Podcast Advertisers Are Primed for Social Audio's 'Serial Moment'

As long as the format can quickly figure out scale and measurement issues

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With the latest fad in audio emerging quickly—social audio—common podcast advertisers like Mailchimp and SimpliSafe are watching before making any sudden moves, especially when it comes to the scale of the format and measurement capabilities.

Podcasting has exploded in popularity in recent years, albeit from a small base. By 2024, podcast ad revenue will grow by 18% to $1.6 billion, according to the Interactive Advertising Bureau.

77% haven’t heard of Clubhouse

By contrast, Clubhouse—synonymous with social audio—has scale and awareness issues.

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