POPULARITY
18 episodes with marketing brew
18 episodes with marketing brew
6 episodes with marketing brew
4 episodes with marketing brew
2 episodes with marketing brew
2 episodes with marketing brew
2 episodes with marketing brew
5 episodes with marketing brew
2 episodes with marketing brew
Phoebe Bain is currently the Business & Finance Section Editor at 1440. In October 2024, she launched 1440's second-ever newsletter product, 1440 Business & Finance: a newsletter that provides more than 200,000 readers with the foundational knowledge they need to understand today's business news. Previously, she served as a senior reporter at Ad Age covering DTC brands, influencer marketing, and more. She was an early employee at Morning Brew, where she founded Marketing Brew, a newsletter and vertical covering the most important news in the marketing industry. Before rolling out Marketing Brew, Phoebe wrote for Social Media Today under Industry Dive, and worked on the social media editing desk for Business Insider.
Healthcare and customer experience have more in common than you might think. Brian Carlson, VP of Patient Experience at Vanderbilt University Medical Center, joins Jeannie Walters for a CX Pulse Check to explore these fascinating parallels that are reshaping how we think about caring for patients.In this episode, they discuss:A patient satisfaction scoring storyline that provoked strong reactions on HBO's new medical drama "The Pit"Lush's bold decision to abandon social media platforms, discovering surprising connections to how healthcare has traditionally built communitiesModern healthcare designs that must consider patients, families, staff, and operational functionality simultaneouslyDespite the challenges facing healthcare, Brian's powerful reminder resonates throughout our conversation: "We do far more right than we do wrong." Healthcare professionals perform life-saving, transformative work every day, often in difficult circumstances. The evolution of patient experience isn't about criticizing what's wrong but enhancing the incredible care already happening.Ready to bridge customer and patient experience in your organization? Connect with Brian on LinkedIn to follow his insights, and explore our resources at experienceinvestigators.com to support your experience journey.About Brian Carlson:Brian Carlson has over 20 years of experience in large academic health systems and private group practices. He is currently the Vice President of Patient Experience at Vanderbilt University Medical Center (VUMC) (http://www.vanderbilthealth.org), where he has significantly improved patient experience and operational efficiency since 2007.Brian has a proven track record of driving financial and operational success. At VUMC, he enhanced the patient experience percentile rank and developed programs to boost workforce culture and patient engagement. Previously, he served as CEO/COO of Olean Medical Group and Practice Manager for Obstetrics & Gynecology at Northwestern Medical Faculty Foundation.He holds dual master's degrees in Health Services Administration and Business Administration from Xavier University and a Bachelor of Arts in Psychology from Wittenberg University.Follow Brian on...LinkedIn: https://www.linkedin.com/in/brianrcarlson-nashvilleArticles Mentioned:Press Ganey CMO on 'The Pitt': Doctor Report Cards Are Really About Systems (Newsweek) -- https://www.newsweek.com/press-ganey-cmo-pitt-doctor-report-cards-are-really-about-systems-2029009What Lush learned from three years of being mostly offline (Marketing Brew) -- https://www.marketingbrew.com/stories/2025/02/24/lush-anti-social-media-strategyAI-driven research uncovers how physician media choice shapes online patient experience (Nevada Today) -- https://www.unr.edu/nevada-today/news/2025/ai-physician-communicationResources Mentioned:Take the CXI Compass™ assessment -- http://cxicompass.comExperience Investigators Website -- https://experienceinvestigators.comWant to ask a question? Visit askjeannie.vip to leave Jeannie a voicemail! (And don't forget to follow Jeannie on LinkedIn! www.linkedin.com/in/jeanniewalters/)
Embracing change is essential for success in digital marketing, as discussed by host Brett Dystra and guest La Lorena, an experienced entrepreneur and professional speaker. They explore the critical role of social media content and user-generated content in modern marketing strategies. The conversation highlights the significance of short-form video and the growing influence of AI tools in content creation. Practical tips for enhancing video and audio quality are shared, making it easier for small businesses to produce engaging content. As they look ahead, Brett and La Lorena also address the future of AI in marketing and the importance of actively engaging with user-generated content to foster community and visibility.Takeaways: Embracing change is crucial for success in the ever-evolving digital marketing landscape. Short-form videos are gaining popularity; marketers must adapt to this trend to thrive. Engagement with user-generated content fosters community and increases visibility in social media. AI tools can enhance content creation, but original input from marketers remains essential. To create effective videos, focus on good audio quality and clear lighting. Marketers should actively encourage customer interactions to generate valuable user content easily. Companies mentioned in this episode: Starbucks Google Opus Pro DaVinci Resolve Kinko's AppSumo Adobe
Aubrey Burrough is a NYC-based social media strategist at the The Brooklyn Brothers. Her past and present client roster includes Mastercard, LEGO, SOUR PATCH KIDS, Nutter Butter, OREO, LEGO, Universal Orlando Resort and more. She takes pride in pushing the boundaries of brand social and approaches her work with creative bravery and a special level of brain rot. Her work has been featured in places like Adweek, Marketing Brew, Ad Age, and the Link in Bio newsletter. In this episode, Margaret interviews Aubrey Burrough, a New York-based social media strategist from Florida. Burrough shares her journey from founding a satire publication at Florida State to working at top agencies, including her transition from English major to marketing. She discusses her work with brands like Sour Patch Kids, emphasizes creativity and trust in client relationships, and offers advice to new grads on using social media for career growth.
Wharton's Dr. Americus Reed speaks with Alyssa Meyers, Reporter for Marketing Brew about brand sponsorships at the US Open and the popularity of NFL team brands, and the latest success of the WNBA. Hosted on Acast. See acast.com/privacy for more information.
Introducing Pressing. This week, we learn from Jasmine Sheena, a Business Reporter at Marketing Brew and contributor to the New York Times. Every so often, we invite the people who cover the ad industry to give us the tea on what's trending and what's not. Jasmine discusses her focus areas for 2024, particularly the implications of it being an election year on political advertising. She also delves into "Hardcore Agency News," offering in-depth discussions on the state of Agency of Record (AOR), independent agencies, and other advertising trends in 2023, along with predictions for 2024. Of course, we talk about these topics through a lens that assists in your break into the ad industry. Links: https://www.marketingbrew.com/contributor/JasmineSheena https://www.linkedin.com/in/jasminesheena/
Here's what you need to know for today in the business of podcasting:The 25th Hour by Tom WebsterPodcasts are key tool for TV discovery, research shows by Adam ShepherdAmy Poehler to Keynote at Podcast Movement EvolutionsTikTok gains favor among Gen Z over Google for searches by Jeremy GoldmanDaily Beast Podcast Secretly Records Paul F. Tompkins, Reframes Discussion…as for the rest of the news: WARC Media predicts global ad spend will break $1 trillion this year, Marketing Brew gives a “way too early” look at cookie-less internet browsing, and ExchangeWire asks several experts for their predictions on podcasting and digital audio this year.
Here's what you need to know for today in the business of podcasting:The 25th Hour by Tom WebsterPodcasts are key tool for TV discovery, research shows by Adam ShepherdAmy Poehler to Keynote at Podcast Movement EvolutionsTikTok gains favor among Gen Z over Google for searches by Jeremy GoldmanDaily Beast Podcast Secretly Records Paul F. Tompkins, Reframes Discussion…as for the rest of the news: WARC Media predicts global ad spend will break $1 trillion this year, Marketing Brew gives a “way too early” look at cookie-less internet browsing, and ExchangeWire asks several experts for their predictions on podcasting and digital audio this year.
In this episode, we explore the stark reality many podcasters face—a high drop-off rate after just a few episodes. But don't worry, we've got the insider strategies to help you persevere and thrive. From leveraging your show for business growth to understanding the nuances of content creation, Matt Brown spills the beans on what it takes to be part of the elite 0.2% with over 700 episodes.Fun Facts about Matt: 1. Matt's podcast is in the top 2.5% 2. He has interviewed thousands of guests3. Matt is a 3-time Amazon best-selling authoSupport the show
Here's what you need to know for today in the business of podcasting: Welcome to the ad-free internetSpotify's Push Into Audiobooks Sparks Concern Among Authors by Ashley CarmanThe Crucial Timing of AdsMedia Buying Briefing: Here are five media agency trends to watch in 2024 by Antoinette Siu and Michael Bürgi …as for the rest of the news: Rain News shares the audio-related highlights from Nieman Labs' 2024 predictions, and Marketing Brew covers how Agencies of Record could become a thing of the past.
Here's what you need to know for today in the business of podcasting: Welcome to the ad-free internetSpotify's Push Into Audiobooks Sparks Concern Among Authors by Ashley CarmanThe Crucial Timing of AdsMedia Buying Briefing: Here are five media agency trends to watch in 2024 by Antoinette Siu and Michael Bürgi …as for the rest of the news: Rain News shares the audio-related highlights from Nieman Labs' 2024 predictions, and Marketing Brew covers how Agencies of Record could become a thing of the past.
Spotify Cuts 1,500 Jobs, CEO Ek Says Streamer Must Be Leaner by Lucas ShawDeloitte: Audio Market To Surpass $75 Billion In 2024.Libsyn Unveils November 2023 Podcast Advertising Rates, and 5 Developments to Watch in 2024…as for the rest of the news: NPR hires former Gimlet executive editor Collin Cambell to oversee podcast strategy, PodPod reports the BBC is investing more in podcasting as part of a digital pivot, Marketing Brew examines why advertisers are excited about attention metrics, and Horizon Media has outlined 10 Gen Z subcultures for marketers to think about when targeting campaigns.
Spotify Cuts 1,500 Jobs, CEO Ek Says Streamer Must Be Leaner by Lucas ShawDeloitte: Audio Market To Surpass $75 Billion In 2024.Libsyn Unveils November 2023 Podcast Advertising Rates, and 5 Developments to Watch in 2024…as for the rest of the news: NPR hires former Gimlet executive editor Collin Cambell to oversee podcast strategy, PodPod reports the BBC is investing more in podcasting as part of a digital pivot, Marketing Brew examines why advertisers are excited about attention metrics, and Horizon Media has outlined 10 Gen Z subcultures for marketers to think about when targeting campaigns.
In the annals of automotive innovation, November 28th, 2018 marked a peculiar milestone: the birth of the Lincoln Chimes. The brainchild of Jennifer Prescott, overseer of "Vehicle Harmony" at the motor company, this warning system replaced the synthetic sound of in-car emergency alerts with a blend of violin, viola, and marimba played by The Detroit Symphony Orchestra. Lincoln's endeavour followed in the wake of Bentley revamping its alert and indicator sounds, drawing inspiration from the gentle ticking of a grandfather clock - but cars are not the only luxury products to dabble in ‘sonic branding'. From computer startup chimes to the noise accompanying credit card transactions, there's a soundscape of jingles which have become an integral part of our conditioned understanding of products and experiences. In this episode, Arion, Rebecca and Olly discover how NBC were the first company to trademark a sound; check out MasterCard's deviation into recorded music; and reveal just how many drafts Brian Eno went through before settling on his final start-up sound for Windows95… Further Reading: • ‘Why Big Brands Are Using Sonic Signatures To Reach Consumers' (Forbes, 2018): https://www.forbes.com/sites/jenniferhicks/2019/05/08/why-big-brands-are-using-sonic-signatures-to-reach-consumers/?sh=35f5b651d39c • ‘Inside Mastercard's ‘10-layer' sonic branding plan' (Marketing Brew, 2022): https://www.marketingbrew.com/stories/2022/10/17/inside-mastercard-s-10-layer-sonic-branding-plan • ‘2019 Lincoln Aviator chimes recorded by the Detroit Symphony Orchestra' (Wheel Network, 2018): https://www.youtube.com/watch?v=X7uZ27Uzgsk Love the show? Join
This week on The Current Report, Damian Fowler and Travis Clark break down the explosion of retail media and explain why retail data and connected TV (CTV) are a dynamic duo. Plus, some major streaming services have introduced "pause ads" and how the iconic McDonald's jingle came to be "one of the most recognizable jingles in the world," according to Marketing Brew._______To read the full stories included in this episode: https://www.hollywoodreporter.com/business/business-news/spotify-subscribers-beat-third-quarter-earnings-1235621581/Spotify Hits 226M Paying Subs, Swings to Quarterly Profit: Is retail media becoming just 'media'?: https://bit.ly/3QkOVZM'Pause Ads' Creep Onto Hulu, Peacock and Max as Streamers Seek New Revenue: https://bit.ly/408ZDHbMcDonald's jingle, 20 years later: https://bit.ly/3Qgr1hM
Alyssa Meyers and Kelsey Sutton both write for Marketing Brew. This episode, I ask them about the current macro trends in advertising, their predictions and their overall assessment of the industry. Alyssa and Kelsey are people you want to follow. Their newsletter is perfect for aspiring marketers or seasoned vets. The Marketing Brew website should be on your bookmark bar! Links Marketing Brew: Here Alyssa's LinkedIn: Here Kelsey's LinkedIn: Here Connect with us: Here Win a Crowbar to break into advertising: here
Today we have a special guest we've welcomed into the bar. We reached out to Kate Christensen after reading an article she wrote for the website Marketing Brew about marketing and nostalgia. We thought “Marketing and nostalgia? Hey, that's us!” Kate is currently on the faculty at Indiana University. She's produced movies for Disney, TV shows for Sony, and is very aware of pop culture through both her background and ongoing research. We talk about toys, food and childhood memories among many, many topics. And, of course, the movie Airplane! comes up. So grab your favorite feel-good drink and join us as we jump into our conversation with Kate. - - - - - Visit our full episode page for the video of our conversation, show notes, the visual examples we discuss, additional links and more! https://www.twodesignerswalkintoabar.com/episodes/bonus-episode-marketing-and-nostalgia - - - - - Have a question or idea for Todd and Elliot? Send a note to hello@twodesignerswalkintoabar.com and we promise to read it. After that it's anyone's guess. - - - - - Visit https://www.twodesignerswalkintoabar.com/merch to have a look at stuff we've made for listeners just like you and support us on Patreon for subscriber-only extras. Learn more about your ad choices. Visit megaphone.fm/adchoices
Lindsey Gamble is the Associate Director of Influencer Innovation at Mavrck, an all-in-one influencer marketing platform. With over five years of experience working with enterprise consumer brands on creator/influencer marketing campaigns and a deep understanding of the creator economy, Lindsey helps brands experiment and enter new trends in the creator economy He also writes a weekly newsletter that breaks down news, insights, and trends across the creator economy, creator/influencer marketing, and social media, helping readers cut through the noise and stay up to date on the ever-evolving industries. Lindsey's expertise has been recognized by LinkedIn as a Top Voice in the Creator Economy, Business Insider as a Rising Star of the Creator Economy and a Top Creator Economy and Influencer Marketing Expert To Know, and Hello Partner as a Top US Partnership Marketing Changemaker. His insights and perspective have also been featured in digital publications like Vogue Business, Digiday, AdWeek, Marketing Brew, The Drum, and more.
