The podcast has taken another step toward becoming just another marketing channel, with the release this week of the Interactive Advertising Bureau (IAB)’s first buyer’s guide for podcast advertising.
The free “Podcast Playbook: A Guide for Marketers” offers guidance on audience demographics, listener behaviors, creative, ad formats, delivery, targeting and measurement.
It is intended, in part, as pre-conference reading for the third annual IAB Podcast Upfront next month. Last spring, IAB released a Podcast Revenue Study, which showed that podcast ad revenues will jump 85 percent this year over 2016, from $220 million to $119 million.
IAB also published its second Digital Audio Buyers’ Guide in November of last year, which covered digital audio from streaming music to podcasts. A draft 2.0 version of IAB Podcast Measurement Guidelines, which are not included in this new Playbook, were released for comment last month.
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