Week in Review: The Podcast Industry Provides Huge Potential to Advertisers, Our Rundown of TikTok, and the Increasing Price of Paying Influencers

The podcasting industry continues to explode with potential for advertisers, and the numbers show it: Marketers spent $479 million on podcast ads in 2018, and podcast advertising revenues are projected to surpass $1 billion by 2021, according to figures from the Interactive Advertising Bureau (IAB) and PwC. July 21, 2019 [Week in Review: The Podcast Industry Provides Huge Potential to Advertisers, Our Rundown of TikTok, and the Increasing Price of Paying Influencers](=/K009LSL00p8e35DAQ2dM0G0) First, here's our review of the latest podcast advertising revenue estimates from IAB and PwC. The podcasting industry continues to explode with potential for advertisers, and the numbers show it: Marketers spent $479 million on podcast ads in 2018, and podcast advertising revenues are projected to surpass $1 billion by 2021, according to figures from the Interactive Advertising Bureau (IAB) and PwC. /K009LSL00p8e35DAQ2dM0G0 In an analysis of the US podcast advertising industry, IAB and PwC calculated self-reported podcast advertising revenues from 22 companies and found that revenues grew 34% in 2018, compared with the $257.4 million in self-reported revenues in 2017. The IAB and PwC predict that revenues will grow 42% this year. “Podcasts are one of the fastest-growing, if not the fastest-growing category within digital audio,” said Lauren Fisher, principal analyst at eMarketer. “Performance marketers and brands are recognizing the value in reaching consumers who aren’t just tuning in to tune out—they’re tuning in to actively be entertained or engage their minds. And that’s a mindset advertisers increasingly want to be a part of.” [Read the full article.](=/K009LSL00p8e35DAQ2dM0G0) [How to Keep Your Webinar Registrants Coming Back for More]( Demand gen expert Hayley Ferrante reveals Marketo’s formula for webinar success. Learn how to develop an overall webinar strategy, structure promotional cadence and more. Don’t miss the opportunity to hear how to use webinars as a channel for content, lead generation and nurturing. [Register Now!]( [How Much Are Brands Paying Influencers?]( Some influencers accept free products as payment for endorsements, others charge thousands of dollars for a single post. While the compensation scale varies by following and content type, some marketers are concerned that teaming up with social media influencers is getting expensive. [Read the full article.]( [chart-image] [Podcast: Amazon Prime Day: Protests, Postponements and Prime Members](/K009LSL00p8e35DAQ2dM0G0) eMarketer principal analyst Andrew Lipsman dissects what we can expect from Amazon Prime Day 2019. He also discusses why Etsy sellers are getting frustrated and explains what to make of the newest D2C shaving brand. ["Behind the Numbers" is sponsored by Salesforce. Listen in.](/K009LSL00p8e35DAQ2dM0G0) [chart-image] [Dating App Growth Slows, but Advertisers Shouldn’t Ignore Hopeful Singles]( We expect the number of people who own a smartphone and use dating apps to grow 5.3% this year, reaching roughly 25 billion. This figure is much flatter than our previous forecast of 9.8% growth, and just one-sixth of growth in 2016. [Read the full article.]( [chart-image] [Podcast: The Good, the Bad and the Ugly of TikTok](=/K009LSL00p8e35DAQ2dM0G0) eMarketer principal analyst Debra Aho Williamson weighs in on the benefits and drawbacks of the new video-sharing phenomenon TikTok. She also discusses Facebook’s recent $5 billion FTC fine and whether Google getting back into social networking is a good thing. [Listen in.](=/K009LSL00p8e35DAQ2dM0G0) [chart-image] [Daily Forecast: Apple and Samsung Drive Down Retail Growth in South Korea](=/K009LSL00p8e35DAQ2dM0G0) eMarketer senior forecasting director Monica Peart shares our growth estimates for the South Korea retail market and what factors led to our recent revision to our numbers. Watch now. =/K009LSL00p8e35DAQ2dM0G0 =/K009LSL00p8e35DAQ2dM0G0 ©2019 eMarketer, Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by eMarketer, Inc. [Unsubscribe]( | [Change email address](/K009LSL00p8e35DAQ2dM0G0) | [Update preferences](/K009LSL00p8e35DAQ2dM0G0) | [Advertise](=/K009LSL00p8e35DAQ2dM0G0) [Select "Research Submissions"](=/K009LSL00p8e35DAQ2dM0G0) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. /K009LSL00p8e35DAQ2dM0G0 =/K009LSL00p8e35DAQ2dM0G0 =/K009LSL00p8e35DAQ2dM0G0