蘑菇AV

鈥淲e're using [MMM] for high-level media planning and budgeting,鈥� Echo Sandburg, chief brand officer, CP Skin Health Group US, said on a recent 鈥淏ehind the Numbers鈥� podcast.

In October, the company started managing podcast comments through auto-moderation because the task of approving comments had become burdensome for podcasters. 鈥淲e get a lot of people commenting 鈥� previously, the costs of moderation were just prohibitive for a company like us, so that鈥檚 been a great boon for us,鈥� Spotify CTO Gustav S枚derstr枚m said on the Q4 earnings call.

Current measurement solutions aren鈥檛 perfect, but consumers have made themselves clear: Podcasts are here to stay. Current attribution solutions can provide directional insights while meaningful progress is made by podcast distributors and measurement providers. Consider video podcasts. Thanks in part to social video clips, video podcasts are becoming increasingly popular.

This is likely a combination of an increase in animated video consumption, along with passive viewing during activities like breastfeeding. 78% of mothers have listened to a podcast, according to Edison Research. This is up from 69% in 2023. The number of mothers who listened to a podcast in the last week jumped to 43% from 32% in 2023.

Podcasts are gaining popularity. Podcasts provide an opportunity for in-depth industry discussions and thought leadership in a way that resonates with B2B audiences. In a 2024 HubSpot survey, 91% of marketers said they plan to maintain or increase their 2025 investments in podcasts and audio content. In addition, 50% plan to increase their podcast advertising, per Madison Logic.

Evaluate advertising to Gen Zers via podcasts. More like this:. Social media overtakes search engines for discovery among Gen Z and millennials. There isn鈥檛 a clear go-to platform for social search among Gen Z. Gen Z Technology and Media Preferences 2024. Path to Purchase: Moving from Awareness to Conversion webinar.

鈥淚f you look at how teens spend their time on Instagram, they spend more time in DMs than they do in Stories, and they spend more time in Stories than they do in-feed,鈥� Adam Mosseri, Instagram鈥檚 head, said during an episode of the 鈥�20VC鈥� podcast. TikTok may be moving toward messaging and other private social engagement features, according to Axios.

鈥淚 will not be surprised if there is significant tension and lawsuits between the two companies to arrive at a deal,鈥� our analyst Paul Verna said on an episode of the 鈥淏ehind the Numbers鈥� podcast. Industry experts are valuing Hulu at upwards of $40 billion, and with good reason. Hulu is one of the few major streaming services that is seeing a profit, said Verna.

While Meta struggles with innovation and attracting younger users, at Snapchat, innovation and Gen Z users are in high supply. So why is the company struggling? 鈥淪nap doesn鈥檛 lack when it comes to innovation,鈥� our analyst Jasmine Enberg said on a recent episode of our 鈥淏ehind the Numbers鈥� podcast. 鈥淏ut there are serious questions about the health of its core business, and it really needs to focus on turning those things around.鈥�

While modestly below analyst expectations, the platform鈥檚 continued growth鈥攁longside a surge in TV viewership and podcast consumption鈥攕ignals that marketers are leaning into premium digital video as cord-cutting continues, per our March forecast. Smaller platform Peacock is turning its business around.

Podcast listening, another key source of current affairs information, is significantly lower among Francophones. At just 29%, weekly podcast listening by Francophones was 15 percentage points lower than that by Anglophones. This is consistent with lower Francophone trust levels in digital media. Ecommerce penetration in Quebec mirrors the lagging digital adoption trend.

鈥淓very tool that exists right now is getting AI infused into it,鈥� our analyst Henry Powderly said on a recent episode of the 鈥淏ehind the Numbers鈥� podcast. Indeed, 24.0% of people in the US will use generative AI at work next year, per our June 2023 forecast.

Listen to the full podcast. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

As 2024 heads into the last quarter, the tech and media landscapes face pivotal shifts. From a potential AI backlash to new Google consent workflows, and TikTok鈥檚 future, these medium-term predictions, shared by our analysts on a recent two-part episode of 蘑菇AV鈥檚 鈥淏ehind the Numbers鈥� podcast, spotlight the challenges and opportunities that may lie ahead.

Alex Cooper, co-founder of the popular 鈥淐all Her Daddy鈥� podcast, launched the Unwell Network under her production company to recruit top creators like Alix Earle to start their own shows. Remi Bader, a fashion influencer who has amassed more than 2 million followers on TikTok, advised creators: 鈥淏uild your brand out, think about every platform.

On today's podcast episode (part 2), we discuss what the end of cookies means for publishers, what new media business models look like, and who's done the best job of pivoting to digital. "In Other News," we talk about when brands should disclose that they have used AI and whether Spotify's new video learning courses can move the needle. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Daniel Konstantinovic.

鈥淪ocial media plays a much bigger role in influencing everything Gen Z does, but this is very different from saying Gen Z over-indexes with social commerce,鈥� our analyst Blake Droesch said on the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. 鈥淸Social鈥檚] influence at the top of the funnel is really predominant, but it鈥檚 not necessarily where the majority of Gen Z are doing all of their shopping.鈥�.

Millennials are the No. 1 audience for podcasts (for now). With a 58.8% penetration rate, millennials are currently the top podcast listeners鈥攂ut Gen Z will surpass them by 2026, per our forecast. What does it mean for advertisers? Millennial behavior offers a glimpse into how younger generations鈥� digital habits will shift as they age.

Please give us a rating and review wherever you listen to podcasts and follow us on Instagram at BehindtheNumbers_podcast to see how Suzy's tomato plants are doing. Suzy Davidkhanian:. Yes, it's a farm now. Sara Lebow:. How Suzy's Tomato Ranch is doing. Thank you, listeners. Suzy Davidkhanian:. Thank you. Sara Lebow:. And to Victoria who edits the podcast.

Podcast advertising is also maturing as podcast networks in Canada deliver better scale and flexibility for brands. Sources. Edison Research. Media Technology Monitor. Rehweel.

鈥淚f you鈥檙e in Alabama, you should run a very different bookstore to if you鈥檙e on the Upper West Side of Manhattan,鈥� said Daunt on the 鈥淏usiness Studies鈥� podcast as reported by Insider. Curating stores based on location creates a loop that helps Barnes & Noble sell even more books.

鈥淚ncreasing competition, better devices, and new media are going to make foldable phones more attractive this year,鈥� our analyst Yory Wurmser said on an episode of the 鈥淏ehind the Numbers: The Daily鈥� podcast. 鈥淚 expect to see them take off.鈥�. Driving the prediction:. Foldable phones will account for 2.2% of the smartphone market in 2024, up 38% YoY, according to TrendForce.

鈥淎dvertisers are just wedded to Meta,鈥� our analyst Debra Aho Williamson said on our 鈥淏ehind the Numbers鈥� podcast. 鈥淔rom the perspective of an advertiser wanting to have a regular, reliable partner to advertise on, Meta is still going to get that lion鈥檚 share of dollars.鈥�. Staying loyal: The familiarity and ease of Meta鈥檚 ad tech has cemented its position as a go-to ad platform.

Marketers would likely scatter their TikTok influencer dollars across multiple channels, including go-tos like Instagram and YouTube, other social platforms like LinkedIn and Snapchat, as well as podcasts, CTV, and out-of-home. The loss of TikTok Shop would leave a social commerce gap. There鈥檚 nothing else quite like it in the market for sellers, creators, or consumers.

That's An e-Marketer podcast made possible by Awin. Happy Weekends.