Episode 108: Kelsey Sutton joins the show! Kelsey is the Deputy Editor of Marketing Brew and lends her expertise as she and Neal break down all of the hype surrounding the opening weekend for blockbusters 'Barbie' and 'Oppenheimer'. Plus, Kim Kardashian's 'Skims' valued at a whopping $4 billion, stocks of the week, and how one family won a $800,000 lawsuit over... chicken nuggets? Listen to Morning Brew Daily Here: https://link.chtbl.com/MBD Watch Morning Brew Daily Here: https://www.youtube.com/@MorningBrewDailyShow Learn more about your ad choices. Visit megaphone.fm/adchoices
Today, April is joined by special guest host Austin Sandmeyer! Austin is the Customer Lifecycle Marketing Manager at Sendoso, the leading sending platform that helps companies stand out with new ways to engage customers. His expertise is in the tech startup space, and he is also a current friend and former colleague of the Trust Relations team. He's here to discuss how marketers can adapt to today's shifting economic landscape, with customer-focused strategies to boost your brand's outreach strategy. In the Campaign Essentials segment, Austin and April chat through some recent brand collaborations and offer insights about what makes or breaks a successful brand partnership. Follow Austin's work here: https://www.linkedin.com/in/austinsandmeyer/ NEWS: Read about brand collaborations in Marketing Brew, here: https://bit.ly/3n8CQfw CONNECT WITH TRUST RELATIONS: Email us at trustrelationsthepodcast@gmail.com. Visit our website: https://www.trustrelations.agency Follow us on social media: https://www.linkedin.com/company/trustrelations/ https://twitter.com/trustPRelations https://www.facebook.com/trustrelations https://www.instagram.com/trustrelations/ Sound effects obtained from https://www.zapsplat.com.
Our guest today on “Coffee with a Journalist” is Phoebe Bain, a senior reporter at Ad Age. Phoebe covers influencer marketing and DTC brands. She joined Ad Age from Morning Brew where she helped found the Marketing Brew vertical. During the episode, Phoebe talks about familiarizing herself with her new-ish role at Ad Age, crafty subject lines that caught her attention, meeting up in person with sources, and more.
“There are so many things where it's about that emotional connection to brand experience or product, and, as we're creating that, you mentioned earlier, we're operating in an area which is very very heavily connected to the subconscious reaction to sound. You have to be very responsible about that, I mean, it is that 'with great power comes great responsibility.'” -- John Taite My guest for this episode is an award-winning content entrepreneur, keynote speaker, and the EVP of Global Brand Partnerships & Development at Made Music Studio. He began his career as a music journalist and documentary filmmaker before working as a senior programming and brand executive at MTV, AMC Networks, and the BBC. He's been featured in several major publications, including Fast Company, Muse by Clio, Marketing Brew, and Business Desk, and he's captivated audiences at the Forbes CMO Summit, Adweek, Brand Innovators, LE Miami, and the Audio Intelligence Summit.At Made Music, he leads an award-winning marketing, content, and partnerships team responsible for a 400% jump in revenue. His growing list of brand partners includes Mercedes-Benz, AT&T, PepsiCo, Amazon, Verizon, Target, Dunkin', Subaru, Warner Media, General Mills, American Express, Lexus, BMW, and the David Bowie Estate. His name is John Taite and if you're still wondering how effective audio branding can be after having listened to this podcast for a while, I have no doubt that this will be a fascinating conversation!As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit www.audiobrandingpodcast.com where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available. And if you're getting some value from listening, feel free to spread that around and share it with a friend, along with leaving an honest review. Both those things really help – and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. Invisible BrandsAs we start the interview, John tells us about his early memories of sound, and listening to his father's upcoming interviews with musicians like Bob Marley, the Sex Pistols, and Talking Heads. "It was quite an interesting life growing up,” he tells us. “I grew up with not your average nursery rhymes and things like that.” He goes on to tell us how his career and experiences all over the world led to his insights about audio branding and the lack of a cohesive marketing strategy in many industries. “The thing that really struck me,” he explains, “was a lot of brands are invisible in this space. They put so much time and energy to create the visual identity systems and visual branding, but there was a real gap.” Coming Around the CampfireWe talk about Made Music's approach to branding, and its integration of sound, music, and story to speak to the audience. “It's really about the story, you know,” John says. “For us, it's really about putting the stories out there." As he puts it, “we want to find something that couldn't possibly sound like anybody else.” He gives us an example with their famous Tostitos campaign, which took inspiration from everyday life to create a memorable audio connection between the snack brand and its consumers. “With Tostitos in particular,” John explains, “their whole thing is about coming around the campfire. It's about togetherness, it's about just, you know, those moments.” The Lens of Sound and MusicOur...
Episode 19: Marketing Brew senior reporter Kelsey Sutton is in for Toby! Kelsey and Neal discuss the protests in France over President Macron's efforts to raise the retirement age and take a look at what OpenAI can do for Microsoft Word and Excel. They also share their stock of the week and dog of the week (watch out banks). Plus, the Octopus farm controversy you need to know about. And if you're hitting the links at 3 p.m. on a week day... you're probably not the only one. Learn more about our sponsor, Fidelity: https://fidelity.com/stocksbytheslice Learn more about TaxAct here: https://www.taxact.com/ Listen Here: https://www.mbdailyshow.com/ Watch Here: https://www.youtube.com/@MorningBrewDailyShow
Manuela: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I'm Manuela Bedoya. Shreya: And I'm Shreya Sharma.This week: The App Tracking Transparency Recession, Streamers struggle with frequency capping, Bumper calculates listen time, and IPG Equity Upfront Spotlights Lack of Diverse Adspend.Manuela: The Download is brought to you by Magellan AI. Track the trends in spend, ad load, podcasts on YouTube, and more with Magellan AI's advertising benchmark report for Q4, available now. Link in the description or at Magellan dot AIShreya: Let's get started. The App Tracking Transparency recession Manuela: While not hot off the presses, an early January article from Eric Benjamin Seufert discussing the effects of Apple's App Tracking Transparency has come across The Download's desk. As with most things in advertising, there's nuance in the numbers.Quick refresher for those who haven't seen the letters ATT dozens of times: App Tracking Transparency was a privacy policy introduced to iOS in 2021 that turns most forms of mobile data tracking into an opt-in service. As a result, a significant portion of iOS users have digitally disappeared for advertisers. An upset to the status quo, for sure, but the overall numbers provided by Seufert show the digital advertising market is not in a cyclical downturn. That said, social media platforms and other industries most likely to be affected by ATT have experienced a significant downturn due to a combination of both ATT-influenced changes and changing consumer preferences.Which is to say, not macroeconomic factors. A market-wide downturn, as well as more stress on those companies most affected by ATT, would primarily come from an actual 2023 recession. Overall, digital advertising has been working as intended. Consumers are consuming. Seufert points to a Bureau of Labor Statistics graph tracking US employment in December of 2022. According to these, unemployment is the lowest it has been since August 1969. From Seufert's piece:“But one might assume that the economy has utterly imploded from reading the Q3 earnings call transcripts of various social media platforms. Alphabet, Meta, and Snap, in particular, cited macroeconomic weakness, headwinds, uncertainty, challenges, etc. in their Q3 earnings calls.”In the weeks since Seufert's article, the overall numbers are trending to agree. The Download has recently mentioned podcast ad spend has remained up while others decline, but the same holds true for other areas. Last week a piece by Ethan Cramer-Flood for Insider Intelligence reports mobile app install ad spending increased 24.8% in 2022, on track to a market growth of 12% this year. Meanwhile, still on Insider Intelligence, Daniel Konstantinovic reports that while market concerns aren't gone, ad-cost inflation has slowed. 84% of ad executives told Insider Intelligence they're not lowering budgets for 2023. From Konstantinovic:“But now, the industry is adjusting to a new normal. With inflation steadily falling and the cost per ad decreasing, some of the advertising spending that was staunched in the second half of last year may return.”The future may be uncertain, but for the wider advertising economy, podcasting included, things tend to be stable or trending upward. And, it bears repeating, podcasting has never benefited from mobile device IDs. From this industry's perspective, at least, ATT has had little to no impact. It feels fitting to end with this quote from Seufert's article:“While one might materialize, the belief that an advertising recession is currently and comprehensively depressing advertising spend is difficult to support with analytical rigor.”Streaming advertisers continue to struggle with frequency caps. Shreya: If you've used a video streaming service with advertisements, you're likely intimately aware of the industry's issue with frequency caps. Last week's Future of TV Briefing from Digiday's Tim Peterson zooms in on this particular issue with the section Capping Out. Streaming advertisers are in a bind. Some viewers are getting underexposed to ads, while others are overexposed. Problems that will only exacerbate as digital video streaming continues on its overtake of traditional television. According to a recent eMarketer graph, US adults only averaged five minutes less digital video time than television last year, and are projected to overtake TV's declining numbers for the first time this year. Of course, addressing the frequency issues isn't as easy as it sounds. A myriad of reasons exist, from lack of ability to track exposures across multiple streaming platforms, to multiple DSPs buying from the same pool. Even when the solution exists, sometimes it comes at a price. Peterson reports some streamers are charging more in exchange for placing stricter frequency caps. An anonymous ad agency executive told Digiday:“Some will endeavor to charge more for more restrictive frequency caps, which could be prohibitive or incentivize lower spend from partners. But more and more, they're willing to waive those fees. And hopefully that will be the case going forward as I think these lower frequency caps are the expectation, not the exception anymore.”This particular piece made the cut this week for two reasons.It's a good overview of the situation as it currently stands for streamers. It serves as a reminder that issues we experience in the business of podcasting are not always unique to podcasting, nor is the onus on our industry to magically fix the problem ourselves. Something to keep in mind before the next headline about ‘podcasting's frequency capping problem' rolls around. Bumper Calculates Listen TimeManuela: Back in January, Bumper's Jonas Woost posted a proposal for the podcasting industry to move past the download and evolve similarly to how YouTube has evolved past the view. While not abandoned by any means, video view counts have taken a back seat to watch time metrics in recent years. Bumper's future aims for podcasters to have their own metric with listen time. This week Dan Misener has followed up Jonas' post by calculating listen time on an episode of his podcast Grownups Read Things They Wrote as Kids. From the article:: “Inconveniently, many podcast apps simply do not report Listen Time, or equivalent metrics. At Bumper, we try not to let perfect be the enemy of good. So to calculate Listen Time for podcast episodes, we do the best we can with what we have, then use reasonable estimates for the rest.” While not a herculean effort, Misener's step-by-step guide on how to pull your own numbers from Apple and Spotify require some arithmetic and a teeny bit of opening your browser's code to find a specific JSON file. For anyone finding themselves interested for business reasons, or perhaps for a geeky weekend math project, the article also provides a Google Sheets template to start from.In addition to the guide for Apple and Spotify, Misener tosses in a few extra-credit opportunities into the assignment with suggestions for also implementing YouTube watch time, Google Podcasts ‘minutes played', and ‘hours listened' data from applicable embedded web players.As Misener says in his closing bullet points, the download isn't going anywhere. Bumper's goal is to aim for a future where downloads are not the only metric considered. Now to see if various platforms and apps share a similar outlook and make steps to provide Listen Time. We'll keep our ears open. IPG Equity Upfront Spotlights Lack of Diverse AdspendShreya: This month the IPG Mediabrands Equity Upfront event in New York brought together around thirty publishers to focus on media with owners of diverse backgrounds. Ryan Barwick of Marketing Brew was in attendance to cover the event. From his article:“Nearly two years after many in the advertising industry revealed plans to invest more money in Black-owned media, those publishers said they are still educating media buyers and advertisers about what they have to offer.” According to Magna US president Dani Benowitz, IPG Mediabrands increased its ad spend in Black-owned media 61% between 2021 and 2022, as well as a 7% increase in Hispanic-owned media and 32% in AAPI-owned media.Still, money isn't flowing in as fast as old promises implied. According to Magna's estimates from Nielsen data, only 2% of total ad spend goes to Black-owned media, despite 14% of the US population being Black.This week Marketing Brew's Katie Hicks writes on similar pay inequity in influencer marketing: “In December 2021, influencer education platform The Influencer League and PR agency MSL US released a study that found that Black creators, on average, made 35% less than white creators. While the issue has gotten more attention in the last year, Brittany Bright, founder of The Influencer League, told us that efforts to address it are still in their early stages.”Cavel Khan, CCO of Group Black, a collective of publishers and creators focused on bringing more ad dollars to Black-owned media, ends Barwick's piece explaining events like IPG's Equity Upfront put a stop to excuses for industries not prioritizing minority-owned media companies. From Khan: “Everyone who's going to present to you is creating value…You're going to have an overwhelming amount of evidence when you sit here for three days. You have to act.”Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week:If you work for a podcast network, we've got a webinar signup link you'll want to check out. Clear your calendar for Wednesday, March 1st, when Bryan Barletta takes to the virtual stage with Frequency CEO Pete Jimison to talk about Frequency's next generation of podcast workflow tools. Catch a live demo and hear directly from Pete about automating vetting processes that can help you gain speed, efficiencies, and scale your network. Visit the link in our show notes to register. Please note, registration requests will only be accepted for those that work at podcast networks.ARN's iHeart and Magellan AI have released the Australian Top 15 Podcast Advertisers for Q4 2022. From Amazon to Aldi, the list covers a wide spectrum of businesses. The Digiday Media Awards deadline for submissions is approaching, with the regular deadline being March 9th and the last-chance deadline on April 20th. This year will be the first edition of the awards to include Top Podcast.IAB Tech Lab's First Data Clean Room Standard is Open for Public Comment by Allison Schiff. A solid explanation of the standard and what impacts it could have. Manuela: And that was The Download, brought to you by Sounds Profitable! Today's episode was built using Spooler and hosted on ART19. Find out more at Spooler.fm and Art19.comI know we went through today's stories fast, so be sure to check out the links to every article mentioned, right in your podcast listening app, or on SoundsProfitable.com. And thank you for sticking with us as we bring you the top stories you might have missed from the past week. I'm Manuela Bedoya.Shreya : And I'm Shreya Sharma. Our producers are Bryan Barletta, Gavin Gaddis, and Tom Webster. Our editors are Reece Carman and Ron Tendick. Special thanks to Art19 for hosting The Download. And thanks to you for joining us.
