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IAB Launches the First Podcast Playbook for Marketers
Manuela Walfenzao| 23 de agosto de 2017
IAB lanza primer manual de podcasts
The Interactive Advertising Bureau (IAB) released today the “IAB Podcast Playbook,” the organization’s first-ever buyer’s guide for podcast advertising, which provides insights into audience demographics, listener behaviors, creative treatments, ad formats, delivery and targeting, and ad effectiveness measurement. Its release is timed to prepare brands and agencies for the IAB Podcast Upfront, slated for September 7, 2017 in New York City.“Podcasts create an especially intimate space for listeners to engage with content because these listeners have made an active choice to download or stream,” said Harry Clark, EVP, Market Enginuity, and Co-Chair of the IAB Podcast Playbook Working Group, which produced the guide. “This guide provides advertisers with concise, illuminating insights to the potential of podcasts as an effective ad channel, in terms of podcast audiences, their responsiveness, and the flexibility of the medium’s delivery options.”Recent IAB research conducted by PwC forecasts that podcast advertising revenues will top $220 million in 2017, an 85% leap from $119 million in 2016. The playbook features other research that confirms the mainstreaming of podcasts, showing that nearly a quarter of the U.S. population over age 12 listens to podcasts on a monthly basis and, on average, they subscribe to six podcasts a week.Smartphones are the primary device used for listening to podcasts, in sync with broader connected mobile lifestyles where audio is playing an increasingly central role. Consumption is frequently on the move, as podcasts are popular with commuters, who choose to listen online or off, whether going to or from work. Consumers also frequently listen to podcasts while doing chores at home, exercising at the gym, or traveling.
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