IAB Media Center https://www.iab.com/organizations/media-center/ Empowering the Media and Marketing Industries to Thrive in the Digital Economy Fri, 05 Jan 2024 16:21:29 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 IAB Audio Innovators Leadership Summit 2023 Recap Webinar https://www.iab.com/video/iab-audio-innovators-leadership-summit-2023-recap-webinar/ Wed, 13 Dec 2023 21:20:55 +0000 https://www.iab.com/?post_type=iab_video&p=175117 Recap webinar of this year’s IAB Audio Innovators Leadership Summit held on Thursday, October 12th, in the Ad Lab at IAB’s NYC headquarters. Topics included key takeaways from sessions focused on the needs of brands, audio’s role in the attention economy, brand safety and suitability filtering, and deep dive discussions on measurement, the use of 1st party data to maximize addressability, and behavioral and contextual targeting in digital audio. Our overarching goal of the Audio Innovators Leadership Summit is to reduce friction and promote areas of opportunity across the audio landscape, and we are excited to share the insights and recommendations developed at the summit with you.
Check out the following related resources:
U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth
U.S. Podcast Advertising Revenue Report: 2022 Revenue & 2023-2025 Growth Projections
IAB Podcasting Buyer-Seller Checklist
IAB Digital Audio Measurement Guide 2022

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2024 IAB Podcast Upfront https://www.iab.com/events/podcast-upfront-2024/ Wed, 29 Nov 2023 20:17:24 +0000 https://www.iab.com/?post_type=iab_event&p=173485 Podcast Upfront is a marketplace designed for brands, agencies, and media buyers to preview the latest in innovative podcast programming. Leading audio and podcast companies will showcase the power of podcasts and announce brand new shows and content opportunities for advertisers to align with their brand.  

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Podcast Upfront is a marketplace designed for brands, agencies, and media buyers to preview the latest in innovative podcast programming. Leading audio and podcast companies will showcase the power of podcasts and announce brand new shows and content opportunities for advertisers to align with their brand.

 

2023 IAB Podcast Upfront 2

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2024 IAB NewFronts https://www.iab.com/events/newfronts-2024/ Wed, 29 Nov 2023 20:16:34 +0000 https://www.iab.com/?post_type=iab_event&p=173480 IAB NewFronts is the world’s largest digital content marketplace – committed to creating valuable partnerships between brands and native digital content. This event is a one-stop-shop for media buyers eager to get a first look at the latest digital video content. Taking place in New York City over four days, media buyers will be able … Continued

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IAB NewFronts is the world’s largest digital content marketplace – committed to creating valuable partnerships between brands and native digital content.

This event is a one-stop-shop for media buyers eager to get a first look at the latest digital video content. Taking place in New York City over four days, media buyers will be able to attend in person or watch the live stream. In addition to the live events around NYC, IAB will have its own stage on Wednesday, May 1st to host a selection of presenting companies.

 

2023 IAB NewFronts 6

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CTV: Harnessing the Power of Attention https://www.iab.com/events/ctv-harnessing-the-power-of-attention/ Wed, 15 Nov 2023 16:02:47 +0000 https://www.iab.com/?post_type=iab_event&p=173507 CTV advertising spend continues to increase and will account for about one-tenth of U.S. total digital video ad spending this year (Source: 2023 IAB Video Ad Spend Report). CTV is considered a “must-buy” as time spent by consumers continues to rise which is driven by a feast of free, ad-supported content. As marketers are seeking … Continued

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CTV advertising spend continues to increase and will account for about one-tenth of U.S. total digital video ad spending this year (Source: 2023 IAB Video Ad Spend Report).

CTV is considered a “must-buy” as time spent by consumers continues to rise which is driven by a feast of free, ad-supported content. As marketers are seeking solutions in the post-cookie world, attention-based metrics are front and center. Join us in this webinar where experts from across the ecosystem – brand, agency, and ad tech will demystify attention metrics.

You’ll discover:

  • Why attention metrics are critical for driving CTV performance
  • Use cases showing how leading brands use attention data to enhance CTV campaigns
  • Cutting-edge measurement solutions to unlock the power of attention

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CTV Measurement: Prove It to Move It https://www.iab.com/events/ctv-prove-it-to-move-it/ Thu, 26 Oct 2023 16:00:38 +0000 https://www.iab.com/?post_type=iab_event&p=172844 With CTV ad spend rapidly increasing, accurate measurement is more critical than ever. In this webinar, we’ll cut through the noise and highlight key innovations in using CTV measurement to prove campaign performance and business outcomes. You’ll get actionable insights from experts across the ecosystem – brand, agency, publisher, and ad tech viewpoints. We’ll demystify … Continued

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With CTV ad spend rapidly increasing, accurate measurement is more critical than ever. In this webinar, we’ll cut through the noise and highlight key innovations in using CTV measurement to prove campaign performance and business outcomes.

You’ll get actionable insights from experts across the ecosystem – brand, agency, publisher, and ad tech viewpoints.