Manuela: This is The Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I'm Manuela Bedoya. Shreya: And I'm Shreya Sharma.This week: The App Tracking Transparency Recession, Streamers struggle with frequency capping, Bumper calculates listen time, and IPG Equity Upfront Spotlights Lack of Diverse Adspend.Manuela: The Download is brought to you by Magellan AI. Track the trends in spend, ad load, podcasts on YouTube, and more with Magellan AI's advertising benchmark report for Q4, available now. Link in the description or at Magellan dot AIShreya: Let's get started. The App Tracking Transparency recession Manuela: While not hot off the presses, an early January article from Eric Benjamin Seufert discussing the effects of Apple's App Tracking Transparency has come across The Download's desk. As with most things in advertising, there's nuance in the numbers.Quick refresher for those who haven't seen the letters ATT dozens of times: App Tracking Transparency was a privacy policy introduced to iOS in 2021 that turns most forms of mobile data tracking into an opt-in service. As a result, a significant portion of iOS users have digitally disappeared for advertisers. An upset to the status quo, for sure, but the overall numbers provided by Seufert show the digital advertising market is not in a cyclical downturn. That said, social media platforms and other industries most likely to be affected by ATT have experienced a significant downturn due to a combination of both ATT-influenced changes and changing consumer preferences.Which is to say, not macroeconomic factors. A market-wide downturn, as well as more stress on those companies most affected by ATT, would primarily come from an actual 2023 recession. Overall, digital advertising has been working as intended. Consumers are consuming. Seufert points to a Bureau of Labor Statistics graph tracking US employment in December of 2022. According to these, unemployment is the lowest it has been since August 1969. From Seufert's piece:“But one might assume that the economy has utterly imploded from reading the Q3 earnings call transcripts of various social media platforms. Alphabet, Meta, and Snap, in particular, cited macroeconomic weakness, headwinds, uncertainty, challenges, etc. in their Q3 earnings calls.”In the weeks since Seufert's article, the overall numbers are trending to agree. The Download has recently mentioned podcast ad spend has remained up while others decline, but the same holds true for other areas. Last week a piece by Ethan Cramer-Flood for Insider Intelligence reports mobile app install ad spending increased 24.8% in 2022, on track to a market growth of 12% this year. Meanwhile, still on Insider Intelligence, Daniel Konstantinovic reports that while market concerns aren't gone, ad-cost inflation has slowed. 84% of ad executives told Insider Intelligence they're not lowering budgets for 2023. From Konstantinovic:“But now, the industry is adjusting to a new normal. With inflation steadily falling and the cost per ad decreasing, some of the advertising spending that was staunched in the second half of last year may return.”The future may be uncertain, but for the wider advertising economy, podcasting included, things tend to be stable or trending upward. And, it bears repeating, podcasting has never benefited from mobile device IDs. From this industry's perspective, at least, ATT has had little to no impact. It feels fitting to end with this quote from Seufert's article:“While one might materialize, the belief that an advertising recession is currently and comprehensively depressing advertising spend is difficult to support with analytical rigor.”Streaming advertisers continue to struggle with frequency caps. Shreya: If you've used a video streaming service with advertisements, you're likely intimately aware of the industry's issue with frequency caps. Last week's Future of TV Briefing from Digiday's Tim Peterson zooms in on this particular issue with the section Capping Out. Streaming advertisers are in a bind. Some viewers are getting underexposed to ads, while others are overexposed. Problems that will only exacerbate as digital video streaming continues on its overtake of traditional television. According to a recent eMarketer graph, US adults only averaged five minutes less digital video time than television last year, and are projected to overtake TV's declining numbers for the first time this year. Of course, addressing the frequency issues isn't as easy as it sounds. A myriad of reasons exist, from lack of ability to track exposures across multiple streaming platforms, to multiple DSPs buying from the same pool. Even when the solution exists, sometimes it comes at a price. Peterson reports some streamers are charging more in exchange for placing stricter frequency caps. An anonymous ad agency executive told Digiday:“Some will endeavor to charge more for more restrictive frequency caps, which could be prohibitive or incentivize lower spend from partners. But more and more, they're willing to waive those fees. And hopefully that will be the case going forward as I think these lower frequency caps are the expectation, not the exception anymore.”This particular piece made the cut this week for two reasons.It's a good overview of the situation as it currently stands for streamers. It serves as a reminder that issues we experience in the business of podcasting are not always unique to podcasting, nor is the onus on our industry to magically fix the problem ourselves. Something to keep in mind before the next headline about ‘podcasting's frequency capping problem' rolls around. Bumper Calculates Listen TimeManuela: Back in January, Bumper's Jonas Woost posted a proposal for the podcasting industry to move past the download and evolve similarly to how YouTube has evolved past the view. While not abandoned by any means, video view counts have taken a back seat to watch time metrics in recent years. Bumper's future aims for podcasters to have their own metric with listen time. This week Dan Misener has followed up Jonas' post by calculating listen time on an episode of his podcast Grownups Read Things They Wrote as Kids. From the article:: “Inconveniently, many podcast apps simply do not report Listen Time, or equivalent metrics. At Bumper, we try not to let perfect be the enemy of good. So to calculate Listen Time for podcast episodes, we do the best we can with what we have, then use reasonable estimates for the rest.” While not a herculean effort, Misener's step-by-step guide on how to pull your own numbers from Apple and Spotify require some arithmetic and a teeny bit of opening your browser's code to find a specific JSON file. For anyone finding themselves interested for business reasons, or perhaps for a geeky weekend math project, the article also provides a Google Sheets template to start from.In addition to the guide for Apple and Spotify, Misener tosses in a few extra-credit opportunities into the assignment with suggestions for also implementing YouTube watch time, Google Podcasts ‘minutes played', and ‘hours listened' data from applicable embedded web players.As Misener says in his closing bullet points, the download isn't going anywhere. Bumper's goal is to aim for a future where downloads are not the only metric considered. Now to see if various platforms and apps share a similar outlook and make steps to provide Listen Time. We'll keep our ears open. IPG Equity Upfront Spotlights Lack of Diverse AdspendShreya: This month the IPG Mediabrands Equity Upfront event in New York brought together around thirty publishers to focus on media with owners of diverse backgrounds. Ryan Barwick of Marketing Brew was in attendance to cover the event. From his article:“Nearly two years after many in the advertising industry revealed plans to invest more money in Black-owned media, those publishers said they are still educating media buyers and advertisers about what they have to offer.” According to Magna US president Dani Benowitz, IPG Mediabrands increased its ad spend in Black-owned media 61% between 2021 and 2022, as well as a 7% increase in Hispanic-owned media and 32% in AAPI-owned media.Still, money isn't flowing in as fast as old promises implied. According to Magna's estimates from Nielsen data, only 2% of total ad spend goes to Black-owned media, despite 14% of the US population being Black.This week Marketing Brew's Katie Hicks writes on similar pay inequity in influencer marketing: “In December 2021, influencer education platform The Influencer League and PR agency MSL US released a study that found that Black creators, on average, made 35% less than white creators. While the issue has gotten more attention in the last year, Brittany Bright, founder of The Influencer League, told us that efforts to address it are still in their early stages.”Cavel Khan, CCO of Group Black, a collective of publishers and creators focused on bringing more ad dollars to Black-owned media, ends Barwick's piece explaining events like IPG's Equity Upfront put a stop to excuses for industries not prioritizing minority-owned media companies. From Khan: “Everyone who's going to present to you is creating value…You're going to have an overwhelming amount of evidence when you sit here for three days. You have to act.”Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week:If you work for a podcast network, we've got a webinar signup link you'll want to check out. Clear your calendar for Wednesday, March 1st, when Bryan Barletta takes to the virtual stage with Frequency CEO Pete Jimison to talk about Frequency's next generation of podcast workflow tools. Catch a live demo and hear directly from Pete about automating vetting processes that can help you gain speed, efficiencies, and scale your network. Visit the link in our show notes to register. Please note, registration requests will only be accepted for those that work at podcast networks.ARN's iHeart and Magellan AI have released the Australian Top 15 Podcast Advertisers for Q4 2022. From Amazon to Aldi, the list covers a wide spectrum of businesses. The Digiday Media Awards deadline for submissions is approaching, with the regular deadline being March 9th and the last-chance deadline on April 20th. This year will be the first edition of the awards to include Top Podcast.IAB Tech Lab's First Data Clean Room Standard is Open for Public Comment by Allison Schiff. A solid explanation of the standard and what impacts it could have. Manuela: And that was The Download, brought to you by Sounds Profitable! Today's episode was built using Spooler and hosted on ART19. Find out more at Spooler.fm and Art19.comI know we went through today's stories fast, so be sure to check out the links to every article mentioned, right in your podcast listening app, or on SoundsProfitable.com. And thank you for sticking with us as we bring you the top stories you might have missed from the past week. I'm Manuela Bedoya.Shreya : And I'm Shreya Sharma. Our producers are Bryan Barletta, Gavin Gaddis, and Tom Webster. Our editors are Reece Carman and Ron Tendick. Special thanks to Art19 for hosting The Download. And thanks to you for joining us.
This week on the Media Roundtable: Super Bowl Edition, the agents of influence are breaking down our winners and losers. Under center is Oxford Road's very own Stew Redwine on the host microphone, along with fellow Oxford Road pro-bowlers Kristen Duenas, Neal Lucey, and Jennifer Laine, and Alyssa Meyers (reporter at Marketing Brew). Who converted and who doinked it off the posts?
An article from Marketing Brew about Dry January trends data raises some questions about the hype vs. participation of Dry January. We take a look at the data ourselves and give an analysis. Then, we take a look at Google Trends data for Valentine's Day, Super Bowl, and St. Patrick's Day. Reference: https://www.marketingbrew.com/stories/2023/01/25/how-alcohol-brands-are-embracing-the-rise-of-dry-january---For more information on Get Hoptimized, check out our website or follow us on social media.www.gethoptimized.com@gethoptimized
Rob Balasabas @robertbalasabas is the Head of Partnerships & Community at @uscreen (https://www.uscreen.tv/?via=fei) He manages Uscreen's Influencer Marketing Program, including Sponsorships, Content Collaborations, Conferences, and Events. Rob also oversees the Uscreen Community Team. Rob is a content creator at heart, he publishes tutorial videos and livestreams on his personal Youtube Channel and social profiles. He also has a podcast called “Coffee with Content Creators” where he interviews successful content creators, influencers, and industry experts. He runs a private membership called “CreatorsTV”. He's an advocate for content creators and speaks about monetization, building revenue streams, and the latest news around the creator economy. Rob attends and speaks at various conferences each year, such as VidSummit, FinCon, Podfest, Social Media Marketing World, The Brief by The Marketing Brew, and several others. When he's not working, Rob is a husband and a dad, loves to drink coffee, and explore new places with his family. Rob's Web & Social Links: Youtube: https://www.youtube.com/c/socialmediaclub Linkedin: https://www.linkedin.com/in/robbalasabas Instagram: https://www.instagram.com/robsotheraccount Twitter: https://twitter.com/rob_balasabasPodcast: https://anchor.fm/robbalasabas Private Membership: https://robbalasabas.uscreen.io About Uscreen: From individuals to fortune 500 companies, Uscreen helps brands of all sizes monetize & distribute videos online. Uscreen is a robust video monetization and membership platform, and an industry leader with a team of over 130 amazing individuals located all around the world that helps over 25,000 creators, brands, and businesses monetize videos and make money doing what they love. Learn more about Uscreen here https://www.uscreen.tv/?via=fei --- Send in a voice message: https://anchor.fm/feisworld/message
This week on the Media Roundtable, we complete our very special two-parter with a look ahead at the podcast trends that'll shape your 2023. Leading the charge again is Oxford Road's very own Jennifer Laine on the host microphone, along with Oxford Road CEO and founder Dan Granger, Alyssa Meyers (reporter at Marketing Brew), Bryan Barletta (founder of Sounds Profitable), and James Cridland (editor of Podnews and radio futurologist). The panel puts their collective heads together to prognosticate on what will transpire in what already promises to be a dynamic year for marketers and the world.
It's that time of year to take account of the past and start to think about the future. This week on the Media Roundtable, we're doing just that in a special, two-part episode. Hosting is Oxford Road's very own Jennifer Laine, along with Oxford Road CEO and founder Dan Granger, Alyssa Meyers (reporter at Marketing Brew), Bryan Barletta (founder of Sounds Profitable), and James Cridland (editor of Podnews and radio futurologist).
