The Shoppe - Podcast Advertising, Facebook Lawsuits & More
54% of these listeners have said that getting an advertisement on a podcast, compared to other placements, makes them more likely to purchase a product.
While Super Listeners have noticed an increase in advertising on podcasts, 49% say their opinion of a company is more positive when mentioned on a podcast they listen to regularly. 48% of Super Listeners say they pay more attention to ads on podcasts than any other form of media, and 46% say that when price and quality are equal they prefer to buy products that sponsor the podcasts they listen to. While the podcast advertising space could soon become crowded, the Super Listener survey accurately depicts its potential.
This week, the Federal Trade Commission along with several states, have sued Facebook alleging that the social media giant has engaged in anticompetitive behavior. In an attempt to restore competition and create an atmosphere for innovation and freedom to compete, the lawsuits call for the spin off of Instagram and WhatsApp. In addition to breaking up the company, the lawsuits seek to keep Facebook from engaging in similar anticompetitive conduct like preventing competitors access to its customer base. While it is uncertain whether or not the investigation will succeed in breaking up the social media service, we can expect to see greater regulation of the major tech companies, as well as legislation attempting to prevent companies from becoming too powerful.
A recent study done by MAGNA Global, IPG Media Lab and Snap Inc. has found that as video consumption habits evolve due to the increased popularity of short-form content, shorter ads are proving to be increasingly effective. The study tested 6-second and 15-second ads for four brands; Clinique, Mini Cooper, Lego and an undisclosed major CPG brand. The study found that 6-second and 15-second ads resulted in almost identical increases year-over-year in both brand preference (+9% and +10%) and purchase intent (+5% and +4%). Additionally, the report shows 15-second ads beginning to feel intrusive. While this can be attributed to the rise of short-form content consumption like that of TikTok, brands should be simplifying their messaging to maximize the impact of ads. Whether running a 15-second or 6-second ad, advertisers should not only be optimizing their ads for mobile devices, but delivering quick and short messages to maximize ad effectiveness in the age of short-form mobile content consumption.
Apple has announced their newest subscription service, Fitness+. Launched December 14th, the digital fitness service offers users access to workout videos on their iPhones, iPads, or Apple TVs as well as the ability to sync exercise metrics from their Apple Watches. Incorporating aspects from Apple Watch and other services like Apple Music, Fitness+ focuses primarily on video workout content, at only $9.99/month. It is also part of the Premier Apple One plan bundled with Apple Music, TV+ and other Apple products for $29.95/month. The app allows users to sort and filter based on workout duration, instructor or type of music, and recommends classes based on user activity, including any data saved to Apple Health from other apps such as Peloton. While the service’s launch caused only a temporary dip in Peloton shares, it will be interesting to see how the cheaper alternative affects its competitors.
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