Nielsen: Smartphones Drive Podcast Growth
As audience increases, brands are seeing benefits of podcast sponsorships
As the audience for podcasts grows at a steady clip, both media companies and brands are taking note. Radio broadcasters already create hours of top-notch audio, and podcasting is a logical way to create new listening opportunities, as well as fresh revenue possibilities.
Mobile technology makes it easier than ever to discover and download podcasts, and streaming on smartphones is now the dominant source for podcast listening. Nearly 24 million Americans say they listened to a podcast on a smartphone in the past month, up 157% from four years ago, according to a new report from Nielsen Media Research. Podcast streaming on computers, tablets, and other devices is also up year-over-year, but has been more of a steady build, a strong indication that smartphones are driving most of podcasting’s recent gains.
As the audience grows, more brands are eyeing podcasts, and with good reason: Nielsen research shows podcast listeners are attentive and more likely to buy products they learn about while listening to on-demand audio. According to Nielsen, 69% of listeners saying podcasts ads made them aware of new products or services. Podcast ads also increased purchase intent for advertisers across podcast genres, including a 9.3% lift for brands who advertise in sports podcasts, a 12.8% boost for sponsor messages in news and politics podcasts, and an impressive 14% pop for ads in business podcasts, Nielsen reports.
For radio broadcasters, the takeaway is it’s time to get into the podcast game. That could be creating original podcasts, time-shifting your favorite shows, and making segments of on-air content available for on-demand streaming.
At Futuri Media, a global leader in SaaS technology for broadcasters, our POST system makes it simple for radio broadcasters to create and publish podcasts. Our touchscreen technology is deployed in studio, allowing on-air hosts to easily convert their on-air content to podcasts or on-demand audio. For instance, a popular morning show host could take a segment interview with a visiting musician and quickly post it for on-demand listening on Tunes, Facebook, Twitter, the station website, and iHeartRadio, or upload the entire conversation, which may have been too long for broadcast.
POST also has tools for program directors to create templates for recurring content that includes images from our licensed library, descriptions and titles, so all the on-air hosts have to do is post the audio.
“Radio broadcasters spend millions of dollars creating millions of hours of audio that’s only used once,” says Futuri CEO Daniel Anstandig. “We designed POST so air talent could instantly convert their shows into on-demand audio.”
To help broadcasters monetize on-demand audio, the POST system allows for easy ad insertion. Our system also offers PPM encoding, which enables broadcasters to measure their digital listening in the same ratings system as on-air audiences. That provides radio stations with data to bring to clients and also to track their own listening trends.
Plus, our Futuri Ad Network offers flexible, turnkey options for broadcasters to monetize their digital content in streaming and podcasts.
- 100% turnkey: The new Futuri Ad Network sells audio and video pre-roll and mid-roll inventory and pays publishers their share of network ad revenue.
- Managed ad ops: Broadcasters can submit pre-roll and mid-roll insertion orders, which always have first priority. Start orders are managed for the station, reducing the workload at the station. Any unsold inventory is monetized through the Futuri Ad Network.
- Self-serve ad ops: Broadcasters can sell and traffic all of their inventory directly.