In this episode, Mike is joined by Alex Lieberman, the Co-founder of the Morning Brew. Alex and his co-founder Austin Rief founded the Morning Brew newsletter in 2015 while they were students at the University of Michigan. Since then, the newsletter has over 4 million readers and has sold a majority stake for 8-figures in October of 2020 Morning Brew creates accessible content for anyone interested in business. They have a lifestyle and recommendations publication, Sidekick, and podcasts, Business Casual and Founders Journal. For the people who love to dive deep into an industry, they also have Emerging Tech Brew, Retail Brew, Marketing Brew, and our new vertical HR Brew. Throughout this episode, Alex shares the story of how Morning Brew rose to success after him and Austin started it while in college. He talks about the early days creating the Morning Brew, how selling the business has changed his life personally and professionally, the challenges that come with selling a business, what he is focusing his time on now, and so much more. Connect with Alex Lieberman on LinkedIn Check out the Morning Brew Connect with Mike on LinkedIn Follow Mike on Instagram Get Mike's free mentorship tools at Www.fatafleishman.org Check out all things Mike at Www.mikefata.ca
“Fun translates into good performance.” The four things every marketer should know before starting their career: Find a skill (channel) that is the most fun to do. Then specialize. Specialization brings money. Specialization solves hard problems that matter. You take this even further by also specializing in a specific industry (e.g. I specialize in marketing for fintech and insurance orgs at the moment). Understand the business you're marketing. Do your best to think like the CEO. Find an excuse to meet other experts. Personal branding is the easiest way to grow your network of mentors. Create a swipe file. This is not a new or novel suggestion, just one that works. There's a reason other marketing experts do this! Key moments from marketing experts: Mark Stouse, Episode #93 - https://kennysoto.com/podcast/mark-stouse-defining-a-recession-proof-career-things-to-know-as-a-new-cmo-ep-93/ Steve Toth, Episode #99 - https://kennysoto.com/podcast/steve-toth-understanding-in-seo-can-lead-to-exponential-growth-ep-99/ Jacob Warwick #91 - https://kennysoto.com/podcast/jacob-warwick-how-your-career-narrative-can-help-you-become-a-vp-ep-91/ Maya Grossman, Episode #84 - https://kennysoto.com/podcast/maya-grossman-the-career-advice-you-need-if-you-want-to-be-a-marketing-leader-ep-84/ Sara Pion, Episode #86 - https://kennysoto.com/podcast/sara-pion-navigating-the-startup-world-as-a-new-marketer-ep-86/ Lea Pica, Episode #81 - https://kennysoto.com/podcast/lea-pica-using-data-storytelling-to-spur-action-ep-81/ My “swipe file” of favorite marketing newsletters: Nik Sharma's DTC newsletter - https://www.nik.co/subscribe Why We Buy - https://customercamp.co/newsletter/ Dave Gerhardt's B2B Marketing Advice - https://dgmg.davegerhardt.com/email The Marketing Brew - morningbrew.com/marketing//r/?kid=9f1e7657 Stacked Marketer - https://www.stackedmarketer.com/friend-recommended/?utm_source=sparkloop&utm_medium=referral&utm_campaign=sm_daily&rh_ref=2b82a0e9 SEO-specific newsletters I use for work include: WTF is SEO? - https://wtfseo.substack.com SEONoteBook - https://seonotebook.com Jeremy Moser's newsletter -https://www.jermoser.com Other marketing podcasts to subscribe to: Exit Five - https://open.spotify.com/show/0OJJbQlcUlHiLSvNZoJTYf Marketing School - https://open.spotify.com/show/1NulSGKhstJuty8iYPBMo5 Marketing Against The Grain - https://open.spotify.com/show/3bMqKPfI45OmTK5hENtIOk *Quick editing note: I got the acronym for SCORE incorrect! It's actually the Service Corps of Retired Executives. I ended up clipping that audio out of this episode. --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
This week: Why sports podcasts are a slam dunk for podcast advertisers, our quarterly earnings roundup, how the buy-side of advertising defines ‘premium' content, how podcast advertisers are embracing Latino podcasting, and Netflix launches their ad-supported tier. Why sports podcasts could be a slam dunk for advertisers who know how to navigate the in-demand space Shreya: There's no denying the synergy of sports and advertisers during regular game seasons, but a new article from MarketingBrew's Alyssa Meyers highlights how podcasts can easily fill that gap the rest of the year. “The sports podcast genre is among the top five most popular in the US, according to Edison Research, and the percentage share of ad revenue for that category more than doubled from 2020 to 2021, according to the Interactive Advertising Bureau.” Several of Meyers' sources stress that sports is one of the most in-demand podcast genres for ad buyers. Steven Abraham, president of the Oxford Road, said the agency's biggest clients are interested in the space due to its reach with an active and engaged audience. “A good sports-podcast media plan includes both, according to Abraham. Major shows that cover entire leagues or sports news in general can provide the benefit of reach, but fan-led shows that focus on specific teams tend to be more targeted and affordable, he said.” Regardless of a show's popularity, the CPM of a sports podcast has the benefit of flexibility even in the off season. Locked On Podcast Network CEO David Locke reports listenership spikes more during off-season times like trade deadlines than during important games during the normal season. Traditional media has spent decades refining their infrastructure around courting sports fans when players are on the court. Podcasting has the flexibility and staying power to capitalize on sports fandom's dedication for their favorite pastime and make sporting content a perennial avenue for advertisers. Podcasting Companies Post Q3 Earnings Manuela: It's time for what's becoming a quarterly event here on The Download: quarterly earnings reports are here! Most of what we're reporting on today has been released in the past week, but in the interest of gathering everyone together, we'll open with Spotify. As we covered back in October, Spotify shares dipped after their earnings call, in which CEO David Ek announced price increases coming in 2023. In good news for Big Green: they report 456 million monthly active users, up 20% year over year, 195 million of which are paying subscribers, representing a 13% year over year jump. iHeartMedia is up 7% year over year on revenue, with a Q3 total of $989 million. Their Digital Audio Group revenue hit a 23% year over year increase, with podcast revenue hitting $91 million dollars. On Wednesday Veritone posted their Q3 financial report. $37.2 million in revenue with 64% year over year growth. Audacy's financial report shows total revenue down 3.8% year on year. Their Digital revenue, including podcasting, made $62 million in the quarter. As Podnews James Cridland reports, this is up 2% year on year but 10% down quarter on quarter. Cridland also said: “The company is threatened with stock market delisting; stock hit a record low of $0.27 yesterday.” Acast's Q3 has been positive with revenue up 21%, amounting to $29.8 million USD when converted from Krona. In their significant events recap they list the Podchaser acquisition, the partnership with Wondery to translate and record successful podcasts in Italian, and their agreement with rep The New York Times and sell UK ad space on NYT podcasts. They also note Amazon functionally purchasing all ad space on Acast podcasts through the deal struck just after the reporting period so Amazon can run Acast shows ad-free for Amazon Music subscribers. How the buy-side of the ad industry is now defining ‘premium' content Shreya: On Wednesday Ronan Shields, writing for Digiday, published a piece covering how the buyer side of the market is defining premium ad content and the general mood of the industry in regards to the looming threat of recession. The piece quotes panels from multiple relevant conferences in New York City last week. “Just about everyone in the industry is bracing themselves for a recession with swinging cuts to advertisers' budgets expected, fellow panelists Jesse Fisher from Horizon Media and GroupM's Esra Bacher offered insights into how marketers would make budgeting decisions. They both pointed out how priorities will delineate depending on whether they are an emerging or mature brand.” Fischer predicts smaller brands will focus more on awareness campaigns instead of focusing on ROI. “But if you look at a more mature brand, you know that's really well positioned… they might shift spend into more measurable channels and types of activations because they really want to make sure that if they're spending a million dollars, they're able to see $1.1 million in ROI.” Programmatic Investment Lead at GroupM Esra Bacher suggests marketers and media agencies have evolved enough to withstand the brunt of an anticipated economic downturn better than the 2008 recession that lead to sweeping cuts. While DSPs and premium publishers are using tools like The Trade Desk's OpenPath to form direct relationships, media agencies are similarly getting together with supply-side platforms. An anonymous source at Brand Safety Week told Digiday: “It's not possible for us to talk to 10,000 publishers, but it is possible for us to talk to 50 SSPs. So, we might look to see how much we're spending with, say, 10-15 publishers via DSPs, and then look to see which SSPs have unique supply, unique data… and transparency on things like show-level data…” Podcast listening by US Latinos is on the rise. Are ad dollars following suit? Manuela: Back in August the third annual Latino Podcast Listener Report from Edison Research was published, as dedicated listeners might remember from our coverage. The report delivered promising news, including the statistic that 59% of US Latino adults have listened to a podcast at least once. This past Wednesday Alyssa Meyers, writing for MarketingBrew, covered both the highlights of the report and how the podcasting industry is adjusting to the rise in Latino audiences. Latina Podcasters Network and Latino Pods CEO Rita Bautista says their stable of 40+ podcasts broke six figures in ad revenue so far in 2022, working with brands like Ulta Beauty, Pfizer, and Gold Peak. The network does not run prerecorded ads, preferring host-read copy to ensure authenticity. “There's absolutely a lot of interest in the Hispanic opportunity by many advertisers,” said Jesus Lara, president of Univision Radio, including its Uforia Audio Network. “There's other advertisers that will need a little more education.” Lara stressed that authenticity has to be paramount when building ad creative. Ad Results Media VP of media operations and analytics Lisa Jacobs says she advises brands to only write copy in another language if they have someone fluent around to work on the translation. Jacobs told MarketingBrew this might seem self-explanatory, but there have been situations in the past where someone used Google Translate to try and convert copy to another language. Bautista says she's seeing brands follow the advice of people like Jacobs, though there is room to grow. “The needle is moving. It's not moving as quickly as it needs to be, but…I do commend these companies that we've been working with for trying their best, and making sure that they are working on these efforts, and asking for feedback, and looking towards the right types of networks to advertise with in order to get this right.” Brands advertising on Netflix include Louis Vuitton, Subway, and Duracell Shreya: Previously we've covered Netflix's moves into making its cheapest tier an ad-supported one. Last week the platform officially launched the tier, charging $6.99 for ‘Basic with Ads' in the US, as well as eight other countries. MarketingBrew's Kelsey Sutton reports the ad loads are capped at four to five minutes of advertising per hour and the formats are pre-roll and mid-roll. Sutton and others from MarketingBrew used accounts on the new tier to catch the new advertisement breaks in action. “Brands we spotted while watching Gilmore Girls and Ozark included everything from luxury brands like Louis Vuitton, Tiffany & Co., and Bulgari to tech brands like Beats by Dre and Google. Apartments.com, Best Western, Booking.com, Cadillac, CeraVe, Duracell, Michelob Ultra, and Subway were also spotted in the mix. Sutton reports the exercise found an average of three ad breaks per episode amounting to around 60 seconds total of midroll plus the preroll that ran before the episode began. “It remains to be seen how many of Netflix's ~223 million global subscribers will opt to watch with ads. In a poll last month, most Marketing Brew readers said they'd keep their existing ad-free subscriptions, but 14% each said they'd either sign up for Netflix on its ad-supported tier for the first time or switch their existing ad-free subscription to the ad-supported tier.” The new service isn't quite plug-and-play just yet, as Netflix has to renegotiate licensing agreements with studios before it can run advertisements on their properties. They also appear to still be working on implementing the measurement tools produced by their partnership with DoubleVerify, Integral Ad Science, and Nielsen. While Sutton mentions some advertisers are waiting in the wings to gauge the public's reaction to the new tier, it's clear plenty of big-name advertisers are interested in buying ad space on premium content. Netflix's CPM for their new ad slots has been reported between $60 and $80. It's exciting to see both the interest and the price holding in a buyer's market. Now to see if Netflix can deliver long-term. For now we can only watch, both literally and figuratively. Quick Hits Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: The holiday campaigns have begun- here's what we're seeing so far by Katie Hicks for MarketingBrew. A breezy breakdown of what tact major brands are taking with their holiday season campaigns this year, with trends developing around addressing inflation and families celebrating together. These Are the Salaries Warner, Amazon and Sony Offer For Audio Jobs by Ashley Carman for Bloomberg. Last week's issue of Carman's newsletter Soundbite features a look at salaries for a variety of companies working in audio now that New York City has passed a new law requiring good faith salary ranges on open positions. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable.See omnystudio.com/listener for privacy information.
This week: Why sports podcasts are a slam dunk for podcast advertisers, our quarterly earnings roundup, how the buy-side of advertising defines ‘premium' content, how podcast advertisers are embracing Latino podcasting, and Netflix launches their ad-supported tier. Why sports podcasts could be a slam dunk for advertisers who know how to navigate the in-demand space Shreya: There's no denying the synergy of sports and advertisers during regular game seasons, but a new article from MarketingBrew's Alyssa Meyers highlights how podcasts can easily fill that gap the rest of the year. “The sports podcast genre is among the top five most popular in the US, according to Edison Research, and the percentage share of ad revenue for that category more than doubled from 2020 to 2021, according to the Interactive Advertising Bureau.” Several of Meyers' sources stress that sports is one of the most in-demand podcast genres for ad buyers. Steven Abraham, president of the Oxford Road, said the agency's biggest clients are interested in the space due to its reach with an active and engaged audience. “A good sports-podcast media plan includes both, according to Abraham. Major shows that cover entire leagues or sports news in general can provide the benefit of reach, but fan-led shows that focus on specific teams tend to be more targeted and affordable, he said.” Regardless of a show's popularity, the CPM of a sports podcast has the benefit of flexibility even in the off season. Locked On Podcast Network CEO David Locke reports listenership spikes more during off-season times like trade deadlines than during important games during the normal season. Traditional media has spent decades refining their infrastructure around courting sports fans when players are on the court. Podcasting has the flexibility and staying power to capitalize on sports fandom's dedication for their favorite pastime and make sporting content a perennial avenue for advertisers. Podcasting Companies Post Q3 Earnings Manuela: It's time for what's becoming a quarterly event here on The Download: quarterly earnings reports are here! Most of what we're reporting on today has been released in the past week, but in the interest of gathering everyone together, we'll open with Spotify. As we covered back in October, Spotify shares dipped after their earnings call, in which CEO David Ek announced price increases coming in 2023. In good news for Big Green: they report 456 million monthly active users, up 20% year over year, 195 million of which are paying subscribers, representing a 13% year over year jump. iHeartMedia is up 7% year over year on revenue, with a Q3 total of $989 million. Their Digital Audio Group revenue hit a 23% year over year increase, with podcast revenue hitting $91 million dollars. On Wednesday Veritone posted their Q3 financial report. $37.2 million in revenue with 64% year over year growth. Audacy's financial report shows total revenue down 3.8% year on year. Their Digital revenue, including podcasting, made $62 million in the quarter. As Podnews James Cridland reports, this is up 2% year on year but 10% down quarter on quarter. Cridland also said: “The company is threatened with stock market delisting; stock hit a record low of $0.27 yesterday.” Acast's Q3 has been positive with revenue up 21%, amounting to $29.8 million USD when converted from Krona. In their significant events recap they list the Podchaser acquisition, the partnership with Wondery to translate and record successful podcasts in Italian, and their agreement with rep The New York Times and sell UK ad space on NYT podcasts. They also note Amazon functionally purchasing all ad space on Acast podcasts through the deal struck just after the reporting period so Amazon can run Acast shows ad-free for Amazon Music subscribers. How the buy-side of the ad industry is now defining ‘premium' content Shreya: On Wednesday Ronan Shields, writing for Digiday, published a piece covering how the buyer side of the market is defining premium ad content and the general mood of the industry in regards to the looming threat of recession. The piece quotes panels from multiple relevant conferences in New York City last week. “Just about everyone in the industry is bracing themselves for a recession with swinging cuts to advertisers' budgets expected, fellow panelists Jesse Fisher from Horizon Media and GroupM's Esra Bacher offered insights into how marketers would make budgeting decisions. They both pointed out how priorities will delineate depending on whether they are an emerging or mature brand.” Fischer predicts smaller brands will focus more on awareness campaigns instead of focusing on ROI. “But if you look at a more mature brand, you know that's really well positioned… they might shift spend into more measurable channels and types of activations because they really want to make sure that if they're spending a million dollars, they're able to see $1.1 million in ROI.” Programmatic Investment Lead at GroupM Esra Bacher suggests marketers and media agencies have evolved enough to withstand the brunt of an anticipated economic downturn better than the 2008 recession that lead to sweeping cuts. While DSPs and premium publishers are using tools like The Trade Desk's OpenPath to form direct relationships, media agencies are similarly getting together with supply-side platforms. An anonymous source at Brand Safety Week told Digiday: “It's not possible for us to talk to 10,000 publishers, but it is possible for us to talk to 50 SSPs. So, we might look to see how much we're spending with, say, 10-15 publishers via DSPs, and then look to see which SSPs have unique supply, unique data… and transparency on things like show-level data…” Podcast listening by US Latinos is on the rise. Are ad dollars following suit? Manuela: Back in August the third annual Latino Podcast Listener Report from Edison Research was published, as dedicated listeners might remember from our coverage. The report delivered promising news, including the statistic that 59% of US Latino adults have listened to a podcast at least once. This past Wednesday Alyssa Meyers, writing for MarketingBrew, covered both the highlights of the report and how the podcasting industry is adjusting to the rise in Latino audiences. Latina Podcasters Network and Latino Pods CEO Rita Bautista says their stable of 40+ podcasts broke six figures in ad revenue so far in 2022, working with brands like Ulta Beauty, Pfizer, and Gold Peak. The network does not run prerecorded ads, preferring host-read copy to ensure authenticity. “There's absolutely a lot of interest in the Hispanic opportunity by many advertisers,” said Jesus Lara, president of Univision Radio, including its Uforia Audio Network. “There's other advertisers that will need a little more education.” Lara stressed that authenticity has to be paramount when building ad creative. Ad Results Media VP of media operations and analytics Lisa Jacobs says she advises brands to only write copy in another language if they have someone fluent around to work on the translation. Jacobs told MarketingBrew this might seem self-explanatory, but there have been situations in the past where someone used Google Translate to try and convert copy to another language. Bautista says she's seeing brands follow the advice of people like Jacobs, though there is room to grow. “The needle is moving. It's not moving as quickly as it needs to be, but…I do commend these companies that we've been working with for trying their best, and making sure that they are working on these efforts, and asking for feedback, and looking towards the right types of networks to advertise with in order to get this right.” Brands advertising on Netflix include Louis Vuitton, Subway, and Duracell Shreya: Previously we've covered Netflix's moves into making its cheapest tier an ad-supported one. Last week the platform officially launched the tier, charging $6.99 for ‘Basic with Ads' in the US, as well as eight other countries. MarketingBrew's Kelsey Sutton reports the ad loads are capped at four to five minutes of advertising per hour and the formats are pre-roll and mid-roll. Sutton and others from MarketingBrew used accounts on the new tier to catch the new advertisement breaks in action. “Brands we spotted while watching Gilmore Girls and Ozark included everything from luxury brands like Louis Vuitton, Tiffany & Co., and Bulgari to tech brands like Beats by Dre and Google. Apartments.com, Best Western, Booking.com, Cadillac, CeraVe, Duracell, Michelob Ultra, and Subway were also spotted in the mix. Sutton reports the exercise found an average of three ad breaks per episode amounting to around 60 seconds total of midroll plus the preroll that ran before the episode began. “It remains to be seen how many of Netflix's ~223 million global subscribers will opt to watch with ads. In a poll last month, most Marketing Brew readers said they'd keep their existing ad-free subscriptions, but 14% each said they'd either sign up for Netflix on its ad-supported tier for the first time or switch their existing ad-free subscription to the ad-supported tier.” The new service isn't quite plug-and-play just yet, as Netflix has to renegotiate licensing agreements with studios before it can run advertisements on their properties. They also appear to still be working on implementing the measurement tools produced by their partnership with DoubleVerify, Integral Ad Science, and Nielsen. While Sutton mentions some advertisers are waiting in the wings to gauge the public's reaction to the new tier, it's clear plenty of big-name advertisers are interested in buying ad space on premium content. Netflix's CPM for their new ad slots has been reported between $60 and $80. It's exciting to see both the interest and the price holding in a buyer's market. Now to see if Netflix can deliver long-term. For now we can only watch, both literally and figuratively. Quick Hits Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: The holiday campaigns have begun- here's what we're seeing so far by Katie Hicks for MarketingBrew. A breezy breakdown of what tact major brands are taking with their holiday season campaigns this year, with trends developing around addressing inflation and families celebrating together. These Are the Salaries Warner, Amazon and Sony Offer For Audio Jobs by Ashley Carman for Bloomberg. Last week's issue of Carman's newsletter Soundbite features a look at salaries for a variety of companies working in audio now that New York City has passed a new law requiring good faith salary ranges on open positions. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable.See omnystudio.com/listener for privacy information.
