![]() ![]() Some marketers and agencies love Podsights and Chartable and are glad they’re going to get more resources as part of Spotify, he said. He expects his podcast measurement business to grow 400% this year.īut Lundberg sees a wide range of advertiser responses. But he added that Spotify’s move appears motivated by building better measurement and attribution within its own walls to benefit advertisers, some of which are small and medium-size businesses that were never likely to pay for third-party audience measurement or attribution anyway.ĪrtsAI, an artificial intelligence-enabled attribution provider with substantial business in podcast measurement, has also seen an uptick in that business since Spotify announced its acquisitions, said Chief Revenue Officer Erik Lundberg. “Any diligent marketers” are going to have concerns about an industry player “grading their own homework,” said one agency executive. That adds to the growth Claritas already was seeing based on its ability to graph listener identities by linking household IP and postal addresses, and a methodology focused on measuring ad listenership rather than simply downloads or attribution linking downloads to sales, Miller said. “We’ve seen a groundswell of demand since Spotify bought Chartable and Podsights from advertisers who don’t want them grading their campaign performance,” said Chase Miller, executive VP of strategy and corporate development of Claritas, an analytics firm. The IAB projects podcast ad revenue will hit $2 billion this year, and then double to $4 billion by 2024.Įven so, podcast spending remains less than a third of overall digital audio, under 2% of overall digital spending and less than 10% of the total $16 billion audio market, as estimated by Magna.īut while the roughly $11 billion radio market has only one substantial measurement player-Nielsen-podcast measurement has at least five, even if the two biggest are now owned by Spotify, whose acquisition goes against the grain of an ad industry that for years has pushed back against media sellers grading their own homework. The IAB reports at the kickoff of its Podcast NewFronts that podcast ad revenue rose 72% in 2021 to $1.4 billion, twice the 35% pace of total internet ad spending, and faster even than the broader streaming audio market, which was up 58%. Regardless of how it’s measured, the market is exploding. Spotify's acquisition earlier this year of two of the biggest measurement and analytics firms in the space-Podsights and Chartable-is shaking up podcast measurement. Such a deal would seemingly wipe out meaningful competition in a market this size, but since then it’s actually fueled more interest in competitors Podtrac, ArtsAI and Claritas, among advertisers that demand independent measurement. ![]() media, and that’s fueling a battle among measurement players nearly as contentious as in TV, a market more than 30 times bigger. Podcast advertising is growing faster than any other segment in U.S. ![]()
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