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Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the average conversion rates of podcast advertising.

Norway’s Schibsted develops its own podcast platform

News • 27 September 2020

Apple, Google and, more recently, Spotify may dominate the podcast market, but smaller media groups, even those in niche markets like Norway, are experimenting with podcasts to drive subscribers and ultimately generate more ad revenue.

Smart speakers moving beyond the living room and basic tasks

Data • Rob Clapp, WARC Data Points, September 2020

An overview of global uses for smart speakers and their location.

Study establishes ROI of podcast ads

News • 14 September 2020

Podcast campaigns deliver an average return on adspend of $2.

Insights from over 530 campaigns determine impact of podcast advertising

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

Podsights, a New York-based attribution company, undertook a study of 532 podcast campaigns to gain an insight into the results of these advertising efforts.

Programmatic audio playbook India

Article • Research on WARC, September 2020

At present, India is at the start of the digital audio and programmatic advertising journey, but significant education is still needed about the value of incorporating digital audio into media planning budgets.

The role of podcasts for NPR’s mission

News • 13 September 2020

National Public Radio (NPR), the media organisation, is tapping the power of podcasting to meet the dual needs of serving consumers where they are and representing the voices of diverse communities.

How NPR is using podcasts to achieve cultural (and digital) relevance

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

National Public Radio (NPR), the media organization, is using podcasts as a means to keep up with major trends which are taking root among its audience.

Health apps saw rapid uptake in Q2

Data • Rob Clapp, WARC Data Points, September 2020

An overview of changes in global mobile app downloads, daily active users and average session length during the coronavirus (COVID-19) outbreak.

Podcast advertising returns to some normalcy in the US, brand campaigns maintain growth

Data • Rob Clapp, WARC Data Points, September 2020

An overview of podcast advertisers, average number of ads per podcast and the prominence of brand advertising and direct response podcast ads in the United States.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, September 2020

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

Nearly half of UK marketers allocate more than 25% of their budget to mobile

Data • Marte Aune, Zoe McCready, WARC Data Points, August 2020

An overview of mobile's share of marketing budgets in the UK between 2016-2020.

Digital disruptors: The global competitive landscape of digital streaming services

Article • Euromonitor Strategy Briefings, June 2020

Looks at the current state of play of digital streaming services, including global profiles and prospects for the future.

What's working in audio

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in audio.

Targeting podcast listeners: true value lies below the surface

Opinion • James Foti, July 2020

The podcast format continues to grow rapidly and to attract listeners and advertisers. James Foti has some useful advice for the latter.

NYT’s Serial acquisition shows podcast empires are bought as well as built

News • 23 July 2020

Serial Productions, the podcast production company, has been acquired by the New York Times, adding high-end capability to the newspaper’s arsenal, while expanding the number of stories Serial can make at a time.

COVID-19: The impact on media consumption of Indians

Article • OMG Omnicom MediaGroup, Research on WARC, July 2020

Insights into evolving media consumption habits, content formats, and media platforms and brands that are seeing increased adoption in India during the COVID-19 outbreak.

Global audio advertising spend to fall below $30bn this year

Data • Rob Clapp, WARC Data Points, July 2020

An overview of global audio advertising investment by format between 2013 and 2020.

Upfront boost for podcasts

News • 08 July 2020

In another sign of the growing maturity of the podcast market, Omnicom Media Group has struck a deal with Spotify that will see it spending $20m on advertising in podcasts during the second half of this year.

A beginner’s guide to messaging, media and measurement in podcast advertising

Article • Giles Martin, WARC Exclusive, July 2020

Covers the basics of advertising in podcasts, looking at considerations for messaging, media and measurement.

United States, Online audio advertising expenditure

Data • Cinzia Petio, WARC Data Points, July 2020

An overview of total online audio advertising spend in the United States since 2018.

Vox Media finds success with ‘Explainer’ branded content during COVID-19

Article • Alex Brownsell, Event Reports, Lions Live, June 2020

Vox Media, the US digital media publisher, changed approach to deliver branded content projects during the Coronavirus pandemic.

Music streaming traffic rose 20% during COVID-19 but growth has now halved

Data • Rob Clapp, WARC Data Points, June 2020

An overview of global music streaming traffic on Spotify, SoundCloud and Amazon Music during the novel coronavirus (COVID-19) outbreak.

Spotify inks podcast deals with DC Entertainment and Kim Kardashian West

News • 18 June 2020

Spotify, the music and audio streaming service, has taken two further significant steps to challenge Apple’s dominance of the podcast market by signing exclusive deals with DC Entertainment and celebrity Kim Kardashian West.

Five key trends from the Reuters Institute Digital News Report 2020

News • 17 June 2020

Oxford University’s Reuters Institute for the Study of Journalism has surveyed more than 80,000 people in 40 markets to understand key trends affecting the news business for its latest report – here’s what you need to know.

The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2020

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
Global Ad Trends: The Adspend Outlook

Data • James McDonald, Rob Clapp, WARC Data, February 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts by medium, market, platform and product category.
Global Ad Trends: Three Themes from 2019

Data • James McDonald, Rob Clapp, WARC Data, December 2019

This report summarises the latest research from WARC's Data platform, with a focus on the three key themes from 2019, drawn from an analysis of client readership over the year. These are:
What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2019

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.