ExchangeWire’s Post

More evidence that listening to live/local radio and podcasts not only continues to grow as a part of people's media consumption patterns, but they also show the highest rate of people continuing to listen, and the lowest rate of plans to reduce or stop listening. If you're not in audio, you're missing a huge opportunity to reach consumers in the media environment they want to be in (and plan to stay in) the most. #audio

Love what Victoria Handley had to say about podcasts; "When people listen to linear or digital radio, they’ve still got a lot of other stuff going on in their surroundings. But listeners are making time to listen to that specific podcast and they're tuning out from everything else that's going around them" Where else are you going to get an audience that tunes in once or twice a week and gives you their full attention? Because listeners have built up trust with the hosts, brands are able to be more authentic and relevant. Interested in #podcastadvertising? Let's chat! #RedCircle #podcasting #advertising

Steve Dunlop from AMA has recently joined industry experts from Spotify, Hiscox and Lloyds Banking Group at Campaign UK and PodPod Advertising Summit 🎤 💭 Check out the full article linked below for a summary of the key highlights and topics discussed 📑👏 #AudioAdvertising #PodcastAdvertising #AudioAI #FutureofAudio

The most enthusiasm registered is for podcasts, which now account for more than 10% of Americans’ total audio listening time. Some 21% of respondents intended to increase their podcast listening, easily the largest share for any activity examined, and three times higher than the share who either planned to reduce (6%) or stop (1%) engaging in the activity. The remaining 72% intended to make no changes to their podcast listening habits.

#Brands that can leverage podcasts as part of their advertising strategy will have a leg up on the competition, but it’s important to know where #podcasttrends are going. Here are some trends we think will make a big impact in 2024 🎧

It's fascinating to see the Audio industry make the same mistake the online industry made so many years back. That being, allow one big player to control your destiny - it was Google (Exchange) for publishers, and now it's Spotify (Megaphone) for a huge chunk of the Audio landscape. What this will lead to is simply cheaper CPM's and less yield for podcasters. Podcasting will become just an ads market, less host reads or integration. What they will say is you'll have higher STR's, and sell all your unsold inventory. That's probably correct, but that inventory will be cheap, and then that will drive down the value of your inventory. #hello #ads #podcasting #advertising #spotify #interesting

Last week I spoke to the IAB around the changes programmatic have offered to our podcast approach from an agency perspective; next step is the evolution of measurement.

'Podcasts have as many points of confusion for advertisers as they do opportunities'. Do you agree? You probably will if you know there can be up to 100 (and maybe even more!) platforms, sales networks, ad tech vendors, measurement partners and beyond that you may need to consider working with when you're a marketer looking to spend media budgets on podcasts to reach your audience or customers. Telling Media is here to transparently and independently simplify and streamline this process for brands who want to scale their business via podcast advertising. The article in the post below is a great conversation starter from the team PodPod ❤️

Podcasts can benefit from such ad personalization across devices.