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The Power of
Podcast
Driving Full-Funnel Growth
Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to our
teams after!
Katherine Bishop
Marketing Webinars Specialist
DIGITAL-FORWARD BRANDS.
FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
Our Speakers
ADRENA MAY
Director, Media
Operations
OTTO CHAN
Sales Director
MEGAN KONIECZNY
Sales Executive
Are you currently utilizing
podcast in your marketing
strategies?
● Yes
● No, but we want to start
● No, unsure about it
Podcasts Listenership
Continues to Rise!
Digital Audio Listenership Continues to Grow
Podcasts are the fastest-growing segment within digital audio.
● In 2023, the US podcast audience grew by 4.6% (5.5 million people)
● Podcast spending is projected to exceed $4 billion by end of 2024
● Podcasts constitute 17% of people’s daily audio consumption
● Median age of streaming audio and podcast listeners is 34
In 2024, digital audio will make up 20% of all US digital media
usage.
● Two thirds of the population will be digital audio listeners
● Digital audio will claim more time than YouTube, Netflix, or Hulu.
Source: Ethan Cramer-Flood, US Digital Audio Forecast Overview 2023 , eMarkerter, May 17, 2023. https://content-na1.emarketer.com/us-digital-audio-forecast-overview-2023
Podcasts Have
Transcended from
Niche to Mainstream
Monthly
podcast
listeners
Growth in
the last 10
years
Why Podcasts?
Authenticity Builds a Community
Captivating Hosts & Stories High Engagement
Ashley Flowers | Crime Junkie
The Power of Celebrity Podcasts
Conan O’Brien Host Read
Podcast Listeners Are
Super Listeners
Time Spent
48% of podcast listeners listen to 5+ hours
of podcasts per week
Ad Recall
86% of super listeners say they remember
seeing or hearing an ad- the highest of any
medium
Purchase Intent
54% say they are more likely to purchase a
product when they hear an ad on a podcast
vs. other media
Integrating Podcasts into
Full Funnel Marketing
The Best of Podcasts in One Place
Show Level Sponsorships/
Host Reads
Align your brand with host reads on
exclusive shows
Engage with a loyal audience, and
align with intimate conversations
with trusted voices
Reach key audiences at scale across
thousands of podcasts
Leverage audience targeting and
contextual alignment to reach your
ideal listener
Podcast
Run of Network
Podcasts Drive Full Funnel Effectiveness
Read as: Podcast advertising drives 12 percentage points in brand awareness
Source: Nielsen Podcast Brand Impact norms database, Q1 2023
Host Reads/
Show Level Sponsorships
Podcast
Run of Network
ADOPTION OF DYNAMIC AD INSERTION IS INCREASING
● Preserves the premium nature of using a host’s voice
● Allows more control over flighting, targeting, and
conversion tracking
● Enables constant creative refresh, staying current with
evolving promotions or offers
Host Reads Have
Evolved
CASE STUDY
Blending Host Read and Podcast Network outreach drives
incremental impact for brands through efficient & effective
messaging to target audience
Female-focused Activewear Brand
True Crime Success Story
Drive Purchase Intent for
Female-Focused
Activewear Brand among
Podcast Listeners F18-54
Use Effective Brand
Messaging to Solidify
Brand Attributes for
Female-Focused
Activewear Brand among
Podcast Listeners F18-54
The Objectives The Solutions
Host Read Ads to connect
with leaned-in audience
through authentic
Personal Experience
Host-Reads on Crime
Junkie
Podcast Network Content
& Audience Targeting to
deepen contextual
relevance and
incremental reach across
multiple genres and
shows in the network
targeting demo F18-54
that are Wellness
Enthusiasts
Results
+12pts Lift in Purchase
Intent
+9pts Lift in Unaided
Awareness
+10pts Lift in Message
Association
+23pts Lift in “Is
Innovative”
+16pts Lift in
Brand-Specific Attribute
about Wellness
Enthusiasts
Key
Takeaways
1. Podcast ads are expected to exceed $4 billion
in 2024.
2. They offer authenticity and expand reach
within a highly captive audience.
3. Unlock the full marketing funnel potential
through engaging podcast content.
Schedule Your
Consultation
with a Digital Audio Expert
Q&A
ADRENA MAY
Director, Media
Operations
OTTO CHAN
Sales Director
MEGAN KONIECZNY
Sales Executive
22
Click the link in your
browser
➜
Digital Audio
Playbook
Today’s Agenda
Session 1
10am PT | 1pm ET
State of the Union: The Past, Present & Future of Digital Media
Session 2
10:35am PT | 1:35pm ET
Navigating the Cookieless Era: Maximizing 1P Data in Streaming
Session 3
11:10am PT | 2:10pm ET
Measuring Brand Equity: Navigating Video's New Terrain
Session 4
11:45am PT | 2:45pm ET
The Power of Podcast: Driving Full-Funnel Growth
Session 5
12:20pm PT | 3:20pm ET
Media Buying in an Election Year: Strategies, Insights, and Trends
Be Right
Back!

