Programmatic Advertising in Podcasting: Dispelling Myths and Embracing Opportunities with Tom Webster
Tom Webster, partner at Sounds Profitable, and Danny discuss the latest findings from Sounds Profitable's studies on podcast advertising. They also talk about the growth of the podcasting industry and how podcast ads can be more effective.
Tom and Danny discuss the recent Podcast Movement conference and the After These Messages report. Tom shares that the report is one of the strongest studies he's ever worked on, and that the conference was a great opportunity for people in the podcasting industry to come together and discuss important issues. Danny asks about the biggest changes Tom has seen in the industry over the past 18 years, and Tom talks about how the industry has grown and evolved, with more people than ever before having access to podcasting technology and platforms.
The main change that Tom discusses is the breaking down of the structures of what makes a technical podcast to where we are today with what the mainstream public thinks is a podcast. He explains how this has both positive and negative effects on the industry as a whole. On the positive side, it means that more people are exposed to podcasts and they can be consumed in different ways. However, it also presents challenges in terms of monetization and the overall definition of what a podcast is.
Tom and Danny discuss YouTube's recent entry into the world of podcasts. They question whether or not YouTube will be successful in this venture, and speculate on how the company will approach it. They also discuss the potential impact of YouTube's entrance on the podcasting community as a whole.
Key points:
03:47 The Evolution of Podcasting: From Technical Definition to Mainstream Media
05:50 Tom on the Future of Podcasting on YouTube
10:35 Twitter Spaces and Podcasting
12:14 Tom on the Importance of Trend Tracking in Podcasting
14:35 The Benefits of SoundCloud for Podcasting
19:11 The Impact of Podcasting on Advertising and Consumer Behavior
23:06 The Benefits of Advertising on Podcasts
27:31 The Future of Podcast Advertising: Education, Expectation Management, and Improving the User Experience
30:01 The Benefits of Programmatic Advertising
34:08 The Future of Podcast Advertising
Connect with Tom to get more insights like this:
- Sounds Profitable
- After These Messages (research paper)
- The Creators (research paper)
- Tom on Twitter
Contact me: danny@dannybrown.me
Products I use for Pod Chat
Note: these contain affiliate links, so I may get a small percentage of any product you buy/use when using my link.
Recommended resources:
- Captivate.fm
- Aweber email marketing
- Boomcaster remote interviewing
- My Podcast Reviews
- Reel.so audiogram creator
Mentioned in this episode:
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