Market Enginuity Blog

Topic: Podcasts

How Public Media Shaped the Podcast Industry

Public radio is a beloved and venerable institution. For more than 50 years, it has been at the forefront, influencing how Americans get their news and entertainment. It has helped pioneer new technology and mediums, such as early digital options with online radio and podcasts, creating a symbiotic relationship […]

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How Podcasts Expanded Public Radio's Reach

Though podcasts are still a relatively new medium, they have become an incredibly popular format that grows in listenership daily. With thousands of shows available on-demand, fans can listen to their favorite content when it’s most convenient for them, whether it’s at home, at the gym, or in the car. 

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The Importance of Local Public Radio and Local Immersion

Public radio is a highly effective avenue for not only engaging with listeners, but also immersing yourself in their psyche. For example, at the height of the COVID-19 pandemic, some 57 million listeners tuned in to NPR. Moreover, 92% of public radio listeners are active in their communities. 

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Establishing the Proper Share of Voice in Podcasting

Throughout any podcast campaign, it's important that marketers consider an appropriate brand presence on the show(s) they sponsor. Establishing a sense of “reach & frequency” similar to more traditional broadcast platforms will magnify the impact of your campaigns, and ultimately, drive ROI. Here's how to […]

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What Podcast Rankings Mean and How Much They Matter

In today’s media-buying landscape, scale is crucial. After all, you could have the greatest sponsorship copy the world has ever heard or have a groundbreaking product, but it won’t matter if your message doesn’t reach anybody. One of the greatest obstacles marketers face is that they have limited capacity to […]

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How to Create Compelling Copy for Podcast Advertising

As podcasting grows into a more significant part of the media landscape, sponsors are rapidly learning how to leverage the medium to generate more significant ROI. This makes sense as the platform provides a unique advantage, delivering a ready-made, targeted audience that is engaged. The ads are relevant, […]

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Boost Your Podcast Ad Performance with Cross-Platform Marketing Solutions

While technology has undoubtedly revolutionized the way businesses market their products, the information overload that comes can make it more challenging for brands to effectively capture their target audience’s attention.  

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Podcast Sponsorship Campaign Measurement: 4 Ways to Gauge ROI

As a critical component in most lines of business, marketing must be able to gauge ROI and its ability to improve your bottom line. Beyond experience and strategy, savvy marketers will ensure they have tangible insight into what their target audience responds to. They'll also know what is working for their […]

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2021 Podcast Revenue on the Rise – A New Study from the IAB

The world of podcasting has grown exponentially over the last few years, and continues to build momentum coming out of an unpredictable year. In fact, podcast advertising is expected to grow as much in the next two years as it did in the past decade.  

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Podcast Advertising: More Than One Way to Buy

With significant increase in listenership and an expanding pool of interested buyers, podcasting has become a staple component of the advertising ecosystem.

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