In the panels, presentations, hallway discussions, and even over cocktails, a few recurring themes emerged during Podcast Movement 2025 that revealed an industry ready to mature beyond its adolescent phase and signal a shift in balancing podcasting as both an art and a business. Here are some takeaways we believe will help define success in […] The post Balance and Momentum: Strategic Insights from Podcast Movement 2025 appeared first on Signal Hill Insights.| Signal Hill Insights
News has consistently been the second most-consumed category of podcasts since 2021, the first year of the survey of 12,000 adult podcast consumers that Signal Hill Insights conducts annually in the U.S. in support of Triton Digital’s Podcast Metrics Demos+. In the second quarter of this year the News genre hit a new high, with […]| Signal Hill Insights
Redefining audio research with broadcasters, publishers, and advertisers.| Signal Hill Insights
Your brand is adding podcasts to the ad mix, but some of your stakeholders are asking questions about brand suitability and safety. How do you know if a podcast is suitable for your brand? There are any number of standards, guidelines and tools that can use to help answer this. But what’s the underlying […]| Signal Hill Insights
Now that we’ve reviewed what brand lift is, and how we go about measuring it, it’s time to address where we can apply the method. I specifically get a lot of questions about podcasts. Can you measure host-read ads? How about direct-ad-injected (DAI)? Or, even branded series? The short answer is: yes. There’s a brand […]| Signal Hill Insights
Let me ask you a question: What comes right before action? Here’s my answer: Intent. When we’re evaluating the effectiveness of a podcasting or streaming audio advertising campaign, a lot of attention gets paid to attributable actions. Did an ad drive someone to visit a website, download something, install an app or finally make a […]| Signal Hill Insights
You may be reading this because you’ve heard the term “brand lift” and are looking to understand more about what it is, how it works, and what it measures. Another term that sometimes gets used is, “brand health.” They’re sometimes used interchangeably, but “brand lift” is more commonly used for ad effectiveness. Let’s get into […]| Signal Hill Insights
Attribution & Brand Lift: Two Great Methods that Measure Better Together “We’re only focused on conversions.” “Sales are our only KPI.” “Attribution moves the needle.” These are things I’ve heard over and over again talking to agencies and brands about their podcast and digital audio ad metrics. It’s usually during a conversation where they’re explaining […]| Signal Hill Insights
Podcasting stands out in its continued reliance on ad creative that is made by the podcast hosts themselves, rather than by a creative agency or studio. Though announcer-read and pre-produced creatives have made in-roads – especially for run-of-network, contextually-targeted and programmatic buys – host-read ads continue to be foundational for many campaigns. The prevailing logic […]| Signal Hill Insights
The first smart speaker – the Amazon Echo – debuted a little more than a decade ago. I remember hearing quite a bit of excitement in the podcasting community because many saw these new speakers as a boon for the medium. By 2021 the devices were in a third of US households, fueling more enthusiasm. […]| Signal Hill Insights
There’s no doubt that YouTube has become an important force in podcasting, primarily due to growing consumer preference for the video platform. The Cumulus Media / Signal Hill Insights Podcast Download study released in April 2023 marked the first time we saw YouTube overcome Spotify as the most used podcast consumption platform in the US. […]| Signal Hill Insights
At Signal Hill Insights, we’ve been seeing an uptick in requests for direct audience surveys from podcasters, broadcasters, agencies and brands. Despite innovations in digital identity technology, you are likely to have questions about your audience that can only be answered by inviting your audience to participate in a survey. Marketers, producers, sales execs are […]| Signal Hill Insights
Enhanced Video Podcast Metrics – including Video’s Overall Share of Consumption – Are Coming in The Canadian Podcast Listener 2025 May 6, 2025 – Leading audio-focused research firm Signal Hill Insights and Ulster Media announce expanded video podcast metrics will be added to The Canadian Podcast Listener 2025, the only full-census landscape survey of podcast […] The post NEWS RELEASE: May 6, 2025 appeared first on Signal Hill Insights.| Signal Hill Insights
Branded content in podcasting has been on my mind lately, and if it’s not on the mind of CMOs, brand marketers, content studios, podcasters and publishers – I think it should be! And here’s why… The just-released IAB / PwC Internet Advertising Revenue Report for 2024 calls out four factors driving podcasting’s revenue growth of […]| Signal Hill Insights
CASE STUDY How Red Hat Proved their Audience Strategy Measuring Impact and ROI for their Branded Podcast Enterprise software company Red Hat invested significant resources in developing its branded podcast, Command Line Heroes, to meet the specific needs of professional software developers and system administrators, in order to build brand equity with them. The company […]| Signal Hill Insights
I have a simple question: How do you learn what audiences think about your podcast, video, branded content or ad campaign? Here’s the simple answer: You ask them. That’s not just simple, but so logical and straightforward you’d think we could stop there. So, why am I writing about it? First, it still surprises me […]| Signal Hill Insights
At Signal Hill Insights we’re proud to have just released our second annual Benchmark Report: Branded Podcasts. It’s the only report of its kind, analyzing survey responses from more than 15,000 podcast listeners, offering their opinion on branded podcast episodes, as well as how the podcast shaped how they feel about the brands behind them. […]| Signal Hill Insights
Every podcast – and podcast ad campaign – needs a North Star, a guiding light that sets it apart and gives it its reason for being. It starts with a clear understanding of how the podcast serves the needs and motivations of its listeners. What are the hot buttons that drive listeners to consume podcasts? […]| Signal Hill Insights
Black Americans are a vital force within the American podcast audience. Through our research, we’ve been fortunate enough to have an inside track on what they’re listening to, and the types of brands that have an opportunity to leverage podcasts to reach this powerful consumer segment. Since 2021, Signal Hill Insights has been tracking podcast […]| Signal Hill Insights