This week: Amazon Prime users get ad-free podcasts and music, Buzzsprout combats email spam, new ad placements at Apple cause brand safety issue, and a roundup of the three new podcast research studies. Amazon Music adds entire music catalog, ad-free podcasts. Manuela: On Tuesday David Pierce, writing for The Verge, covered the changes coming to Amazon Prime subscribers. Previously, Amazon Prime members had access to a limited batch of 2 million songs from Amazon Music's extensive library. Now they have access to all 100 million songs in a limited shuffle-only capacity, similar to how a Spotify free account currently works. The big change makes the Amazon Prime music offerings comparable to a free Spotify account. However, Amazon Prime members also get ad-free access to a fair few major podcasts. This includes podcasts produced by Amazon-owned companies like Wondery, as well as podcasts produced in partnership with outside companies, including NPR, ESPN, and the New York Times. “Amazon is also working on podcast discovery. It's rolling out a new feature called Podcast Previews, which seems to be something like trailers for podcast episodes. You'll be able to listen to “a short, digestible soundbite” before deciding to dive into an episode, which Amazon thinks could help discovery.” Pierce says the feature is billed as being “swipeable” and summarizes it as ‘Tinder for podcasts.' Sounds Profitable asked several large publishers and hosting platforms for their percentage of downloads from Amazon Music. All were below 1% of monthly volume. Giving Amazon's over 250 million Prime subscribers ad-free access to podcasts might bring that percentage up soon. In addition to the Prime members, those who pay the $9 monthly subscription fee for Amazon Music Unlimited but do not have Prime get access to the ad-free podcast listening and Podcast Previews tool. Buzzsprout ‘fighting back against email spam.' Shreya: This Monday, Buzzsprout posted a short update announcing a significant update to how they're distributing RSS feeds. “Email spam has increasingly become an issue for podcasters. Spammers and bots routinely scrape RSS feeds to collect podcasters' email addresses and send them junk emails.” The inclusion of a producer's email in the RSS feed has been a mixed bag in recent years. As Buzzsprout says, making it easily available leaves the door open for companies scraping data to create massive databases of email addresses specifically to cold-call in hopes of selling something relevant to podcasters. On the other hand, anyone who has produced a podcast knows the RSS email is an integral part of the process, with many platforms sending an email to that address with a verification link to prove the person claiming they own the RSS feed is legitimate. Buzzsprout's solution to that issue is simple: a new button has been added to the dashboard that puts the account owner's email back into the RSS feed for 24 hours, enough time to verify the podcast Barring any teething troubles with the 24 hour temporary email addition process, it seems like Buzzsprout has found an elegant solution to an inelegant problem. Apple's new ad placements immediately caused a brand safety crisis Manuela: As covered in past episodes of The Download, Apple has been interested in expanding advertising offerings on its platforms. This Monday Insider Intelligence's Daniel Konstantinovic posted coverage of a brand safety speedbump Apple encountered when rolling out new ad locations on the App Store. One of the new ad spots is in the “you might also like” section recommending similar apps, allowing advertisers to promote their own app. On the 25th when the ads went live, users began to notice inappropriate advertisements appearing on the platform. The chief example of this provided in the article is an ad for the game Jackpot World - Slot Machines on the page for RecoverMe, a gambling addiction management app. “The influx of gambling ads led to an outcry from developers, who didn't want their apps associated with such services, and prompted Apple to indefinitely pause ads in the gambling category.” Podcasting is no stranger to this kind of hiccup. Back in May, Spotify experienced an issue with their implementation of ads on podcast pages, leading to one Wild Turkey whiskey ad getting served to every podcast on the platform, including those about substance abuse and alcoholism, causing a small social media firestorm. Growing pains happen with large platforms rolling out changes like this. In-depth rules and hands-on verification helps reduce issues when rolling out a new moving part, like ads on every app listing. Apple is looking into expanding similar ads into Apple Podcasts. It's best to keep aware of how these changes happen and be comfortable reporting on them as they happen. Apple certainly doesn't want their own version of Spotify's whiskey snafu, but it doesn't hurt to keep an eye out when ad changes debut on any platform. Podcasting Research Roundup Shreya: Over the past week three new studies relevant to podcasting have been released, so before we close out with Quick Hits here's a brief rundown of what has just hit the airwaves. The IAB New Zealand has published The Evolution of Audio 2022, built with data collected from 95 survey respondents in late August and early September. “Respondents are decision makers or influencers in the allocation of marketing spend across audio advertising including media buyers and publishers and sales Teams.” The survey came back with promising data, including several metrics reflecting New Zealand ad buyers have used ads in broadcast streaming and podcasting more than their Australian counterparts. Then there's The Spoken Word 2022, from NPR and Edison Research. This edition comes with a special focus on younger demographics and how they interact with spoken word content. The study found a 214% increase in spoken word consumption in the 13 to 24 year old demographic compared to data from 2014. According to The Spoken Word, an estimated 131 million people in the US over the age of 13 listen to spoken word content on a daily basis, an increase of 26 million over eight years. And finally, the Q3 version of Magellan AI's Podcast advertising benchmark report is here. The report examined over 78,000 episodes of popular podcasts to get a snapshot of the state of podcast advertising. Notable findings include 1,878 new brands or products advertised with podcasts for the first time this quarter, a 2.6% increase quarter over quarter in podcast ad ok spending, and 36% of ads were thirty seconds in length. Quick Hits Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Audiences say advertisers shouldn't avoid hard news, like war or COVID by Ryan Barwick for Marketing Brew. The results of a survey published by the Trustworthy Accountability Group and the Brand Safety Institute suggest audiences are of the opinion ads should be served on all high-quality journalism, regardless of story content. TikTok developer ByteDance is hiring someone for Podcast Business Development. Two weeks ago we covered the breadcrumb trail of evidence showing TikTok is taking steps to get into podcasting in the near future. Recently, a job posting has appeared on the ByteDance website aiming to hire someone with at least five years of podcast licensing or podcast digital business development experience. Market Enginuity Podcast Group becomes Soundrise, offering a “revenue-focused partner for values-aligned podcast partners.” The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable.See omnystudio.com/listener for privacy information.
This week: Amazon Prime users get ad-free podcasts and music, Buzzsprout combats email spam, new ad placements at Apple cause brand safety issue, and a roundup of the three new podcast research studies. Amazon Music adds entire music catalog, ad-free podcasts. Manuela: On Tuesday David Pierce, writing for The Verge, covered the changes coming to Amazon Prime subscribers. Previously, Amazon Prime members had access to a limited batch of 2 million songs from Amazon Music's extensive library. Now they have access to all 100 million songs in a limited shuffle-only capacity, similar to how a Spotify free account currently works. The big change makes the Amazon Prime music offerings comparable to a free Spotify account. However, Amazon Prime members also get ad-free access to a fair few major podcasts. This includes podcasts produced by Amazon-owned companies like Wondery, as well as podcasts produced in partnership with outside companies, including NPR, ESPN, and the New York Times. “Amazon is also working on podcast discovery. It's rolling out a new feature called Podcast Previews, which seems to be something like trailers for podcast episodes. You'll be able to listen to “a short, digestible soundbite” before deciding to dive into an episode, which Amazon thinks could help discovery.” Pierce says the feature is billed as being “swipeable” and summarizes it as ‘Tinder for podcasts.' Sounds Profitable asked several large publishers and hosting platforms for their percentage of downloads from Amazon Music. All were below 1% of monthly volume. Giving Amazon's over 250 million Prime subscribers ad-free access to podcasts might bring that percentage up soon. In addition to the Prime members, those who pay the $9 monthly subscription fee for Amazon Music Unlimited but do not have Prime get access to the ad-free podcast listening and Podcast Previews tool. Buzzsprout ‘fighting back against email spam.' Shreya: This Monday, Buzzsprout posted a short update announcing a significant update to how they're distributing RSS feeds. “Email spam has increasingly become an issue for podcasters. Spammers and bots routinely scrape RSS feeds to collect podcasters' email addresses and send them junk emails.” The inclusion of a producer's email in the RSS feed has been a mixed bag in recent years. As Buzzsprout says, making it easily available leaves the door open for companies scraping data to create massive databases of email addresses specifically to cold-call in hopes of selling something relevant to podcasters. On the other hand, anyone who has produced a podcast knows the RSS email is an integral part of the process, with many platforms sending an email to that address with a verification link to prove the person claiming they own the RSS feed is legitimate. Buzzsprout's solution to that issue is simple: a new button has been added to the dashboard that puts the account owner's email back into the RSS feed for 24 hours, enough time to verify the podcast Barring any teething troubles with the 24 hour temporary email addition process, it seems like Buzzsprout has found an elegant solution to an inelegant problem. Apple's new ad placements immediately caused a brand safety crisis Manuela: As covered in past episodes of The Download, Apple has been interested in expanding advertising offerings on its platforms. This Monday Insider Intelligence's Daniel Konstantinovic posted coverage of a brand safety speedbump Apple encountered when rolling out new ad locations on the App Store. One of the new ad spots is in the “you might also like” section recommending similar apps, allowing advertisers to promote their own app. On the 25th when the ads went live, users began to notice inappropriate advertisements appearing on the platform. The chief example of this provided in the article is an ad for the game Jackpot World - Slot Machines on the page for RecoverMe, a gambling addiction management app. “The influx of gambling ads led to an outcry from developers, who didn't want their apps associated with such services, and prompted Apple to indefinitely pause ads in the gambling category.” Podcasting is no stranger to this kind of hiccup. Back in May, Spotify experienced an issue with their implementation of ads on podcast pages, leading to one Wild Turkey whiskey ad getting served to every podcast on the platform, including those about substance abuse and alcoholism, causing a small social media firestorm. Growing pains happen with large platforms rolling out changes like this. In-depth rules and hands-on verification helps reduce issues when rolling out a new moving part, like ads on every app listing. Apple is looking into expanding similar ads into Apple Podcasts. It's best to keep aware of how these changes happen and be comfortable reporting on them as they happen. Apple certainly doesn't want their own version of Spotify's whiskey snafu, but it doesn't hurt to keep an eye out when ad changes debut on any platform. Podcasting Research Roundup Shreya: Over the past week three new studies relevant to podcasting have been released, so before we close out with Quick Hits here's a brief rundown of what has just hit the airwaves. The IAB New Zealand has published The Evolution of Audio 2022, built with data collected from 95 survey respondents in late August and early September. “Respondents are decision makers or influencers in the allocation of marketing spend across audio advertising including media buyers and publishers and sales Teams.” The survey came back with promising data, including several metrics reflecting New Zealand ad buyers have used ads in broadcast streaming and podcasting more than their Australian counterparts. Then there's The Spoken Word 2022, from NPR and Edison Research. This edition comes with a special focus on younger demographics and how they interact with spoken word content. The study found a 214% increase in spoken word consumption in the 13 to 24 year old demographic compared to data from 2014. According to The Spoken Word, an estimated 131 million people in the US over the age of 13 listen to spoken word content on a daily basis, an increase of 26 million over eight years. And finally, the Q3 version of Magellan AI's Podcast advertising benchmark report is here. The report examined over 78,000 episodes of popular podcasts to get a snapshot of the state of podcast advertising. Notable findings include 1,878 new brands or products advertised with podcasts for the first time this quarter, a 2.6% increase quarter over quarter in podcast ad ok spending, and 36% of ads were thirty seconds in length. Quick Hits Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Audiences say advertisers shouldn't avoid hard news, like war or COVID by Ryan Barwick for Marketing Brew. The results of a survey published by the Trustworthy Accountability Group and the Brand Safety Institute suggest audiences are of the opinion ads should be served on all high-quality journalism, regardless of story content. TikTok developer ByteDance is hiring someone for Podcast Business Development. Two weeks ago we covered the breadcrumb trail of evidence showing TikTok is taking steps to get into podcasting in the near future. Recently, a job posting has appeared on the ByteDance website aiming to hire someone with at least five years of podcast licensing or podcast digital business development experience. Market Enginuity Podcast Group becomes Soundrise, offering a “revenue-focused partner for values-aligned podcast partners.” The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable.See omnystudio.com/listener for privacy information.
