To gain some clarity about where B2B podcasting is headed, eMarketer spoke with several B2B insiders for our upcoming “B2B Digital Ad Spending Forecast,” report.
Robert Rose, Chief Strategy Officer, Content Marketing Institute: More B2B organizations are launching and experimenting with podcasts. There's still a low success rate with them, but the reasons for that are consistency and the challenge of differentiating yourself. Measurement and lack of data in some of the platforms, whether it be iTunes or others, is also a challenge.
Rion Swartz, Senior Director of Marketing and Brand Management, LegalZoom: We've lumped podcasts into our radio budget. In my mind, it's an evolution of terrestrial radio. In some cases, it's even better than terrestrial radio as far as an advertising vehicle.
Mihir Nanavati, Vice President of Product, RollWorks, a Division of AdRoll Group: We're still collecting data points and we haven't seen enough data that signifies a very heavy focus on podcasts. There might be certain industries or use cases that have more relevance for podcasts than other alternatives, but it's not something that we have heavily invested in. We're just keeping an eye on it right now.
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