New analysis from Gumball, ART19, and Signal Hill reveals host-read ads can share their effectiveness when they are targeted to other podcasts in an adjacent category or genre, outperforming a standard ‘Announcer Read’ on upper-funnel metrics (download study here). These ads are defined as ‘Talent Reads’ — ads voiced by talent from an existing podcast who are not featured in the specific podcast where the ad is being inserted. The study indicates that ‘Talent Reads’, with a 4-point absolute lift in purchase intent compared to the 1-point lift for ‘Announcer Reads’, are the most effective way to extend host influence and improve programmatic revenue in podcasting. Gumball will begin offering ‘Talent Reads’ in its ad platform in Q2 of 2024.
While programmatic revenue has grown considerably since 2021, it still only represents 11% of total revenue according to the Iab’s most recent revenue study, compared to nearly 90% in digital media more broadly. Gumball,...
While programmatic revenue has grown considerably since 2021, it still only represents 11% of total revenue according to the Iab’s most recent revenue study, compared to nearly 90% in digital media more broadly. Gumball,...
- 3/27/2024
- Podnews.net
After Gumball transformed the way host-read podcast ads are bought and sold, the advanced advertising technology solution has today announced it will now be available to YouTube content creators and advertisers. Having served hundreds of podcasters that deliver content through YouTube, Gumball now brings its democratizing technology and model to the video content platform and expands to support content creators of all kinds and genres.
Launched in 2020 by the team behind the acclaimed podcast network Headgum, Gumball streamlines the process of buying and selling host-read ads. While seen as the most valued inventory in podcast advertising it is one of the last forms of digital advertising untouched by technology or delivered at scale. With just a few clicks, it allows marketers to instantly identify and buy inventory on multiple podcasts, plus plan, manage, and track executions at scale in minutes rather than weeks. It allows campaigns to be planned, managed,...
Launched in 2020 by the team behind the acclaimed podcast network Headgum, Gumball streamlines the process of buying and selling host-read ads. While seen as the most valued inventory in podcast advertising it is one of the last forms of digital advertising untouched by technology or delivered at scale. With just a few clicks, it allows marketers to instantly identify and buy inventory on multiple podcasts, plus plan, manage, and track executions at scale in minutes rather than weeks. It allows campaigns to be planned, managed,...
- 3/28/2023
- Podnews.net
Gumball, an advanced advertising technology solution from the team behind acclaimed podcast network Headgum, today announces Gumshoe, a sophisticated feature that for the first time provides advertisers with a transparent real-time tool to measure ad impressions from host-read ads. Helping to deliver on Gumball’s mission to democratize how podcast ads are bought and sold, Gumshoe allows advertisers to obtain information on their campaign delivery within a single platform without relying on third parties, while allowing podcasters to demonstrate their value and increase trust.
Host-read advertising is the vehicle that built the ever-growing podcast medium. However, it is one of the few areas of digital marketing untouched by technology or delivered at scale. Launched in January 2020, Gumball is an innovative technology-led marketplace that changes this dynamic by streamlining the process of buying and delivering host-read ads for advertisers and independent podcasters. Gumshoe further automates the process of planning, buying, managing,...
Host-read advertising is the vehicle that built the ever-growing podcast medium. However, it is one of the few areas of digital marketing untouched by technology or delivered at scale. Launched in January 2020, Gumball is an innovative technology-led marketplace that changes this dynamic by streamlining the process of buying and delivering host-read ads for advertisers and independent podcasters. Gumshoe further automates the process of planning, buying, managing,...
- 9/27/2022
- Podnews.net
As the world continues to navigate the coronavirus pandemic, audiences are binging many forms of entertainment, primarily TV and films. But there is another binge-worthy medium that is providing a more personal form of entertainment: podcasts.
There are thousands upon thousands of podcasts out there, ranging from comedy to news to scripted dramas to docuseries to talk shows — many of which have been the source of inspiration for TV series such as Lore, Homecoming, Comedy Bang! Bang!, 2 Dope Queens and others.
More from Deadline'Magnum P.I.,' '77 Sunset Strip' Producer Joel Rogosin Is Fifth Mptf Motion Picture Home Resident To Die Of CoronavirusStuntmen In Quarantine: Take A Punch, Give A Kick - But Don't Forget To SanitizeSAG-AFTRA Hosts Webinar To Update Talent Agents On Industry Shutdown And Employer Declarations Of Force Majeure On Shuttered Shows
You would think that since lockdown, there would be a surge in podcast binging,...
There are thousands upon thousands of podcasts out there, ranging from comedy to news to scripted dramas to docuseries to talk shows — many of which have been the source of inspiration for TV series such as Lore, Homecoming, Comedy Bang! Bang!, 2 Dope Queens and others.
More from Deadline'Magnum P.I.,' '77 Sunset Strip' Producer Joel Rogosin Is Fifth Mptf Motion Picture Home Resident To Die Of CoronavirusStuntmen In Quarantine: Take A Punch, Give A Kick - But Don't Forget To SanitizeSAG-AFTRA Hosts Webinar To Update Talent Agents On Industry Shutdown And Employer Declarations Of Force Majeure On Shuttered Shows
You would think that since lockdown, there would be a surge in podcast binging,...
- 4/22/2020
- by Dino-Ray Ramos
- Deadline Film + TV
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