In this episode of IAB Canada’s Business of Digital Audio series, Laura Ferron and Karim Kanji explore podcast advertising with guest Jeff Vidler, President of Signal Hill Insights. The discussion highlights the growing significance of podcasting in Canada, with a focus on how podcasts foster strong listener engagement and drive advertising effectiveness. 

Vidler emphasizes the unique nature of podcasting, where the immersive, intimate, and personal connection listeners develop with hosts makes podcast advertising particularly potent. He notes that podcast listeners are more likely to act after hearing an ad, such as researching or purchasing a product. This is in part due to the personalized nature of host-read ads, which feel more authentic and trusted by listeners. 

The episode also touches on how podcasting offers opportunities for deep, focused content, particularly in genres like news, where listeners value in-depth discussions over quick headlines. Vidler shares insights from the Canadian Podcast Listener survey, showing steady growth in podcast audiences, and describes strategies for brands to effectively scale their podcast advertising efforts.

The Business of Digital: Episode 26 - Podcast  Advertising featuring Signal Hill Insights

In this episode of IAB Canada's Business of Digital Audio series, Laura Ferron and Karim Kanji speak with William Soraine, VP of Investment at GroupM Canada, to discuss the evolving role of podcast advertising. Soraine shares insights into the factors driving the popularity of podcasts, noting their ability to create an intimate, one-on-one connection with listeners. Podcasts offer brands a clutter-free environment to build brand awareness effectively, capitalizing on engaged audiences who choose specific content based on personal interests. 

Soraine also discusses the cost-effectiveness of podcast advertising, which has become more efficient than other online channels like video and connected TV, largely due to its adaptability and relatively lower CPM rates. He notes that advancements in measurement and attribution, such as partnerships with platforms like ACAST, are helping brands better track the effectiveness of their podcast ad spend.

The Business of Digital: Episode 27 - Podcast Advertising featuring GroupM

In this episode of IAB Canada's Business of Digital Audio series, Laura Ferron and Karim Kanji talk with Adam Ritchie, Director of AudioVelocity, about the potential of digital audio advertising. Ritchie introduces AudioVelocity, a network that connects advertisers to Canadian audio advertising opportunities, including digital radio, podcasts, and on-demand music. He discusses how each of these formats offers unique advantages for advertisers, from hyper-local ad targeting on digital radio to the high engagement and intimacy of podcasts, where listeners often have a personal connection to the host. 

Ritchie also highlights the evolution of creative brand integration across digital audio, with brands leveraging techniques like artist and playlist sponsorships and branded podcast episodes. He emphasizes the importance of understanding campaign goals, reach, and frequency to maximize return on investment. Ritchie foresees growth in digital audio due to increasing listener engagement and advancements in AI, which could improve ad optimization in audio formats.

The Business of Digital: Episode 28 - Podcast Advertising featuring AudioVelocity

Embracing the Opportunities and Navigating the Challenges presented by Environics Analytics

Tune into this engaging podcast where Jan Kestle, President of Environics, joins Sonia Carreno, President of IAB Canada to explore the challenges and the opportunities of privacy in Canada. The discussion spotlights how businesses can adopt innovative practices for data collaboration, privacy compliance, and leveraging customer insights while maintaining trust. Discover how privacy-centric approaches, such as clean rooms and identity resolution, are empowering organizations to balance data-driven strategies with consumer expectations.

The Business of Digital: Episode 29 - Privacy in Canada with Environics Analytics

In this episode, Heather Gordon, Managing Director at Acast and co-chair of the IAB Canada Audio Committee, takes us on an engaging journey into the world of podcasting. Heather shares what makes podcasts uniquely powerful, from the intimate connection between hosts and listeners to the unparalleled opportunities for advertisers to reach highly targeted, loyal audiences. Whether you’re a podcast enthusiast or an advertiser looking to tap into this dynamic medium, Heather’s insights into ad strategies, audience engagement, and cutting-edge innovations are invaluable. Don’t miss this compelling conversation—tune in from start to finish to gain expert knowledge on maximizing the potential of podcasts!

