IAB’s ‘Podcast Playbook’ guide for marketers

IAB has released the ‘Podcast Playbook’ guide for marketers. The guide helps marketers understand audience demographics, listener behaviors, creative ad formats, delivery, targeting and measurement. The IAB team says, “Nearly a quarter of the 12+ population in the US listens to podcasts on a monthly basis, according to Edison Research’s ‘Podcast Consumer 2017’. That significant percentage presents today’s marketers with great opportunities to engage with digital media consumers through podcast advertising. Podcast listeners are highly engaged, react positively to ads in podcasts,... [...]