This week: ESPN to potentially partner with DraftKings, Podcasting unions make headlines, Netflix confirms two independent measurement companies, advertisers reflect on 2023 spend, and two new podcasting hosts arrive in the US. ESPN Nears Large New Partnership With DraftKingsManuela: Last Thursday Ed Hammond and Crystal Tse of Bloomberg covered an anticipated deal between ESPN and sports-betting firm DraftKings. According to an update to the piece, DraftKings' stock rose as much as 8.8% in response to the news on Friday. “ESPN has already invested heavily in sports gambling, though it has steered clear of taking actual bets. The broadcaster has betting-related shows such as Daily Wager and marketing deals with DraftKings and Caesars Entertainment Inc. where links to the sportsbooks are integrated into ESPN's website. Disney also acquired a stake in DraftKings as part of its acquisition of Fox's entertainment assets in 2019.”Disney has long avoided gambling in pursuit of upholding its wholesome family image. As Bloomberg points out, none of the Disney cruise ship fleet have casinos aboard, nor are Disney characters licensed to slot machine manufacturers. Clearly, their attitudes appear to be changing as they search for a sports betting partner for ESPN.Sean Russo, Research Manager of Magellan AI, offered this when asked about the growth of sports betting and adjacent categories: “As of August, the Fantasy Sports industry is up 22% year to date, although historically spending in the industry has peaked in September. Last year spend more than doubled between August and September, primarily driven by brands like Fanduel and DraftKings” ESPN is a major podcast network and sports betting, as well as its cousins like fantasy sports, continue to climb in popularity. If this deal comes to fruition, it could be a big deal indeed. Podcasting gains new union, hears from two recently affected by Spotify layoffs. Shreya: In this first segment we have two stories fitting in a theme of organized labor in podcasting. Last Tuesday, Audacy's Pineapple Street Studios announced last Tuesday that roughly 75% of their proposed bargaining unit signed up to officially join WGA East. Ashley Carman reported for Bloomberg: “The employees said they're looking for increased transparency around pay, rights to their intellectual property, protection against favoritism at work and improved health insurance, according to the letter.”Later in the week, the utility of unionizing was highlighted when Spotify pruned their walled garden. Last Thursday Tech Crunch's Lauren Forristal reported on Spotify canceling multiple shows at once from two of the four Spotify in-house content production companies. Three podcasts from Gimlet and eight from Parcast are either canceled effective immediately or set - in the case of Horoscope Today - scheduled to end in the second quarter of 2023. Spotify also announced this would cause “less than 5% of layoffs of Spotify's podcast staff.” Last Friday both the Gimlet Union and Parcast Union took issue with that number in an official letter posted to Twitter. “Yesterday, Spotify blindsided both Gimlet Union and Parcast Union with at least 38 layoffs across their studios. Spotify has said in the press that these layoffs constitute less than 5% of people working on original podcasts. That number is misleading. The reality is that each bargaining unit organized with the Writers Guild of America, East has lost about 30% of its members. These are not small cuts, they are massive restructurings.” The two unions go on to highlight Spotify's internal reasoning for canceling the podcasts was due to low listenership, which the unions argue was in large part due to decisions made by Spotify itself. “Their decision to make most of Gimlet's and Parcast's shows Spotify Exclusive caused a steep drop in listeners - as high as three quarters of the audience for some shows. Yet the company did little or nothing to staunch the bleeding. Shows languished without marketing support, and teams were not given clear audience goals to meet.” Netflix strikes measurement deals ahead of new ad-supported tier Manuela: On Monday Garett Sloane, writing for AdAge, reported on some updates to the ongoing story of Netflix prepping for the launch of their ad-supported tier. As covered in the September 8th episode of The Download, details were scarce about the tier beyond its possible price point and the streamer's CPM goals. “... Netflix has been asking for high prices for its ad inventory, at least $60 CPMs—cost per thousand views—while only offering limited targeting possibilities and no third-party measurement, according to people familiar with the situation.” Now Netflix has announced they're working with both Integral Ad Science and DoubleVerify to act as that third-party measurement. A measurement executive speaking to Sloane anonymously believes implementation of the two services should be relatively easy for Netflix. Netflix signing two big-name third-party companies to give credence to their measurement stands as another example of why a certain podcasting platform's decisions come off as odd. Spotify, when in a similar position of needing brand safety and ad measurement as Netflix, chose to not only work with one third-party company, they strongly inferred the partnership intended to create a proprietary brand safety tool. Surveyed advertisers discuss where they'll potentially spend differently in an uncertain 2023. Shreya: Much talk has been had about the uncertainties of how things will look in the future as the economy has a will-they-won't-they relationship with a recession. This Wednesday MarketingBrew's Ryan Barwick brought some numbers to the table that demonstrate just how uncertain the industry is. The following numbers are the result of a survey of 43 advertisers run by the World Federation of Advertisers and their media research company Ebiquity. 41% expect to keep their 2022 budgets, though as Barwick says in the article: “29% said they expect a decrease in their budget. The remaining 29% said they expect to see an increase.”While 43 might seem like a small sample size for a survey, it's worth noting those companies account for $44 billion in ad spend. 28% said they'd increase performance advertising, while 21% aim to increase their share of brand advertising. 40% of respondents would up their share of flexible or biddable buys. ““With uncertain times ahead, it's clear that brand advertisers seek more tactical agility in terms of trading and shifting budgets throughout the year, versus annual upfront commitments,” Ruben Schreurs, chief product officer at Ebiquity, wrote to Marketing Brew.” New Podcast Hosts Cross the Atlantic Manuela: Two new podcast hosting services have hit the US markets this week. First: podcast recording and editing application Alitu has announced Alitu Hosting, making the service all-in-one. According to Jacob Anderson, head of Growth at Alitu: “We started building Alitu four years ago with one mission in mind: to offer the clearest path to sharing your voice and making an impact on the world, making no compromise over control and creativity. Whether that's making one person laugh, or lifting an entire community, we want to offer the help you need to achieve your purpose.” This Tuesday French hosting service Ausha announced the rolling out of their service in the US on their official blog. Quick Hits: Recommended Weekend Reading Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Platforms used for listening to podcasts in Poland in 2022 by Statista. We make a point of discussing podcasting performance around the globe. With that in mind, here's a snapshot of data showcasing what podcast consumption looks like in Poland. Acast Talks Layoffs, It's U.S. Moves, The Ad Market, And Why It's Selling ‘The Heart.' by InsideRadio. Coverage of Acast's recent earnings call, including higher-ups talking through their strategies, layoffs, and revealing Acast only sold 28% of their ad inventory in 2021. In the interest of clarity, it's worth keeping in mind InsideRadio is owned by competitor iHeartMedia. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable.See omnystudio.com/listener for privacy information.
This week: ESPN to potentially partner with DraftKings, Podcasting unions make headlines, Netflix confirms two independent measurement companies, advertisers reflect on 2023 spend, and two new podcasting hosts arrive in the US. ESPN Nears Large New Partnership With DraftKingsManuela: Last Thursday Ed Hammond and Crystal Tse of Bloomberg covered an anticipated deal between ESPN and sports-betting firm DraftKings. According to an update to the piece, DraftKings' stock rose as much as 8.8% in response to the news on Friday. “ESPN has already invested heavily in sports gambling, though it has steered clear of taking actual bets. The broadcaster has betting-related shows such as Daily Wager and marketing deals with DraftKings and Caesars Entertainment Inc. where links to the sportsbooks are integrated into ESPN's website. Disney also acquired a stake in DraftKings as part of its acquisition of Fox's entertainment assets in 2019.”Disney has long avoided gambling in pursuit of upholding its wholesome family image. As Bloomberg points out, none of the Disney cruise ship fleet have casinos aboard, nor are Disney characters licensed to slot machine manufacturers. Clearly, their attitudes appear to be changing as they search for a sports betting partner for ESPN.Sean Russo, Research Manager of Magellan AI, offered this when asked about the growth of sports betting and adjacent categories: “As of August, the Fantasy Sports industry is up 22% year to date, although historically spending in the industry has peaked in September. Last year spend more than doubled between August and September, primarily driven by brands like Fanduel and DraftKings” ESPN is a major podcast network and sports betting, as well as its cousins like fantasy sports, continue to climb in popularity. If this deal comes to fruition, it could be a big deal indeed. Podcasting gains new union, hears from two recently affected by Spotify layoffs. Shreya: In this first segment we have two stories fitting in a theme of organized labor in podcasting. Last Tuesday, Audacy's Pineapple Street Studios announced last Tuesday that roughly 75% of their proposed bargaining unit signed up to officially join WGA East. Ashley Carman reported for Bloomberg: “The employees said they're looking for increased transparency around pay, rights to their intellectual property, protection against favoritism at work and improved health insurance, according to the letter.”Later in the week, the utility of unionizing was highlighted when Spotify pruned their walled garden. Last Thursday Tech Crunch's Lauren Forristal reported on Spotify canceling multiple shows at once from two of the four Spotify in-house content production companies. Three podcasts from Gimlet and eight from Parcast are either canceled effective immediately or set - in the case of Horoscope Today - scheduled to end in the second quarter of 2023. Spotify also announced this would cause “less than 5% of layoffs of Spotify's podcast staff.” Last Friday both the Gimlet Union and Parcast Union took issue with that number in an official letter posted to Twitter. “Yesterday, Spotify blindsided both Gimlet Union and Parcast Union with at least 38 layoffs across their studios. Spotify has said in the press that these layoffs constitute less than 5% of people working on original podcasts. That number is misleading. The reality is that each bargaining unit organized with the Writers Guild of America, East has lost about 30% of its members. These are not small cuts, they are massive restructurings.” The two unions go on to highlight Spotify's internal reasoning for canceling the podcasts was due to low listenership, which the unions argue was in large part due to decisions made by Spotify itself. “Their decision to make most of Gimlet's and Parcast's shows Spotify Exclusive caused a steep drop in listeners - as high as three quarters of the audience for some shows. Yet the company did little or nothing to staunch the bleeding. Shows languished without marketing support, and teams were not given clear audience goals to meet.” Netflix strikes measurement deals ahead of new ad-supported tier Manuela: On Monday Garett Sloane, writing for AdAge, reported on some updates to the ongoing story of Netflix prepping for the launch of their ad-supported tier. As covered in the September 8th episode of The Download, details were scarce about the tier beyond its possible price point and the streamer's CPM goals. “... Netflix has been asking for high prices for its ad inventory, at least $60 CPMs—cost per thousand views—while only offering limited targeting possibilities and no third-party measurement, according to people familiar with the situation.” Now Netflix has announced they're working with both Integral Ad Science and DoubleVerify to act as that third-party measurement. A measurement executive speaking to Sloane anonymously believes implementation of the two services should be relatively easy for Netflix. Netflix signing two big-name third-party companies to give credence to their measurement stands as another example of why a certain podcasting platform's decisions come off as odd. Spotify, when in a similar position of needing brand safety and ad measurement as Netflix, chose to not only work with one third-party company, they strongly inferred the partnership intended to create a proprietary brand safety tool. Surveyed advertisers discuss where they'll potentially spend differently in an uncertain 2023. Shreya: Much talk has been had about the uncertainties of how things will look in the future as the economy has a will-they-won't-they relationship with a recession. This Wednesday MarketingBrew's Ryan Barwick brought some numbers to the table that demonstrate just how uncertain the industry is. The following numbers are the result of a survey of 43 advertisers run by the World Federation of Advertisers and their media research company Ebiquity. 41% expect to keep their 2022 budgets, though as Barwick says in the article: “29% said they expect a decrease in their budget. The remaining 29% said they expect to see an increase.”While 43 might seem like a small sample size for a survey, it's worth noting those companies account for $44 billion in ad spend. 28% said they'd increase performance advertising, while 21% aim to increase their share of brand advertising. 40% of respondents would up their share of flexible or biddable buys. ““With uncertain times ahead, it's clear that brand advertisers seek more tactical agility in terms of trading and shifting budgets throughout the year, versus annual upfront commitments,” Ruben Schreurs, chief product officer at Ebiquity, wrote to Marketing Brew.” New Podcast Hosts Cross the Atlantic Manuela: Two new podcast hosting services have hit the US markets this week. First: podcast recording and editing application Alitu has announced Alitu Hosting, making the service all-in-one. According to Jacob Anderson, head of Growth at Alitu: “We started building Alitu four years ago with one mission in mind: to offer the clearest path to sharing your voice and making an impact on the world, making no compromise over control and creativity. Whether that's making one person laugh, or lifting an entire community, we want to offer the help you need to achieve your purpose.” This Tuesday French hosting service Ausha announced the rolling out of their service in the US on their official blog. Quick Hits: Recommended Weekend Reading Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Platforms used for listening to podcasts in Poland in 2022 by Statista. We make a point of discussing podcasting performance around the globe. With that in mind, here's a snapshot of data showcasing what podcast consumption looks like in Poland. Acast Talks Layoffs, It's U.S. Moves, The Ad Market, And Why It's Selling ‘The Heart.' by InsideRadio. Coverage of Acast's recent earnings call, including higher-ups talking through their strategies, layoffs, and revealing Acast only sold 28% of their ad inventory in 2021. In the interest of clarity, it's worth keeping in mind InsideRadio is owned by competitor iHeartMedia. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable.See omnystudio.com/listener for privacy information.
Snapchat's viability as an influencer platform, why we all miss coffee cup photos, and Tumblr re-entering the chat thanks to Elon Musk (?!). Plus, who's being left out of the equal pay conversation for creators. Learn more about your ad choices. Visit megaphone.fm/adchoices
In this episode Benji talks to Don Polite, the Chief Marketing Officer at SKYGEN USA Discussed in this episode: Alignment between customer experience and marketing The process of moving from data to actionable insights How annual client surveys can level up your organization Sponsors: Marketing Brew: Marketing Brew does the hard work for you, dropping a quick-to-read, free newsletter in your inbox every weekday. Covering essential topics from influencers and advertising to social media & more, Marketing Brew never misses a beat. Check it out now, click here . Indeed: If you're hiring, you need Indeed. Sign up and get a $75 credit to sponsor your first job for better visibility, more applications and quicker hiring times. Stay in control with payment billing options, no long term contracts, pay for only what you need and pause spending at any time.* Claim Your Credit *Sponsored Job credit offers available only for new U.S. accounts posting a job that expires one year after account creation. Upon expiration of credits, users are charged based on their Sponsored Job budget. Terms, conditions, and quality standards apply.
