The Interactive Advertising Bureau has issued its first ever Podcast Playbook on the heels of next month's IAB Podcast Upfront.
The playbook reveals a variety of statistics on this emerging medium, and gives advertisers' general information on the opportunity that is available in this industry. With almost one quarter of Americans over the age of 12 listening to podcasts on a semi-regular basis, this industry has a lot of opportunity for marketers across a range of industries.
The goal of IAB is to offer a platform in which marketers are able to understand the distinct benefits that podcast advertising has to offer, and its Podcast Playbook is a step towards providing that base level of knowledge.
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