The report was based on data from 20 of the largest podcast networks. The group comprises a significant share of the podcast market but does not account for all podcast advertising revenue.
Revenue from podcast advertising for the companies examined increased from $69 million in 2015 to $119 million in 2016.
IAB projects that total podcast advertising revenue will increase 85% this year, rising to $220 million.
Some 56% of podcast advertising spend went toward dynamically inserted ads in 2016, and 44% went towards baked-in ads.
That's a shift from 2015, when most spend (63%) went toward baked-in ads.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji