Podcasts still have a ways to go before catching up with traditional radio. As marketers try to reach the growing audience of digital audio listeners, podcasts stand out in a few key ways.

This report features eMarketer’s December 2018 update to our B2B US digital ad spending forecast. It also explores the trends that are driving (and preventing) increased spend in 2019 and beyond.

Fragmented and rudimentary measurements prevent more brands from buying in to podcasts. However, some of these issues may improve as ad standards emerge.

Direct-to-consumer brands are growing fast and disrupting the retail industry. How are these brands successfully reaching and converting customers, earning their loyalty, and capturing more of their online and offline spending?

Podcast ads are a rising format for B2Bs, and some are finding success by using podcasts as a driver of direct buyers.

For KFC, acknowledging the distracting nature of digital ads and making the experience more enjoyable is key. "That may manifest itself in an 8-hour interactive live stream of a room full of kittens playing with a Colonel-shaped cat climber," said Steve Kelly, director of media and digital at the fast-food chain.

Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.

The US often leads the pack in terms of digital advertising adoption and innovation. But that’s not the case with programmatic audio.

The podcast ad market is taking off as people increasingly tune in. But large brand advertisers still want better measurement and analytics before they really buy in.

Daily time spent with digital media will surpass traditional media in 2018. Increased time with digital video, which will reach 1 hour, 26 minutes, is a main driver of the increase of time spent with digital media.

More than one-fifth of the US population will listen to a podcast at least monthly in 2018. Even though the medium can be a powerful vehicle for advertisers to reach a so-called “unreachable” audience, most major brands have yet to take advantage of the opportunity.

National Public Media's Gina Garrubbo and Bryan Moffet discuss why advertiser interest in NPR's podcasts keeps growing, and how it works with advertisers to create organic ads.

Alex Shear, director of acquisition at Simplisafe, talks about why the brand invests in podcast advertising and how it creates ads that audiences actually want to hear.

Rion Swartz, senior director of marketing and brand management at LegalZoom, talks about the evolution of podcasting and how to best capitalize on listeners.