More advertisers are including podcast ads in their long-term marketing plans, rather than just using podcasts to experiment with
Copyright © 2020 eMarketer Inc.Meanwhile, quarterly ad buys and scatter ad buys, where ads are purchased closer to the time they air, declined — making up 31% and 21%, respectively. According to the IAB, podcast ad revenues totaled $479.1 million in 2018 and $708.1 million in 2019.
This is a sign that more advertisers are including podcast ads in their long-term marketing plans, rather than just using podcasts to experiment with. It's a testament to the rise of the podcasting industry: Listeners are increasing rapidly — eMarketer US podcast listeners to grow by nearly 15% to surpass 100 million this year — and podcasting platforms have responded by working to meet the technological needs that advertisers have come to expect from digital formats.
Podcasting previously lagged behind other formats in providing marketers more granular metrics and targeting capabilities, for example, and this year alone, Spotify rolled out new
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