We spoke with 100 marketing leaders and asked "If you could ask one question to 100 of your peers in B2B marketing leadership, what question would you ask them?" In this roundtable discussion Benji, James, Dan, and Logan breakdown the findings. Discussed in this episode: The most common questions marketers want answered Why & how to share behind the scenes content from your organization Turning questions into pillar content Sponsors: + Marketing Brew does the hard work for you, dropping a quick-to-read, free newsletter in your inbox every weekday. Covering essential topics from influencers and advertising to social media & more, Marketing Brew never misses a beat. Check it out now, click here. + If you're hiring, you need Indeed. Sign up and get a $75 credit to sponsor your first job for better visibility, more applications and quicker hiring times. Stay in control with payment billing options, no long term contracts, pay for only what you need and pause spending at any time.* Claim Your Credit *Sponsored Job credit offers available only for new U.S. accounts posting a job that expires one year after account creation. Upon expiration of credits, users are charged based on their Sponsored Job budget. Terms, conditions, and quality standards apply.
In this episode, Benji talks to Aaron Wollner, the Chief Marketing Officer at Quontic. Discussed in this episode: How to fight against data manipulation Pulling insights from the data Working to build a marketing team that implements insights from the data regularly Sponsors: + Marketing Brew does the hard work for you, dropping a quick-to-read, free newsletter in your inbox every weekday. Covering essential topics from influencers and advertising to social media & more, Marketing Brew never misses a beat. Check it out now, click here. + If you're hiring, you need Indeed. Sign up and get a $75 credit to sponsor your first job for better visibility, more applications and quicker hiring times. Stay in control with payment billing options, no long term contracts, pay for only what you need and pause spending at any time.* Claim Your Credit *Sponsored Job credit offers available only for new U.S. accounts posting a job that expires one year after account creation. Upon expiration of credits, users are charged based on their Sponsored Job budget. Terms, conditions, and quality standards apply.
James and Dan provide a behind-the-scenes look into what's working and what we're trying here at Sweet Fish and B2B Growth. Today's discussion is around building brand affinity. Sponsors: + Marketing Brew does the hard work for you, dropping a quick-to-read, free newsletter in your inbox every weekday. Covering essential topics from influencers and advertising to social media & more, Marketing Brew never misses a beat. Check it out now, click here. + If you're hiring, you need Indeed. Sign up and get a $75 credit to sponsor your first job for better visibility, more applications and quicker hiring times. Stay in control with payment billing options, no long term contracts, pay for only what you need and pause spending at any time.* Claim Your Credit *Sponsored Job credit offers available only for new U.S. accounts posting a job that expires one year after account creation. Upon expiration of credits, users are charged based on their Sponsored Job budget. Terms, conditions, and quality standards apply.
Welcome to The Echo Chamber. Quick riffs and hot takes from around B2B Marketing. On today's show the guys discuss Drift's disappearance across LinkedIn and hypothesize what may have happened. Sponsors: + Marketing Brew does the hard work for you, dropping a quick-to-read, free newsletter in your inbox every weekday. Covering essential topics from influencers and advertising to social media & more, Marketing Brew never misses a beat. Check it out now, click here. + If you're hiring, you need Indeed. Sign up and get a $75 credit to sponsor your first job for better visibility, more applications and quicker hiring times. Stay in control with payment billing options, no long term contracts, pay for only what you need and pause spending at any time.* Claim Your Credit *Sponsored Job credit offers available only for new U.S. accounts posting a job that expires one year after account creation. Upon expiration of credits, users are charged based on their Sponsored Job budget. Terms, conditions, and quality standards apply.
This week: Serial and the importance of content curation, Spotify launches audiobooks, Spanish-language TV is surging, why Wonder Media Network won't use programmatic, and SirusXM is no longer the biggest podcast network by reach. Let's get started. Serial and the importance of content curation. Manuela: Last week news broke that prosecution would petition for the release of Adnan Syed, whose case was the subject of the first season of Serial. Since then Syed has been officially released. In the interim conversation regarding the case and the part Serial played in popularizing it reached a boiling point on social media. On Friday the 16th attorney Rabia O'Chaudry, host of Undisclosed and the person who originally brought Syed's case to the attention of Sarah Koenig, tweeted an analogy for how Serial fit into the narrative of Syed's release: “Imagine you ask someone to help renovate your house. Instead they set fire to it. The story about the fire brings thousands to your aid that rebuild your house.” Media critic and true crime aficionado Rebecca Lavoie quote-tweeted O'Chaudry to start a thread with an important lesson to be learned from Serial. “I have previously heralded Serial as a seminal piece of media and even made a podcast originally based on reviewing it. But given the facts of the case, Rabia's analogy is precise. Serial doesn't hold up. And its biggest crime is its abandonment of its own reporting.”Lavoie details several sections of the popular podcast that contain outdated or inaccurate knowledge with seven years of hindsight that, due to the podcast's popularity, are still being discovered by brand new podcast listeners with. No warnings or amendments have been placed on the original season of Serial. “I am not saying that Sarah Koenig et al have an obligation to report this story forever. But…the owners of the Serial feed (now [The New York Times]) have an absolute obligation to point news consumers to the latest… news.”Lavoie points to dynamic ad insertion tech and how it could be used to retroactively place a warning giving context without having to manually update each episode's file. Given last year's scandal with Caliphate, the NYT is no stranger to retroactively adding disclaimers to its own in-house reporting. Lavoie argues they have the same level of responsibility to maintain legacy feeds. Even the most popular true crime podcast in the industry is not above poor reporting or claims that were later disproven by new evidence. Despite being seven years old, Serial's popularity means statistically it's still someone's first podcast in 2022. Spotify Offers Audiobook Service with 300,000 Titles Shreya: This Tuesday Spotify announced the launch of their audiobook platform. “Starting today, Spotify listeners in the U.S. will be able to purchase and listen to more than 300,000 audiobook titles—making our platform a true all-in-one destination for everyone's listening needs. And we're excited to launch audiobooks with a brand-new user interface that's geared specifically for listening to audiobooks and fits them seamlessly alongside the music and podcasts you already listen to and love.” The new audiobook interface includes an in-app purchase screen to buy each individual audiobook. Most popular audiobook platforms, like Audible or Libro.fm, use a monthly subscription system that gives users a set amount of credits to exchange for audiobooks at a rate that costs less than purchasing them retail. Spotify's model requires a Premium Spotify membership for the ability to purchase audiobooks.Press materials include a series of four screenshots depicting the purchase of Colleen Hoover's novel It Ends with Us for $13.99, on sale from a normal listing of $17.99. This pricing is in lockstep with the average retail cost of the same book at popular audiobook providers Google Play, Kobo, and Audible if the user is not a subscriber. With this addition Spotify is now a one-stop shop for the casual user. While it might not attract many users specifically for the audiobook functionality, any user who listens to music or podcasts with Premium has the ability to buy audiobooks and listen without leaving the app they're already paying for. Spanish-Language TV viewership surges despite mishandled metrics, lackluster representation. Manuela: As is becoming common on The Download, this segment will discuss two articles that are closely related. First off: Spanish-language TV Viewership is Surging by Kelsey Sutton for MarketingBrew. The headline leads into a subheader explaining the surge is accompanied by poor measurement leading to under-investing. Now things are turning around. “We're sure you've heard it about a million times: linear TV viewership is, on average, not looking good. But there's one segment of old-fashioned TV whose outlook seems downright rosy. Spanish-language TV networks, including mainstays like Univision and Telemundo, are on the upswing, growing daily audience reach even as many other major networks are seeing steady declines.” Dan Reiss, EVP and chief growth office at TelevisaUnivision told MarketingBrew Univision has seen an increase of brands on-air of more than 200 over the past two years. One of the benefits of podcasting being a younger industry than other media is it can learn from their mistakes and adjust earlier on when it's easier to do so. Just last month Edison Research's Latino Podcast Listener Report dropped, revealing 59% of the U.S. Latino population have listened to podcasts. Podcasting is a diverse field and should be treated as such from the ground up. To that note the final quote from an AdExchanger piece featuring Orci CEO Marina Filippelli: ““Gen Z can smell bullshit from a mile away – they know whether or not creative was produced by somebody like them,” Filippelli said. “Representation needs to take place not just in front of the camera, but behind the scenes.” Why Wonder Media Network won't sell its podcast ad inventory programmatically Shreya: This Tuesday Kayleigh Barber published a piece distilling an interview on the Digiday Podcast into article form. The interview features Wonder Media Network co-founder and CRO Shira Atkins enthusiastically explaining why the network refuses to carry programmatically-served ads, instead choosing a more bespoke approach. Not only are ads produced in-network, they're permanently baked-in. “But on the latest episode of the Digiday Podcast, Atkins said she still believes that programmatic is “a tragedy for the podcasting ecosystem at large.” Her team does not sell any of its ad space programmatically. Instead, the podcast network uses its branded content studio to make bespoke audio ads, which Atkins said creates memorable ads that listeners are less likely to skip over.” It's worth noting the difference between content provided by programmatic methods and the tool of programmatic advertising itself. High quality memorably ads like those produced by Wonder Media Network for baked-in use can be served programmatically through direct deals that operationalize and improve the process for both buyers and sellers. NPR, for example, does this currently with great success. Programmatic distribution is a tool, not a particular flavor of advertisement. “We don't [carry programmatic-sold ads] because the reason that we're able to demand such high CPM [or sell flat rate deads] is that we're selling embedded ads in perpetuity. It makes me feel like an old lady whenever people ask me about this, because they're like, ‘I can't believe you don't do dynamic ad insertion.' But it works for us.” Host reads, baked-in, and dynamic ad insertion are all excellent tools that podcast audiences are receptive to, and companies like Wonder Media Network are an excellent example of how the power of the podcasting industry can allow individual facets of the industry to exist and thrive on their own. Sounds Profitable's first research study - After These Messages - has the data to back up the efficacy of host-read ads. The study shows the audience preference for host-read ads over generic announcer-read ads, which Atkins conflates with programmatic, is much smaller than one would expect. Spotify hits the top of Edison Manuela: For our final story I don't have to summarize the info, as they do it for me. “This week Edison Research publicly announced the ranking of the biggest podcasting networks through the second quarter of 2022, based on Edison Podcast Metrics survey of over 8,000 weekly podcast listeners age 18 and older.” For the three years Edison Research has done this report on podcast metrics, SiriusXM Media has held the top spot of the U.S. Top Podcast Networks, By Reach report. This last quarter the top contender was unseated by the relative newcomer. As of Q2 of this year Spotify is the #1 network by reach. They've gradually risen up the charts over years, using a combination of acquisitions, licensing deals, original content, and a fertile walled garden to grow the platform. As of this last quarter the top five now reads Spotify, SiriusXM Media, iHeartRadio, Audioboom, and NPR. Quick Hits: Recommended Weekend Reading Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Athletic Greens gives us the scoop on its podcast advertising strategy by Alyssa Meyers of Marketing Brew.The article features company CRO Jonathan Corne explaining their strategy of carefully selecting podcasts to sponsor with intent of establishing a long-term relationship. ‘Gaming is very much here to stay': Why Axe body spray is taking a bigger swing at esports marketing by Kimeko McCoy of Digiday. Axe isn't a stranger to sponsoring esports outside the US, but the company is renewing its efforts at home and getting into TikTok. Which is to say influencer marketing, a thing podcasting is very good at. On that same note: Roblox will be one of the first major platform to launch in-game ads by Daniel Konstantinovic of InsiderIntelligence. For anyone without a kid: Roblox is a big deal. Arguably bigger than Minecraft. Allowing outside advertising without locking it to the game's internal currency is a big step. RIP Broadcast TV? Legacy Broadcast Execs Say Not Just Yet by Alyssa Boyle of AdExchanger. A breakdown of the new trend of broadcast TV getting into streaming media by simulating traditional always-running broadcasts. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable. See omnystudio.com/listener for privacy information.
