A Number to Consider: +40%
I don’t know about you, but I love podcasts and don’t have enough time in the day to listen to everything I am subscribed to. (Same as my Netflix, these days.)
Similar to the disruption in television, digital advertising is changing as consumption habits change.
Spotify reported their 2021 Q4 advertising revenue was up 40% YOY. And while that is not podcast-specific, Acast reported that their podcast ad sales were also up 40% YOY. This is after a strong 2020 Q4.
The uniqueness of podcast advertising — you can still do standard programmatic buying — is the implementation of the host-read ads. These ads are more personal and targeted, but require a bit more thought and planning.
But here is a hot-take:
Increased Thought & Planning = Better Results
Tweet of The Week
Social media tip: Give the spark notes.
TikTok Tip
Good advertising interrupts but not in the way you think it does. It interrupts the mind’s path, but not the experience. See what I mean.
Something to Consider
A lot has been made of ESG-initiatives over the last year; and for good reason. If you are unfamiliar, We Are Rival just had a great write up of what this means and why it is important for businesses.
But it is not a buzz word and it is not something you should think about.
No. You have to think about it. And you have to act on it.
If you consider the data, these initiatives will only become more and more important in brand building and drivers of loyalty. It is one thing to think about how ESG strategies are impacting investing:
78% of 18–34-year-olds said that ESG considerations affect their investment choices compared to 67% among the 35-54 age group and less than a third, 32%, of the 55+ demographic.
Nearly two-thirds (63%) of 18-34-year-old said they would choose a new fund manager based on their approach to ESG compared to just 17% of the 55+ age group.
But it is not just investors who have begun to change strategies. Consumers have too. According to a study from Deloitte, consumers have also taken notice and are showing what is important with their wallets.
42% of consumers have changed consumption habits themselves because of their stance on the environment, and 21% have encouraged others to switch to a company whose values align with their opinion on an issue.
These strategies are not to be taken lightly and should only be pursued if you truly believe in them. But take note, these will not decrease in importance.
3 Quick Takes
LinkedIn Ad Post: Late Friday Ad = Great Creativity?