It’s the year of the podcast


Podcast advertising is on its way to the big leagues. At least, that is the logical conclusion from IAB’s U.S. Podcast Advertising Revenue Study released yesterday.

To be more specific, the IAB predicts that podcast advertising will grow as much in the next two years as it has in the previous decade. In 2019, podcast ad revenue was $708M. By 2020, that figure had risen to $842M.

Which ad formats brought in the most revenue? Here are some juicy statistics:

  • Mid-roll spot placements accounted for 76% (three-fourths) of total revenue.
  • 50% of podcast ads lasted longer than 30 seconds.
  • DTC brands had the highest market share (19%) of all verticals, while pharmaceuticals accounted for 9% (double from last year).

According to Eric John, Vice President of IAB Media Center, “brands are continuing to shift to podcasting simply because it works: When they run an ad, the cash register rings.”

It’s a pretty solid answer that leaves us optimistic for the future of podcast ads.


Did iOS 14.5 cause a rise in Facebook ad spend?

Yes. By a lot.

StitcherAds, a tech platform, analyzed the change in 46 retailers’ Facebook spend. The retailers studied were advertisers who spent at least $300,000 per month in the previous year.

The results:

  • Between April 3 and April 30, ad spend increased 135.7 percent when compared to the same period last year.
  • Compare this to the MoM average spend between March 6 and April 2, which increased by 19%.

Overall, following the iOS 14.5 update, Spending increases have remained above 90% on a month-to-month (MoM) and year-to-year (YoY) basis.

It makes sense: If it’s harder to reach customers, you’ll have to spend more.


When a 1000% boost in sales is not enough


Stop us if you’ve heard this story before. A brand goes viral on TikTok and Instagram. They get new customers, but then the fire dies… And they’re unable to replicate that success.

Smart marketers turn that fire into long-term growth, and no, this isn’t about CLTV strategies. This is about knowing your data.

Here’s a story from Attest, a company that helps businesses profile their consumers to develop an effective marketing strategy.

Meet Little Moons. They make delicious, mochi ice cream bites. They went viral on TikTok. A dream, right?

The problem: the audience that made Little Moons go viral wasn’t the same audience that could help them scale.

Their TikTok audience was made primarily of young women in their late teens/early twenties. But consumer profiling with Attest made them realize that people who buy premium ice cream on a habitual basis are quite different: they’re the affluent 30+ demographic.

The solution? Use the TikTok buzz to reach older audiences on other platforms. How to do that is the key, right?

You can read exactly what Little Moons did here.

The result is more consistent revenue and long-term financial success. A success that’s just as sweet as Little Moons’ ice cream.

Discover how Little Moons turned a viral trend into long-term results!


See you later?

If you want to know some of the people behind this newsletter, and if you’ve got any burning questions to ask, join us for an hour today from 1 PM to 2 PM Eastern time (open in the browser, not calendar app). We’ll be talking newsletters, marketing, and a sneak peek at some of the insights from next month’s deep dive.

What you need to enter: Nothing! No caveats or sneaky sales here. There’s also no registration required. Just add it to your calendar and find the Zoom link here.

Because of the Zoom plan we’re running, the call will be limited to 100 people. You’ll join with your mic and camera off so don’t worry about the call-joining awkwardness plague that we’ve been enduring for the past year.

And if you can’t make it but want to hear The Crew answer some questions, shoot us a reply to this email and we’ll do our best to get to them. We’ll share a recording of the call afterwards.


From organic traffic to paying customers


If you’re creating excellent content, chances are you’ll want to put some of it behind a paywall. But when you do, problems start to arise. Namely, how can you get people to organically discover your content if it’s behind a paywall?

Fortunately, it’s possible to draw people to paywalled content through SEO – if you know what you’re doing. Arron Westbrook from DeepCrawl shared some tips on how you can achieve this. Let’s take a look:

+ Use proper structured data

If you don’t tell Google that your content is paywalled, you could risk violating their guidelines. You can read how to do this properly in Google’s documentation here.

+ Optimize for specific informational keywords

When you’re writing content, Arron recommends targeting specific queries rather than broad searches. When your content answers a very specific question, people are more likely to subscribe.

+ Include an excellent lead-in

What’s a lead-in? It’s a catchy and informative introduction section of an article. You’ll see this being used on news sites – they hook the reader and then hit them with the paywall form. This can work very well, especially if your lead-ins are interesting.

The Crew’s tip: This works for more than just SEO, too. Check out our Insights landing page, where we show previews of our deep dives before someone subscribes.

Paywalled content is probably more common than you think. Generally, providing a preview of that content (or providing free samples of it) can be a great way to convert people from casual users to paying customers.


YOUTUBE: Google digs YouTube audio ads. Now they want you to dig ‘em too.

ADVERTISING: It appears that Facebook’s angle of “support us staying free by enabling ATT” is working. Sky News has begun to do the same.

GOOGLE: Guess who’s back: Google’s I/O (virtual) conference, along with some juicy Core Web Vitals events.

MICROSOFT: Engagement is the name of the game in PPC. This is a cool guide on how to use Microsoft Ads’ newly released video extensions to engage consumers.

ADVERTISING: Google is on fire lately with updating its APIs. This time, they’ve updated the Ad Manager API with useful new features.


If I am holding a bee, what do I have in my eye?

You can find the solution here.


Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

Doge millionaires are quitting Goldman Sachs



Well, at least one doge millionaire is.

After reportedly making a large chunk of cash from investing in Dogecoin, a senior manager at Goldman Sachs in London has resigned.

His name is Aziz McMahon and he worked at Goldman for 14 years.

How much did he make at Goldman? Aziz declined to comment, but you can look at Goldman Sachs salaries for executives and do the math…for how much he used to make, at least.

Before you get too inspired by this story and invest all your spare change in Elon Musk’s darling, remember the words by Andrew Bailey, the governor of the Bank of England, about cryptocurrencies:

“Buy them only if you’re prepared to lose all your money.”

Or, don’t listen to Andrew’s advice, and collect all the doge you can. It’s a crypto world and we’re just livin’ in it.

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