/infinite-dial-2017.