We’ll demystify outcome-based CTV measurement and discuss:

  • The latest challenges and opportunities
  • Innovative measurement use cases and solutions
  • Clarifying “outcomes” definitions
  • Tying CTV performance to concrete business results

Attend this webinar and level up your CTV measurement outcomes-based ability. You’ll leave with a deeper understanding of the current measurement landscape and how to implement solutions to prove CTV’s value.

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U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth https://www.iab.com/research/u-s-podcast-advertising-revenue-study-2023-drivers-strategies-and-tactics-for-growth/ Thu, 26 Oct 2023 13:24:34 +0000 https://www.iab.com/?post_type=iab_research&p=173075 Podcasting continues to be one of the fastest-growing digital media channels as U.S. ad revenues have grown over 115% from 2020 to 2022. To understand the drivers, strategies, and tactics that are propelling the market and uncover where it’s heading, IAB and PwC conducted an in-depth quantitative survey of the leading podcast publishers and a … Continued

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Podcasting continues to be one of the fastest-growing digital media channels as U.S. ad revenues have grown over 115% from 2020 to 2022. To understand the drivers, strategies, and tactics that are propelling the market and uncover where it’s heading, IAB and PwC conducted an in-depth quantitative survey of the leading podcast publishers and a series of discussions with industry experts in the U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth report.

Results revealed that there are clear growth signals, with podcasting adopting practices prevalent in other digital channels, but also that there are areas of opportunity that need to be addressed for the channel to sustain its growth. To learn more, download the full report.

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Brand-building Now Accounts for 61% of Podcast Advertising, According to IAB’s U.S. Podcast Advertising Revenue Study https://www.iab.com/news/brand-building-now-accounts-for-61-percent-of-podcast-advertising Thu, 26 Oct 2023 12:15:56 +0000 https://www.iab.com/news/?p=172864 Brand Safety and Suitability Solutions Usage Take Off New York – October 26, 2023 – Today, IAB released a follow up to its earlier podcast study, which found that U.S. podcast ad revenues grew at a rate more than double the total digital advertising market overall. Part two of the study, titled U.S. Podcast Advertising Revenue … Continued

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Brand Safety and Suitability Solutions Usage Take Off

New York – October 26, 2023 – Today, IAB released a follow up to its earlier podcast study, which found that U.S. podcast ad revenues grew at a rate more than double the total digital advertising market overall.

Part two of the study, titled U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth, reveals the drivers, strategies, and tactics propelling podcast ad revenues, and shows where the market is heading.

“The growing interest we’re seeing in podcasting among larger, brand awareness advertisers demonstrates the medium’s evolution to deliver on a range of buyer’s KPIs,” said Matt Shapo, Digital Audio and Video Director, Media Center, IAB. “Podcasting continues to be a remarkably agile channel that enables advertisers to reach an expanding user base, adopt new functionalities and solutions, and develop new content with creators.”

Key Findings
The report shows that podcasting can deliver on buyers’ KPIs across the funnel: the majority of podcast advertising is used for brand-building, which encompasses 61% of total ad revenues — up 13% in the last 2 years.

For brand marketers, there’s a lot to like. For example, podcasting usage of brand safety and suitability solutions has nearly doubled since last year, with 69% of publishers using brand safety solutions and 62% using brand suitability solutions, including contextual transcript analysis. As the report also shows, buyers are continuing to expand their range of measurement solutions commonly used with other digital channels for their podcast campaigns.

Another key finding in the IAB study is that dynamic ad insertion (DAI) now represents more than 90% of ad revenues as its share has nearly doubled in the last three years.

“For marketers who need to respond fast to trends and update messaging on the fly — but need a brand-safe and brand-suitable solution — podcasting is a proven winner.” said David Cohen, CEO, IAB. “There’s still real growth ahead.”

Opportunities for Growth
For podcasting to continue this growth, it needs to further develop capabilities to better compete with other digital media channels for buyers’ dollars.

For example, the study shows the industry must continue to invest in creating interconnected networks that offer advertisers both scale and precision. While programmatic has shown significant growth — up 5x from 2021 to 2023 — its share of podcast revenue is still only 11%. For comparison, other digital media channels’ programmatic share is 87%.

Another opportunity for growth is for publishers to rethink their podcast ad inventory and repackage it to help advertisers reach audiences across shows, episodes, and properties. Right now, podcast ad inventory is still primarily show-specific. The kinds of sophisticated, audience-based buys common in other digital media channels only represent 25% of podcast revenues.

Perhaps the most unexpected opportunity for what had been an audio-only channel is video. Users are increasingly consuming podcasts in both audio and video formats, and are leveraging video platforms such as YouTube for podcast discovery and consumption. With video-enabled podcasts representing less than 10% of revenues, there is a major opportunity to engage listeners across environments and expand podcast monetization. The industry needs to create new ad models that align with larger percentages of podcast consumption within video environments.

Shapo concluded, “While there’s significant work ahead for podcasters, there’s more than enough investment from brand marketers to make it worth the effort. Buyers believe in podcasting, and they’re ready to invest more.”

