The podcast boom is hitting a messy reality for CMOs
Source: Business Insider ·
Marketers are getting fed up with cluttered, repetitive ad breaks and a lack of measurement standards, according to a new study.
From the source
Some marketers are hitting pause on podcast ads.Jens Büttner/picture alliance via Getty ImagesA version of this post appears in CMO Insider.Sign up for Business Insider's marketing newsletter.Podcasting's growth story is facing a CMO reality check.Cluttered, repetitive ad breaks and a lack of consistent measurement standards are factors giving some marketers pause about continuing to pour budgets into podcasts. That's according to a new report from the podcasting ad agency Oxford Road, which was shared exclusively with CMO Insider.More than half (57%) of the marketers Oxford Road polled said measurement gaps were holding back their podcasting investments. For brands with annual media budgets of $100 million or more, 90% said measurement was a top concern."The exposure side, the attribution side — they're both a bit of a mess, frankly," said Oxford Road EVP Giles Martin, referring to how marketers assess podcast audiences and measure the success of their campaigns.The podcast market…