🚀Sports Fandom Thrives in Audio: 64% of US Fans Tune into Podcasts and Radio
IAB Australia Highlights Risk of Wasted Ad Spend on MFA Sites: What Advertisers Need to Know
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🎙️IAB Australia Highlights Risk of Wasted Ad Spend on MFA Sites: What Advertisers Need to Know
🚨 Podcast Insight: Sports Fandom Thrives in Audio: 64% of US Fans Tune into Podcasts and Radio
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🎙️IAB Australia Highlights Risk of Wasted Ad Spend on MFA Sites: What Advertisers Need to Know
The industry is calling upon taking the MFA issue seriously, and for the industry to unite in minimizing ad spends on these sites, along with any associated participants. This comes after a strong IAB Australia warning.
What is MFA?
MFA stands for Made for Advertising. It refers to websites that rely on eye-catching headlines, clickbait, and controversial content in order to generate ad revenue. Most of the time, this is at the expense of good content and features an oversupply of ads and popups. Though MFA websites aren't outright scammy per se, they usually can't help provide meaningful results—the meaning here is wasted ad spending when a campaign gets stuck in the vortex of MFA websites.
What is the warning?
Not only the publishers who invest in quality content, but the IAB guidance paper also depicts MFAs as an outright waste of money for brands that exposes their advertising campaigns to risks due to such types of websites. Besides, this paper indicated, MFAs cause inferior consumer experiences, which lower trust in the industry.
Jonas Jaanimagi, IAB Australia Tech Lead commented
“Our goal with this document is to support each part of the ecosystem with guidance that will not only reduce exposure to MFA sites - but as a direct consequence, reduce wastage, benefit genuine publishers, ameliorate consumer experiences online and ultimately improve both campaign performance & advertising ROI.
“Our guidance is not exhaustive, but we highly recommend that buyers, sellers and vendors review and consider these recommendations. We welcome feedback from all on our guidance,” said Jaanimagi.
The Exposure
MFA websites present a surging media quality issue to advertisers. A June 2023 report by ANA found that, on MFA sites, programmatic buying has resulted in wasted spend of 15% and impression waste of 21%.
Correspondingly, these websites will usually be filled with eye-catching headlines, clickbait, and controversial interest-driven content that ensures maximum page views and ad revenues. These MFA websites end up providing low quality traditional content, further embracing intrusive advertising techniques like pop-up windows and auto-play videos to maximize returns.
What this means?
The concern for advertisers is the possibility that their ads may not get to engage with their target audience in a brand-safe environment, thereby wasting money and potentially jeopardizing reputation. Advertisers need to be much more careful about ensuring their ads appear on trustworthy, premium sites to enable their campaigns to be as effective as possible.
Our take
It says that in order to keep a clean brand image and to reach their target effectively, they need to focus on quality before quantity when it comes to website selection for campaigns. In other words, by being more selective and conscious of websites they partner with, one can be certain that ads are going to the right people, adding to and not deterring from a brand.
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🚨Sports Fandom Thrives in Audio: 64% of US Fans Tune into Podcasts and Radio
64% of sports fans in the U.S. listen to at least some audio sports content on radio, podcasts, or SiriusXM—further underlining the major role audio content plays within sports fandom ,According to Edison Research's Sports Audio Report.
The Takeaway
The report indicates that sports is a favourite pastime since it has approximately 186 million sports fans aged thirteen and above residing in the United States, which give a two-thirds percentage of the American population. Sixty-eight per cent of the fans reported using sports to bond with family, and young sports fans are now curious about athletes' lives off filed.
Most sports audio listeners, including sports podcasts and SiriusXM, always listen with others or do so at least some of the time. That percentage has almost doubled from what it was in 2018, with a huge increase in younger sports audio consumers shifting toward digital listening. 40% of sports audio listeners say there aren't enough audio programs about the sports they like or follow, and 40% say there aren't enough that give them different perspectives.
Sports Audio Listeners Are Proactive: In the case of being exposed to an ad on a sports podcast or sports audio program, 63% of listeners looked for more information about the company or product. More than half have Advertising Through this type of content, ever purchased a product or service—like sports merchandise or subscription services—having heard this ad on a sports podcast or program.
Edison Research
“The idea that sports is more than just a game is at the core of what drives fandom, audio consumption, and the benefits advertisers receive from sports audio. Family, community, and emotion drive this passion unlike any other. What brand wouldn’t want to be associated with this level of devotion?” said Gabriel Soto, Senior Director of Research, Edison Research
Our Data and Sources
The Sports Audio Report by Edison Research, SiriusXM Media, and GroupM is an in-depth report about sports fandom in the United States regarding trends in sports content consumption and the role of audio platforms in engaging fans with teams and sports.
The conclusion was arrived at by conducting a total of 3,535 online interviews with a random national sample of individuals aged 13 and above during Q4 2023. All of the respondents rated themselves on a scale between 1 as 'not a sports fan at all' and 10 as a 'super sports fan'. This was according to Edison Research.
What does this matter:
It will help sports teams and organizations in media to better tailor their content, thus offering customized experiences for fans and gaining crucial insight into the preferences and behaviors of sports lovers. With that information, sports industries can apply it when coming up with marketing plans and productions depending on how passionate and interested the fan is in sports.
Our Take :
Organisations can make strategic decisions on improving their offerings and attracting more customers by using such information on the level of interest and engagement of sports fans. On the other hand, media companies and sports teams can create content in a bid to increase market share and influence by tailoring the content to drive growth and enhance impact.
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At the official launch, Spotify has established an internal marketing agency under the name "Creative Lab," with a view of increasing revenue for brands by creating unique interactive, video, and audio campaigns.
Now open: 2024 Radioinfo Asian Podcast Awards. It honors top Asian individuals, groups and organizations in media and business.
Libsyn, a platform that filters and measures podcast downloads, has received IAB 2.1 certification from the Interactive Advertising Bureau, a benchmark that ensures very great Line accuracy and reliability for measurements among podcasters and advertisers. According to the latest blog and email from relev8, their public relations division.
The Museum of Broadcast Communications announced its eight new members for induction into the 2024 Radio Hall of Fame today. The induction ceremony for the Class of 2024 Radio Hall of Fame will be on Thursday, September 19, 2024, at the Omni Nashville Hotel in Nashville, TN.
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