While the growth in podcast listeners in the U.S. over the past decade has been dramatic, audience diversity is following a similar path as our national population, as non-White podcast audiences have grown faster than White audiences.
The media landscape is more complex than ever due to the explosion of different platforms, data sources and privacy regulations. These shifts make marketing measurement even harder for advertisers. So, how do you grow your revenue in the current climate?
Although Asian Americans are the fastest-growing population in America, they have a low share of screen across all television programming. The industry can do more to bring authentic stories and depictions to our living rooms.
As Black audiences look to invest their time and money on content, the diversity of content that platforms offer could be the deciding factor for consumers weighing which services to keep after a trial period.
Brands and media companies may benefit in understanding how to meet the demand as Black families are accessing more content than ever and leaning into programming where they can feel seen.
With change coming more quickly than ever, planning and optimizing might seem like a dizzying prospect. It absolutely doesn’t have to be. Importantly, brands need to re-focus their efforts on people—the north star for any marketing message, advertisement or campaign.
With the COVID-19 pandemic continuing to constrain budgets, there is no room for waste or inefficiency. So marketers urgently need to measure real outcomes to maximize ROI.
Branded crossover events, virtual concerts and celebrity influencer participations all fueled a video game groundswell that shows no signs of receding—even as the COVID-19 vaccine promises to allow people to once again be with each other IRL.
Given the scope of change this year, the adjustments that brands and retailers need to make are widespread, spanning everything from communication methods to marketing messaging to varied product assortment—even the best times to communicate with consumers.
Learn how to incorporate branded content into your own marketing plans and measure success in this on-demand webinar.