Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

How Dollar Shave Club Approaches Podcasting

The podcast ad market is taking off as people increasingly tune in. But large brand advertisers still want better measurement and analytics before they really buy in.

A lack of robust analytics makes it difficult to measure podcasts' ad performance. In an August 2018 survey by Altimeter of 400 digital marketers worldwide, just 29% of respondents said that audio content, such as podcasts, was one of their best performing mediums.

On a brighter note, podcast ads have a few advantages over their terrestrial radio counterparts. Podcasts reach a sizeable (and targetable) audience of young people.

Katie Jokipii, senior manager of acquisition and mass media at Dollar Shave Club, spoke with eMarketer about the promises and limitations of podcast advertising.

What do you focus on when planning podcast campaigns?

We’re more selective around our podcasts and making sure our brand voice is in the right tone.

How do you utilize your agency for podcasting?

They are responsible for all of our audio buying so we’re really leaning on their expertise in understanding the marketplace and how the landscape changes year after year. They’re the ones that plan and buy. We’re helping inform that by briefing them on what our goals and objectives are.

Where is podcast measurement most lacking?

The attribution space isn’t where it should be. It’s not as advanced as other channels within our marking mix. We’re trying to work with publishers and our agency to push the needle there.

Have you noticed programmatic become a bigger part of how podcast inventory is bought and sold?

It’s starting to get there. It’s not something that we have necessarily done yet, but I know that capability is there.