Methodology
Conducted by IAB and PwC, this in-depth quantitative survey of the leading podcast publishers and a series of discussions with industry experts reveals the drivers, strategies, and tactics that are propelling podcast ad revenues, and points to where the market is headed next.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About PwC
As business, accounting, and tax advisors to many of the world’s leading technology, media, and telecommunications (TMT) companies, PwC (www.pwc.com/us/tmt) has an insider’s view of trends and developments driving the industry. With approximately 1,200 practitioners serving TMT clients in the United States, PwC is deeply committed to providing clients with industry experience and resources. In recent years, our work in TMT has included helping our clients to develop strategies to leverage digital technology, identifying new sources of financing, and marketplace positioning in industries characterized by consolidation and transformation. Our experience reaches across all geographies and segments, including broadband, wireless, film, television, music, publishing, advertising, gaming, sports, theme parks, computers and networking, software and technology services. With thousands of practitioners around the world, we’re always close at hand to provide deep industry knowledge and resources.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

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U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth https://www.iab.com/insights/us-podcast-advertising-revenue-study-2023/ Thu, 26 Oct 2023 12:15:07 +0000 https://www.iab.com/?post_type=iab_insight&p=172863 Podcasting continues to be one of the fastest-growing digital media channels as U.S. ad revenues have grown over 115% from 2020 to 2022. To understand the drivers, strategies, and tactics that are propelling the market and uncover where it’s heading, IAB and PwC conducted an in-depth quantitative survey of the leading podcast publishers and a … Continued

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Podcasting continues to be one of the fastest-growing digital media channels as U.S. ad revenues have grown over 115% from 2020 to 2022. To understand the drivers, strategies, and tactics that are propelling the market and uncover where it’s heading, IAB and PwC conducted an in-depth quantitative survey of the leading podcast publishers and a series of discussions with industry experts in the U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth report.

Results revealed that there are clear growth signals, with podcasting adopting practices prevalent in other digital channels, but also that there are areas of opportunity that need to be addressed for the channel to sustain its growth. To learn more, download the . . .

Claim your free account to continue reading.

 

If you have an IAB Portal account, please create a new account on iab.com and we will link to your records.

If you have any issues, please contact us.

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IAB Audio Innovators Leadership Summit 2023 Recap Webinar https://www.iab.com/events/audio-innovators-leadership-summit-2023-recap-webinar/ Mon, 23 Oct 2023 16:00:06 +0000 https://www.iab.com/?post_type=iab_event&p=172677 Join us for a recap webinar of this year’s IAB Audio Innovators Leadership Summit held on Thursday, October 12th, in the Ad Lab at IAB’s NYC headquarters. The webinar will take place on Tuesday, November 21st, and will summarize the most important findings and discuss the actionable ideas and solutions generated, debated, and conceptualized during … Continued

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Join us for a recap webinar of this year’s IAB Audio Innovators Leadership Summit held on Thursday, October 12th, in the Ad Lab at IAB’s NYC headquarters.

The webinar will take place on Tuesday, November 21st, and will summarize the most important findings and discuss the actionable ideas and solutions generated, debated, and conceptualized during the event.

Topics will include key takeaways from sessions focused on the needs of brands, audio’s role in the attention economy, brand safety and suitability filtering, and deep dive discussions on measurement, the use of 1st party data to maximize addressability, and behavioral and contextual targeting in digital audio.

Our overarching goal of the Audio Innovators Leadership Summit is to reduce friction and promote areas of opportunity across the audio landscape, and we are excited to share the insights and recommendations developed at the summit with you.

Reserve your spot now and join us for this insightful event!

This webinar will be hosted virtually via Zoom. Please add the event to your calendar after registration to receive your unique Zoom link.

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IAB Podcasting Buyer-Seller Checklist https://www.iab.com/insights/iab-podcasting-buyer-seller-checklist/ Thu, 12 Oct 2023 13:25:44 +0000 https://www.iab.com/?post_type=iab_insight&p=172327 The IAB Media Center is proud to have released the IAB Podcasting Buyer-Seller Checklist. To help buyers and sellers of podcast ad inventory succeed together, IAB has created the Podcasting Buyer-Seller Checklist. The checklist delves into the world of podcasting and is a must-have for agencies, brands, publishers, and ad tech. The podcasting industry continues … Continued

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The IAB Media Center is proud to have released the IAB Podcasting Buyer-Seller Checklist.

To help buyers and sellers of podcast ad inventory succeed together, IAB has created the Podcasting Buyer-Seller Checklist. The checklist delves into the world of podcasting and is a must-have for agencies, brands, publishers, and ad tech. The podcasting industry continues to grow, but many advertisers have questions about how to run effective campaigns.

This comprehensive checklist walks through every stage of the podcast ad campaign cycle and provides a framework for buyers and sellers to align on objectives, targeting, creative, measurement, and more.

With insights from major players in the podcasting industry, the checklist helps to understand the medium's unique storytelling capabilities and data-driven targeting . . .

Claim your free account to continue reading.

 

If you have an IAB Portal account, please create a new account on iab.com and we will link to your records.

If you have any issues, please contact us.

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