Podcast ads are “too difficult to buy”
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- Podcasts are not on media plans because podcast ads are “too difficult to buy”, said SoundStack’s Rockie Thomas at the asi International Radio & Audio Conference in Venice, yesterday. Podcasting offers “immense and varied ad options,” she said, adding that brand suitability tools have brought many new advertisers to the medium, and calling for clearer data and alignment with language used to sell radio ads.
- Also at the asi conference, Triton Digital’s Darryl Battaglia spoke about the opportunities of sharing data to better see the rest of the podcast landscape and help with cross-publisher promos to grow the medium; meanwhile RAJAR’s John Carroll reminded the audience that podcasting in the UK is just a 6% share of all audio listening. “Many podcast publishers have a video-first strategy for their podcasts, but are only monetising their audio,” he observed.
- The FTC announced in August new rules about fake reviews and testimonials, and has taken action against a fake review website. Meanwhile, a new rule against deceptive endorsements went into law on Oct 13 - if you just pretend that you’re a user of a product (among other things) then you could face fines of up to $43,000.
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