Podcasts reeled in $314m in ad spend last year, finds IAB

Popularised by titles such as Serial, Stuff You Should Know and Ted Radio Hour, the humble podcast raked in $314m (£235m) in ad spend throughout 2017 in the US, according to new research by the Interactive Advertising Bureau (IAB) and PwC US.

That’s an 86% hike on 2016, while the study forecasts revenues on the channel to hit $659 million by 2020.

Of the self-reported data provided by top podcast companies in the study - including Audioboom, How Stuff Works and ESPN Radio - revenue for 2017 sat at...

By Mark Jones, 13 June 2018, 0 comments. Categories: Branding, Content Marketing, Publishing, Video & Audio Marketing.

Reddit roles out native autoplay video ads with focus on user engagement

Following its recent redesign, Reddit has rolled out a new native video ad format that will auto-play by default when a user scrolls through a feed.

The update is part of the massively popular site’s tentative efforts to monetise its 330m active monthly users, which can be widely resistant to any large-scale changes to user experience, particularly when there’s a commercial slant involved.

Users will, however, be able to turn off the autoplay function, while the ads themselves will only be served...

By Mark Jones, 13 June 2018, 1 comment. Categories: Native Advertising, Social Media Marketing, Video & Audio Marketing.

Instagram could be targeting YouTube’s influencer bucks with 60-minute videos

Instagram is rumoured to be rolling out long-form video in what could be a play by Facebook to poach a growing portion of ad spend from YouTube, owned by arch-rival in ad tech Google.

While Instagram currently supports hour-long live streams, videos are capped at just 60 seconds, but unnamed sources speaking to WSJ say this could be extended to 60 minutes, which could make the photo-sharing platform a whole lot more attractive to influencers.

The news comes despite Instagram already becoming the dominant force of...

The psychological perspective: Can video size affect campaign success?

It’s Saturday night. You’re on your couch under the blankets watching that new romantic drama that came out. The man and woman fall in love, but then something happens and everything gets messed up. At a certain point you find yourself sobbing until they finally make up and she runs into his arms and they kiss and live happily ever after.

Have you ever experienced a similar feeling, be it with a romantic film, a horror film, action or even a sponsored ad? That feeling of watching something and...

By Rachel Zalta, 24 May 2018, 0 comments. Categories: Campaigns, Video & Audio Marketing.

The three priority tasks of the Chief Influence Officer for 2018 and beyond

2017 has seen a systemic change in influencer marketing. Innovative brands such as Nissan UK have integrated influencer marketing throughout the customer journey, making it an integral part of their marketing and communication strategies.

Other organisations have moved from experimentation to transformation, now acknowledging how influencer marketing is transforming workflows, processes and expertise across multiple...

By Nicolas Chabot, 11 April 2018, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

How viral content became a hotbed of online ad fraud and what can be done to stamp it out

Just weeks ago, Unilever, one of the biggest advertising spenders in the world, threatened to pull ads from digital and social platforms if they fail to eradicate content which “creates division in society and promotes anger and hate.” Considering that Unilever spent over $9 billion (£6.4) billion on advertising in 2017 and recently stated its intention to increase this spend by £220 million in 2018 (

By Nigel Gilbert, 09 April 2018, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

From brand storytelling to “storyliving” through VR

In the earliest days of television, no one had quite figured out the complicated new medium and the earliest TV programs reflected that. Many were just a camera pointed at people doing a radio show. It takes time to understand and create new stories in a new medium.

It may sound silly, but today’s commonly accepted practices around establishing shots and flashbacks were once clever new devices in film and television storytelling.

VR is the next evolution of visual storytelling. And it brings new...

By Rob Kendal, 04 April 2018, 0 comments. Categories: Branding, Video & Audio Marketing.

23% of UK population listened to a podcast in the last month

According to Acast, the podcasting boom is still well underway, with a survey of 1,335 adults showing that 23% had listened to at least one in the last month.

The company has launched a quarterly Audio Intelligence report to rack audio consumption habits in the UK, US and Australian markets.

“This research is crucial to understanding where the industry is headed,” said Susie Warhurst, UK Director of Content. “The more we know about how people behave and what they think, the better we can...

By Colm Hebblethwaite, 29 March 2018, 2 comments. Categories: Video & Audio Marketing.

Report says brands need to wake up to “dramatically shifting” needs of children

Brands that sell products to children need to make sure that they understand the “dramatically shifting” environment that young people are growing up in.

20,000 UK children were surveyed as part of the latest Future Forecasts report form the research agency Kids Insights. Among the key changes that brands need to consider are technological changes, the evolving demands of younger consumers, the rise of YouTube stars and the increasing demand for gender neutral products.

The report comes as brands...

By Colm Hebblethwaite, 23 March 2018, 0 comments. Categories: Advertising, Social Media Marketing, Video & Audio Marketing.