The One with Audio: Podcasts aren’t just ear candy; they’re tools for igniting purchase intent. Discover how podcasts seamlessly fit into the full marketing funnel, from brand awareness to conversion, and uncover the diverse digital inventory options waiting to elevate your strategy. Join Tinuiti’s Media Operations expert alongside sales pros from SiriusXM as they share insights into amplifying your brand’s voice in the ever-expanding universe of digital audio.

1. The Power of
Podcast
Driving Full-Funnel Growth

2. Today’s Logistics
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tomorrow
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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

6. Are you currently utilizing
podcast in your marketing
strategies?
● Yes
● No, but we want to start
● No, unsure about it

7. Podcasts Listenership
Continues to Rise!

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

24. Be Right
Back!