The State of Podcasting in 2018

2017 was the first year that Ad Results Media’s clients spent more in podcasting than radio?—?all because the revenue from podcasts is growing so quickly. To put this into context: as podcasts audiences continue to grow, Ad Results Media has seen rates for podcast ads go up as much as 4,000 percent proportionally.The wider industry’s ad revenue reflects this growth: between 2016 and 2017, ad revenue grew 85 percent and is expected to reach more than $220 million by the end of 2017.How close is the podcast industry to adopting standards across the board?Once the leading companies implement them, we’re going to get to a level playing field where everybody is speaking about the same numbers when it comes to a download. When Apple allows publishers to share [listener] data with advertisers and analytics companies, we can start to track the relation between listening patterns and results. Hernan Lopez