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Webinars

Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.

 

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The Healthcare Internet Conference (HCIC) is proud to collaborate with Bowstring and Touch Point Media to provide exclusive insights from some of the brightest minds among our speakers and attendees.

Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.

Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.

 

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The Latest Hospital Digital Marketing Articles

 GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

Podcast Advertising: 5 Things to Know

Podcasting is increasing in popularity. According to Nielsen, 50% of homes in the US are fans of podcasts, and 51% of the US population has listened to a podcast. As a result, podcasting advertising revenues are on the rise, with 2019 podcast ad revenue expected to reach $678.7 million (an increase of 42% from last year). podcast

If your organization has started podcasting, or perhaps your considering podcasting, here are some points to consider about podcast advertising:

  • Baked-in ads vs. dynamically-inserted ads. Currently, just over half of podcast ads are “baked-in” ads, which means the ad content is part of the podcast content and remains in the podcast for its lifetime. The most popular type of baked-in ads are host-read ads, where the podcast host reads the ad content (e.g., every radio talk show host on the planet reading ads for Shari’s Berries during their shows at holiday time). On the other hand, dynamically-inserted pre-recorded ads can be changed out via ad server during the podcast’s lifetime. These ads have almost caught up with baked-in ads at 48.8% share of total podcast advertising.
  • Brand-related ads are increasing. In 2018, just over half of podcast ad revenue came from direct-response ads. However, brand-related podcast ads are gaining ground and could surpass direct-response ads in the coming year.
  • Ad buying mostly occurs on a quarterly basis. Marketers are moving away from annual ad purchases and toward quarterly or transactional basis ad buys.
  • Revenue percentage varies by program genre. Captured ad revenue is greatest in the news/politics podcast genre. This genre, combined with comedy, business, education and arts & entertainment genres, captured two-thirds of ad revenue in 2018.
  • D2C retail is the biggest podcast advertiser. This category accounted for 22% of podcast ad spend in 2018.
One last point is that ad lengths are getting longer. In 2018, 30% of podcast ads were 60 seconds long, with 27% 90 seconds long. A study by Westwood One found that listeners preferred no more than four ads in a 60-minute podcast.

Coming Soon!