Midroll: 74% of podcast listeners recall advertising
This article is at least a year old
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Midroll shares ad effectiveness research in podcasts: Talenti, a brand of “gelatos and sorbettos”, bought a 30-second pre-roll. 74% of episode listeners were able to recall a feature of the frozen treat.
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The Sacramento Bee also has a story about ad effectiveness in podcasts: this time, wine podcasts, which are apparently the main reason why millennials ask for a specific bottle.
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San Francisco CA, USA station KQED is investing more heavily into podcasts, recently launching The Bay, “a five- to 10-minute podcast that digs into a local headline story through an interview with its reporter or another source”. It’s modelled on The Daily.
Jul 31 2023: This broken link now points to the Internet Archive.
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The Australian edition of AdNews publishes an overview of the Australian podcast market, including Whooshkaa, Mamamia, and Fairfax Media’s branded podcast for GE, Decoding Genius.
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There’s a monthly Podmeet, a podcasters meet-up, at Wits University in Johannesburg, South Africa. Andile Masuku spoke at a recent event; he’s the producer of African Tech Round-up.
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New term: “Visual Podcasting”. The NAB Show’s podcasting area will include a set-up for podcasters who want to add live video.
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VOX Media’s Racked website writes a piece about the clothes women wear while podcasting, entitled “Why podcasters love lipstick and pyjamas”. For clarity, I am wearing neither.