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The Power Of Podcast: Driving Full-Funnel Growth

  • 1. The Power of Podcast Driving Full-Funnel Growth
  • 2. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist
  • 3. DIGITAL-FORWARD BRANDS. FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
  • 4. Our Speakers ADRENA MAY Director, Media Operations OTTO CHAN Sales Director MEGAN KONIECZNY Sales Executive
  • 5.
  • 6. Are you currently utilizing podcast in your marketing strategies? ● Yes ● No, but we want to start ● No, unsure about it
  • 8. Digital Audio Listenership Continues to Grow Podcasts are the fastest-growing segment within digital audio. ● In 2023, the US podcast audience grew by 4.6% (5.5 million people) ● Podcast spending is projected to exceed $4 billion by end of 2024 ● Podcasts constitute 17% of people’s daily audio consumption ● Median age of streaming audio and podcast listeners is 34 In 2024, digital audio will make up 20% of all US digital media usage. ● Two thirds of the population will be digital audio listeners ● Digital audio will claim more time than YouTube, Netflix, or Hulu. Source: Ethan Cramer-Flood, US Digital Audio Forecast Overview 2023 , eMarkerter, May 17, 2023. https://content-na1.emarketer.com/us-digital-audio-forecast-overview-2023
  • 9. Podcasts Have Transcended from Niche to Mainstream Monthly podcast listeners Growth in the last 10 years
  • 10. Why Podcasts? Authenticity Builds a Community Captivating Hosts & Stories High Engagement
  • 11. Ashley Flowers | Crime Junkie
  • 12. The Power of Celebrity Podcasts Conan O’Brien Host Read
  • 13. Podcast Listeners Are Super Listeners Time Spent 48% of podcast listeners listen to 5+ hours of podcasts per week Ad Recall 86% of super listeners say they remember seeing or hearing an ad- the highest of any medium Purchase Intent 54% say they are more likely to purchase a product when they hear an ad on a podcast vs. other media
  • 14. Integrating Podcasts into Full Funnel Marketing
  • 15. The Best of Podcasts in One Place Show Level Sponsorships/ Host Reads Align your brand with host reads on exclusive shows Engage with a loyal audience, and align with intimate conversations with trusted voices Reach key audiences at scale across thousands of podcasts Leverage audience targeting and contextual alignment to reach your ideal listener Podcast Run of Network
  • 16. Podcasts Drive Full Funnel Effectiveness Read as: Podcast advertising drives 12 percentage points in brand awareness Source: Nielsen Podcast Brand Impact norms database, Q1 2023 Host Reads/ Show Level Sponsorships Podcast Run of Network
  • 17. ADOPTION OF DYNAMIC AD INSERTION IS INCREASING ● Preserves the premium nature of using a host’s voice ● Allows more control over flighting, targeting, and conversion tracking ● Enables constant creative refresh, staying current with evolving promotions or offers Host Reads Have Evolved
  • 18. CASE STUDY Blending Host Read and Podcast Network outreach drives incremental impact for brands through efficient & effective messaging to target audience Female-focused Activewear Brand True Crime Success Story Drive Purchase Intent for Female-Focused Activewear Brand among Podcast Listeners F18-54 Use Effective Brand Messaging to Solidify Brand Attributes for Female-Focused Activewear Brand among Podcast Listeners F18-54 The Objectives The Solutions Host Read Ads to connect with leaned-in audience through authentic Personal Experience Host-Reads on Crime Junkie Podcast Network Content & Audience Targeting to deepen contextual relevance and incremental reach across multiple genres and shows in the network targeting demo F18-54 that are Wellness Enthusiasts Results +12pts Lift in Purchase Intent +9pts Lift in Unaided Awareness +10pts Lift in Message Association +23pts Lift in “Is Innovative” +16pts Lift in Brand-Specific Attribute about Wellness Enthusiasts
  • 19. Key Takeaways 1. Podcast ads are expected to exceed $4 billion in 2024. 2. They offer authenticity and expand reach within a highly captive audience. 3. Unlock the full marketing funnel potential through engaging podcast content.
  • 20. Schedule Your Consultation with a Digital Audio Expert
  • 21. Q&A ADRENA MAY Director, Media Operations OTTO CHAN Sales Director MEGAN KONIECZNY Sales Executive
  • 22. 22 Click the link in your browser ➜ Digital Audio Playbook
  • 23. Today’s Agenda Session 1 10am PT | 1pm ET State of the Union: The Past, Present & Future of Digital Media Session 2 10:35am PT | 1:35pm ET Navigating the Cookieless Era: Maximizing 1P Data in Streaming Session 3 11:10am PT | 2:10pm ET Measuring Brand Equity: Navigating Video's New Terrain Session 4 11:45am PT | 2:45pm ET The Power of Podcast: Driving Full-Funnel Growth Session 5 12:20pm PT | 3:20pm ET Media Buying in an Election Year: Strategies, Insights, and Trends