Netflix Explores Video Podcasting

The DL: YouTube is the top platform for podcast listening, surpassing Spotify and Apple Podcasts, according to Edison Research. With 31% of weekly and 33% of monthly podcast listeners choosing YouTube, its video-first approach is a key advantage. As 42% of U.S. adults prefer podcasts with visual elements, platforms like Netflix are also exploring video podcasting. For marketers, this shift highlights the need to embrace podcasting shifting toward a visual medium—especially with U.S. podcast ad spend projected to hit $2.55 billion in 2025.

TV Viewership Data Discrepancies

The DL: The evolving landscape of television viewership measurement is causing increasing uncertainty for the $60 billion advertising industry. Traditional metrics from Nielsen, which once dominated ratings, are now being questioned due to discrepancies in data across streaming platforms, set-top boxes, and smart TVs. New competitors like VideoAmp and emerging technologies are challenging Nielsen’s monopoly, creating confusion over what constitutes a hit show. As media companies struggle to reconcile varying data points, the lack of a unified measurement system complicates advertising strategies. For advertising agencies, the shifting measurement landscape presents both challenges and opportunities, as precise viewership data is crucial for optimizing ad spend and campaign effectiveness. The need for a standardized, reliable third-party metric is now more urgent than ever.

Pinterest's Resurgence

The DL: Pinterest has become an increasingly effective platform for brands aiming to boost traffic, enhance sales, and engage potential consumers, with a 55% increase in clicks and a 26% rise in posting frequency since 2023. The platform's 500 million monthly users, 42% of whom are Gen Z, present PR professionals with opportunities to improve brand visibility. Key to success on Pinterest is understanding its appeal as a space for inspiration, learning, and discovery, and leveraging its positive, inclusive community. Successful campaigns require clear intent, targeted content, and strategic use of keywords to align with consumer searches. Brands are encouraged to use storytelling through static images, as image impressions grew by 24% while video impressions dropped by 54%. The platform favors authentic, solution-oriented visuals and benefits from user-generated content that showcases products in real-life scenarios. Ultimately, marketers should prioritize inspiration and avoid overwhelming Pinterest’s audience with overly polished or unfocused content.

GroundTruth Audio Ads

DL: GroundTruth, a media platform specializing in foot-traffic driving media activations, is now offering audio ad products with built-in foot-traffic attribution. Recent estimates from eMarketer indicate over 228 million people regularly listen to digital audio in the US. GroundTruth’s new foot-traffic audio ad product could be perfect for some businesses to capitalize on those regular listeners. Seeing what your brand’s in-store purchasers are listening to and converting with will bring new efficiencies to your marketing mix and create smarter budget plans. Leveraging new data collection tools to improve your advertising campaigns should always be a core focus for campaigns; if audio is a strong piece of your mix this one could be worth checking out.

What's the download at hm?

As Black History Month comes to a close, let's remember that the celebration, acknowledgment, and appreciation of Black history is not confined to a month but resonates throughout the entire year!

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