“Paul Riismandel is President of audio-first market research firm Signal Hill Insights. Paul has been researching and sharing why and how podcast advertising works since the dawn of the industry. He joined Midroll Media, one of the first podcast ad companies, in its first year of operation, educating the ad community about the unique value of podcasts. As Senior Director of Insights at Stitcher, and later at SiriusXM, Paul built a podcast ad effectiveness and audience insights strategy, reporting on hundreds of campaigns and podcasts, sharing those insights with the industry. Today he leads Signal Hill Insights as a leader in audience and ad effectiveness research for podcasts, radio, streaming, and now video. Paul can’t get away from audio even in his spare time – he’s a volunteer community radio DJ and an avid vinyl enthusiast.
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With the top 10% of U.S. households fueling more than half of consumer spending, advertisers need smart ways to reach this influential group. In today’s economic climate, it’s more important than ever to identify audiences that have real impact.
The 2024 presidential election was called “the Podcast Election” because of the candidates’ engagement with the medium and the perceived impact on the outcome. But do podcasts really influence voters? Voxtopica and Signal Hill Insights provide the first look at a study revealing what registered voters who listen to podcasts think of shows, candidates, and advertising fueling political conversation in podcasting. Advertisers, buyers, and publishers will get the inside scoop on maximizing the opportunities with this audience.