The Business of Digital: Episode 30 - Podcast Advertising featuring Acast

Advancing Identity Solutions and Digital Advertising in Canada

Sonia Carreno of IAB Canada and David Phillips from Environics Analytics explore the future of digital advertising in Canada. They discuss innovative partnerships, adapting to a cookie-less world, and why 2025 is "the year of now" for driving growth and opportunity in the media industry. Tune in for valuable insights on what’s next for publishers, advertisers, and the Canadian market.

The Business of Digital: Episode 31 - 2025: The Year of Now

In the latest episode of Business of Digital, Sonia Carreno hosts Jon Finnie, Head of International Sales at Yahoo, to discuss the groundbreaking shifts in Connected TV (CTV) for 2025. Fresh from CES, Jon shares insights into Yahoo’s partnership with Roku, the advancements in data-driven advertising, and why this year marks a pivotal moment for CTV adoption. Explore how advertisers and consumers alike are set to benefit from streamlined technologies, enhanced transparency, and innovative campaigns. Don’t miss this compelling conversation that forecasts the future of digital advertising and CTV.

The Business of Digital: Episode 32 -2025: The Year of Connected TV—Insights from Yahoo's Jon Finnie

In this episode of The Business of Digital, IAB Canada's Sonia Carreno sits down with Matt McGowan, General Manager of Snapchat Canada, for an insightful conversation on the latest trends in augmented reality, digital advertising, and brand innovation. From the impact of CES to Snap's new Spectacles and Snap OS, they explore how technology is shaping the future of engagement. Tune in to discover how brands can stay ahead in an ever-evolving digital landscape!

The Business Of Digital: Episode 33 - The Future of AR - Innovation and Advertising with Snap

No longer a standalone channel, DOOH is now deeply integrated into omnichannel strategies, thanks to advancements in automation, audience targeting, and measurement. Whether programmatically activated through DSPs or part of an experiential brand moment, DOOH offers both performance and presence. 
 
Today, we’re joined by two of the brightest minds pushing the medium forward: Sarah Kim, SVP Investment and Strategy at Talon Outdoor, and Scott Mitchell, Managing Director at Vistar Media. We’ll explore how advertisers are accessing and using DOOH in smarter, more creative ways — and what’s next for one of marketing’s most visible channels. 
 
Special thanks to Acast and Sleepless Studios for supporting our podcast. Acast’s commitment to the growth of podcasting in Canada is instrumental, and Sleepless Studios has provided an exceptional space to bring this conversation to life. 


https://www.linkedin.com/in/sarahkim-toronto/
https://www.linkedin.com/in/scott-mitchell-a9728327/
https://www.acast.com/en-us
https://www.sleeplessstudios.io/

The Business of Digital: Episode 34 - In Plain Sight - A Clear View on Digital Out of Home

In today’s digital soundscape, audio is emerging as a powerful, immersive medium that goes far beyond music and entertainment. From streaming services to radio and podcasting, audio advertising is reshaping the way brands engage audiences. 
 
In this episode, we sit down with two industry leaders who are helping shape the future of audio advertising: Heather Gordon, Managing Director of Canada at Acast, and Caroline Gianias, President of Radio Connects. Together, we’ll explore how audio fits into an omnichannel strategy, the measurable impact it delivers, and what the future holds for this dynamic format. 
 
Special thanks to Acast and Sleepless Studios for supporting our podcast. Acast’s commitment to the growth of podcasting in Canada is instrumental, and Sleepless Studios has provided an exceptional space to bring this conversation to life.

The Business of Digital: Episode 35 - Hear Me Out – Harmonizing Your Marketing Mix with Audio Ads

Established in 1997, The Interactive Advertising Bureau of Canada (IAB Canada) is the national voice and thought leader of the Canadian interactive marketing and advertising industry. We are the only trade association exclusively dedicated to the development and promotion of the digital marketing and advertising sector in Canada.

As a not-for-profit association, IAB Canada represents over 250 of Canada’s most respected advertisers, ad agencies, media companies, service providers, educational institutions and government associations. Our members represent a diverse range of stakeholders in the rapidly growing Canadian digital marketing and advertising sector, and include numerous small and medium sized enterprises.

The Business Of Digital: Episode 33 - The Future of AR - Innovation and Advertising with Snap

IAB Canada

Related tracks