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.
Some 60% of podcast advertising spend went toward host-read ads in 2016, and 40% went toward pre-produced ads.
About the research: 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 all podcast advertising revenue.
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