This week: Serial and the importance of content curation, Spotify launches audiobooks, Spanish-language TV is surging, why Wonder Media Network won't use programmatic, and SirusXM is no longer the biggest podcast network by reach. Let's get started. Serial and the importance of content curation. Manuela: Last week news broke that prosecution would petition for the release of Adnan Syed, whose case was the subject of the first season of Serial. Since then Syed has been officially released. In the interim conversation regarding the case and the part Serial played in popularizing it reached a boiling point on social media. On Friday the 16th attorney Rabia O'Chaudry, host of Undisclosed and the person who originally brought Syed's case to the attention of Sarah Koenig, tweeted an analogy for how Serial fit into the narrative of Syed's release: “Imagine you ask someone to help renovate your house. Instead they set fire to it. The story about the fire brings thousands to your aid that rebuild your house.” Media critic and true crime aficionado Rebecca Lavoie quote-tweeted O'Chaudry to start a thread with an important lesson to be learned from Serial. “I have previously heralded Serial as a seminal piece of media and even made a podcast originally based on reviewing it. But given the facts of the case, Rabia's analogy is precise. Serial doesn't hold up. And its biggest crime is its abandonment of its own reporting.”Lavoie details several sections of the popular podcast that contain outdated or inaccurate knowledge with seven years of hindsight that, due to the podcast's popularity, are still being discovered by brand new podcast listeners with. No warnings or amendments have been placed on the original season of Serial. “I am not saying that Sarah Koenig et al have an obligation to report this story forever. But…the owners of the Serial feed (now [The New York Times]) have an absolute obligation to point news consumers to the latest… news.”Lavoie points to dynamic ad insertion tech and how it could be used to retroactively place a warning giving context without having to manually update each episode's file. Given last year's scandal with Caliphate, the NYT is no stranger to retroactively adding disclaimers to its own in-house reporting. Lavoie argues they have the same level of responsibility to maintain legacy feeds. Even the most popular true crime podcast in the industry is not above poor reporting or claims that were later disproven by new evidence. Despite being seven years old, Serial's popularity means statistically it's still someone's first podcast in 2022. Spotify Offers Audiobook Service with 300,000 Titles Shreya: This Tuesday Spotify announced the launch of their audiobook platform. “Starting today, Spotify listeners in the U.S. will be able to purchase and listen to more than 300,000 audiobook titles—making our platform a true all-in-one destination for everyone's listening needs. And we're excited to launch audiobooks with a brand-new user interface that's geared specifically for listening to audiobooks and fits them seamlessly alongside the music and podcasts you already listen to and love.” The new audiobook interface includes an in-app purchase screen to buy each individual audiobook. Most popular audiobook platforms, like Audible or Libro.fm, use a monthly subscription system that gives users a set amount of credits to exchange for audiobooks at a rate that costs less than purchasing them retail. Spotify's model requires a Premium Spotify membership for the ability to purchase audiobooks.Press materials include a series of four screenshots depicting the purchase of Colleen Hoover's novel It Ends with Us for $13.99, on sale from a normal listing of $17.99. This pricing is in lockstep with the average retail cost of the same book at popular audiobook providers Google Play, Kobo, and Audible if the user is not a subscriber. With this addition Spotify is now a one-stop shop for the casual user. While it might not attract many users specifically for the audiobook functionality, any user who listens to music or podcasts with Premium has the ability to buy audiobooks and listen without leaving the app they're already paying for. Spanish-Language TV viewership surges despite mishandled metrics, lackluster representation. Manuela: As is becoming common on The Download, this segment will discuss two articles that are closely related. First off: Spanish-language TV Viewership is Surging by Kelsey Sutton for MarketingBrew. The headline leads into a subheader explaining the surge is accompanied by poor measurement leading to under-investing. Now things are turning around. “We're sure you've heard it about a million times: linear TV viewership is, on average, not looking good. But there's one segment of old-fashioned TV whose outlook seems downright rosy. Spanish-language TV networks, including mainstays like Univision and Telemundo, are on the upswing, growing daily audience reach even as many other major networks are seeing steady declines.” Dan Reiss, EVP and chief growth office at TelevisaUnivision told MarketingBrew Univision has seen an increase of brands on-air of more than 200 over the past two years. One of the benefits of podcasting being a younger industry than other media is it can learn from their mistakes and adjust earlier on when it's easier to do so. Just last month Edison Research's Latino Podcast Listener Report dropped, revealing 59% of the U.S. Latino population have listened to podcasts. Podcasting is a diverse field and should be treated as such from the ground up. To that note the final quote from an AdExchanger piece featuring Orci CEO Marina Filippelli: ““Gen Z can smell bullshit from a mile away – they know whether or not creative was produced by somebody like them,” Filippelli said. “Representation needs to take place not just in front of the camera, but behind the scenes.” Why Wonder Media Network won't sell its podcast ad inventory programmatically Shreya: This Tuesday Kayleigh Barber published a piece distilling an interview on the Digiday Podcast into article form. The interview features Wonder Media Network co-founder and CRO Shira Atkins enthusiastically explaining why the network refuses to carry programmatically-served ads, instead choosing a more bespoke approach. Not only are ads produced in-network, they're permanently baked-in. “But on the latest episode of the Digiday Podcast, Atkins said she still believes that programmatic is “a tragedy for the podcasting ecosystem at large.” Her team does not sell any of its ad space programmatically. Instead, the podcast network uses its branded content studio to make bespoke audio ads, which Atkins said creates memorable ads that listeners are less likely to skip over.” It's worth noting the difference between content provided by programmatic methods and the tool of programmatic advertising itself. High quality memorably ads like those produced by Wonder Media Network for baked-in use can be served programmatically through direct deals that operationalize and improve the process for both buyers and sellers. NPR, for example, does this currently with great success. Programmatic distribution is a tool, not a particular flavor of advertisement. “We don't [carry programmatic-sold ads] because the reason that we're able to demand such high CPM [or sell flat rate deads] is that we're selling embedded ads in perpetuity. It makes me feel like an old lady whenever people ask me about this, because they're like, ‘I can't believe you don't do dynamic ad insertion.' But it works for us.” Host reads, baked-in, and dynamic ad insertion are all excellent tools that podcast audiences are receptive to, and companies like Wonder Media Network are an excellent example of how the power of the podcasting industry can allow individual facets of the industry to exist and thrive on their own. Sounds Profitable's first research study - After These Messages - has the data to back up the efficacy of host-read ads. The study shows the audience preference for host-read ads over generic announcer-read ads, which Atkins conflates with programmatic, is much smaller than one would expect. Spotify hits the top of Edison Manuela: For our final story I don't have to summarize the info, as they do it for me. “This week Edison Research publicly announced the ranking of the biggest podcasting networks through the second quarter of 2022, based on Edison Podcast Metrics survey of over 8,000 weekly podcast listeners age 18 and older.” For the three years Edison Research has done this report on podcast metrics, SiriusXM Media has held the top spot of the U.S. Top Podcast Networks, By Reach report. This last quarter the top contender was unseated by the relative newcomer. As of Q2 of this year Spotify is the #1 network by reach. They've gradually risen up the charts over years, using a combination of acquisitions, licensing deals, original content, and a fertile walled garden to grow the platform. As of this last quarter the top five now reads Spotify, SiriusXM Media, iHeartRadio, Audioboom, and NPR. Quick Hits: Recommended Weekend Reading Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Athletic Greens gives us the scoop on its podcast advertising strategy by Alyssa Meyers of Marketing Brew.The article features company CRO Jonathan Corne explaining their strategy of carefully selecting podcasts to sponsor with intent of establishing a long-term relationship. ‘Gaming is very much here to stay': Why Axe body spray is taking a bigger swing at esports marketing by Kimeko McCoy of Digiday. Axe isn't a stranger to sponsoring esports outside the US, but the company is renewing its efforts at home and getting into TikTok. Which is to say influencer marketing, a thing podcasting is very good at. On that same note: Roblox will be one of the first major platform to launch in-game ads by Daniel Konstantinovic of InsiderIntelligence. For anyone without a kid: Roblox is a big deal. Arguably bigger than Minecraft. Allowing outside advertising without locking it to the game's internal currency is a big step. RIP Broadcast TV? Legacy Broadcast Execs Say Not Just Yet by Alyssa Boyle of AdExchanger. A breakdown of the new trend of broadcast TV getting into streaming media by simulating traditional always-running broadcasts. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable. See omnystudio.com/listener for privacy information.
We spoke with 100 marketing leaders and asked "What technology are you looking to add to your tech stack?" In this roundtable discussion Benji, James, Dan, and Logan breakdown the findings. Discussed in this episode: Top Marketing Automation Softwares Tools don't solve strategy problems Video as a way to keep automation more human Sponsors: + Marketing Brew does the hard work for you, dropping a quick-to-read, free newsletter in your inbox every weekday. Covering essential topics from influencers and advertising to social media & more, Marketing Brew never misses a beat. Check it out now, click here. + If you're hiring, you need Indeed. Sign up and get a $75 credit to sponsor your first job for better visibility, more applications and quicker hiring times. Stay in control with payment billing options, no long term contracts, pay for only what you need and pause spending at any time.* Claim Your Credit *Sponsored Job credit offers available only for new U.S. accounts posting a job that expires one year after account creation. Upon expiration of credits, users are charged based on their Sponsored Job budget. Terms, conditions, and quality standards apply.
This week: Analyst predicts programmatic will get podcasting to six billion in ad spend, the new iOS update takes care of AppleCoreMedia, Apple announces virtual neighborhood for Latine Heritage Month, brand-lift studies are catching up with the times, and kids content is booming for Paramount+. Programmatic advertising could make podcasting a $6 billion industry by 2026 Manuela: In last Friday's Hot Pod Insider, Ariel Shapiro covers B. Riley analyst Daniel Day's newest publication about the industry. His most attention-grabbing prediction, as the headline spoils, expects podcast ad spending to be up to six billion dollars within four years. It'll be an uphill battle to get there. Shapiro points out the potential downsides of programmatic without the right data and infrastructure by recalling the infamous Wild Turkey incident. Back in May Spotify accidentally ran an ad for budget whiskey on every podcast on the app simultaneously, leading to a social media firestorm as users posted screenshots of the most inappropriate examples of podcasts to pair with Wild Turkey. Day is of the opinion more detailed location data will be a game-changer that avoids such issues in future. “Small and mid-sized businesses really have almost entirely sat out podcast advertising to date,” Day told Hot Pod. “These advances in geo-targeting and programmatic allow mom and pops and local, regional businesses to access this medium in a way that they couldn't before, absent reaching out to like some local sports or news podcast. Now, they can target audiences listening to some big national podcast.” Day points to iHeartMedia putting significant investments into podcasting, as well as podcasting making up a larger portion of the company's revenue each year, as examples of the growth he projects in action. iOS 16: What's new for Apple Podcasts Shreya: Last Wednesday Apple published an update blog detailing some of the new features coming with their iOS 16 update. The update comes with some creature comforts for the user, such as more prominent placement of the sleep timer button and better Apple Watch integration for podcasts. There's also a bit of housekeeping noted, in case you missed the multiple emails over the past few weeks: “Show and provider titles will continue to be displayed alongside show artwork on the Library and Search tabs, so make sure your show's metadata is up to date and that your artwork includes your show's title for the best experience.” The most important feature of this update for the business side of podcasting isn't mentioned in the update blog, though. This update brings the change to AppleCoreMedia user agent that'll shift how we view Apple's footprint in podcasting. As covered in our June 10th episode, this will lead to far less confusion as to what traffic is actually coming from Apple Podcasts. Those who didn't report ACM will no longer underestimate traffic from Apple, and those who labeled all traffic from ACM as Apple will get a more balanced look at just how much traffic is coming out of Apple. For those that are code-savvy, we'll include a link in the show notes to the official Apple developer page for the updated user agent key. Apple Podcast launches "El Vecindario" collections. Manuela: On the subject of Apple: This Monday an email sent by Apple announced their plans for Latine Heritage Month, which runs from today through October 15th. “Later this month, Apple will showcase the abundance of Latine created content across genres, formats, and languages – and spotlight many great creators. Apple Podcasts has created a special destination, titled El Vecindario, that honors the spaces where Latine communities come together and conversations originate.” El Vecindario, the neighborhood in Spanish, will showcase Latine-created content covering multiple genres, formats, and languages. Influencer marketing brand-lift studies are improving Shreya: Last Friday Marketing Brew's Phoebe Bain used the release of the Association of National Advertisers' organic measurement guidelines for influencers as an excuse to discuss how brand-lift studies have matured. “Out of more than 1,000 Marketing Brew readers surveyed last month, about one-third said they think measurement for influencer marketing has “evolved significantly” over the past two years.” A useful tool to track that rapid evolution is the brand-lift study. Bain spends a good portion of the article explaining the basics: two groups are asked questions about something, with only one having experience with that thing. Any differing answers or familiarity expressed by the second group is quantified as - you guessed it - brand lift. Old-school brand-lift studies would ask simple questions regarding information retention, or whether the audience wanted to buy the product in an ad. Modernized studies take into account the changing media landscape, especially with the popularity of influencers.VP of marketing at creator management platform Grin Ali Fazal explains to Marketing Brew: “With an influencer marketing brand-lift study, questions go a level deeper. Those questions might focus more on brand affinity, or how consumers feel. For example, “is the brand cool? Is it viral? Is it modern?” These questions focus less on what consumers remember, and more on a brand's overall or social appeal. In an influencer marketing brand-lift study, he said, the questions focus on the full picture rather than just the ad itself. “This measures the true depth of impact that creator marketing has,” he said. Why should the business side of podcasting care? Podcasting is influencer marketing. In a world of pixel-based brand attribution and walled garden ad solutions, people are finding their options are missing the mark for influencer and podcaster alike. Brand lift studies by companies like Edison Research, Signal Hill Insights, Veritonic, or Nielsen can help fill that gap. How kids shows are boosting Paramount+ Manuela: Last Thursday Kelsey Sutton published a look at how kids' content is performing well at Paramount+. While Paramount+ is separate from Paramount's podcasting ventures, The Download has been covering the boom in kid-friendly podcasting since our March 18th episode. Paramount's experiences reaffirm that family and kid-oriented content drive engagement. “When it comes to streaming, parents will go without eating before disconnecting something that entertains their kids,” Brian Robbins, president and CEO of Paramount Pictures and Nickelodeon, said Tuesday at the Bank of America Securities 2022 Media, Communications, and Entertainment Conference. “Kids content is an amazing, amazing retention tool for us.” The streaming platform has done well for itself since the CBS All-Access rebrand. Currently Paramount+ reports 3 million paid subscribers. “Kids' programming on streaming can also help fill the audience void as linear viewing continues to drop off. “If you take our linear share and the audience for kids that we've picked up on Paramount+, we actually have more audience and share of kids 2–11 than we've had in years when you combine them both,” Robbins said.? As reported back in March, studies show the Kids & Family categories have grown 20% since last year and there's reason to believe poor categorization of content is causing a lower number than the industry is actually experiencing. Kids content is doing quite well, as any parent will tell you. Quick Hits: Recommended Weekend Reading Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Class Photos by Skye Pillsbury, for The Squeeze. Pillsbury holds a mirror up to diversity on the business side of podcasting by compiling yearbook-style collages of the big podcasting company's leaders and known executives with deal-making power. A must-read. Introducing The Mullet Career Strategy™ — Creativity & Business by Steve Pratt. Pacific Content co-founder Steve Pratt announces his upcoming venture titled The Creativity Business, a strategy firm aimed at helping creatives learn better business and businesses learn better creativity. 17 Stats That Reveal the Power of Podcast Advertising and Host-Read Ads by Connie Chen. In addition to quoting our After These Messages study, senior manager of content management at Gumball Connie Chen brings a bundle of research to back up the efficacy of host-read ads. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable.See omnystudio.com/listener for privacy information.
This week: Analyst predicts programmatic will get podcasting to six billion in ad spend, the new iOS update takes care of AppleCoreMedia, Apple announces virtual neighborhood for Latine Heritage Month, brand-lift studies are catching up with the times, and kids content is booming for Paramount+. Programmatic advertising could make podcasting a $6 billion industry by 2026 Manuela: In last Friday's Hot Pod Insider, Ariel Shapiro covers B. Riley analyst Daniel Day's newest publication about the industry. His most attention-grabbing prediction, as the headline spoils, expects podcast ad spending to be up to six billion dollars within four years. It'll be an uphill battle to get there. Shapiro points out the potential downsides of programmatic without the right data and infrastructure by recalling the infamous Wild Turkey incident. Back in May Spotify accidentally ran an ad for budget whiskey on every podcast on the app simultaneously, leading to a social media firestorm as users posted screenshots of the most inappropriate examples of podcasts to pair with Wild Turkey. Day is of the opinion more detailed location data will be a game-changer that avoids such issues in future. “Small and mid-sized businesses really have almost entirely sat out podcast advertising to date,” Day told Hot Pod. “These advances in geo-targeting and programmatic allow mom and pops and local, regional businesses to access this medium in a way that they couldn't before, absent reaching out to like some local sports or news podcast. Now, they can target audiences listening to some big national podcast.” Day points to iHeartMedia putting significant investments into podcasting, as well as podcasting making up a larger portion of the company's revenue each year, as examples of the growth he projects in action. iOS 16: What's new for Apple Podcasts Shreya: Last Wednesday Apple published an update blog detailing some of the new features coming with their iOS 16 update. The update comes with some creature comforts for the user, such as more prominent placement of the sleep timer button and better Apple Watch integration for podcasts. There's also a bit of housekeeping noted, in case you missed the multiple emails over the past few weeks: “Show and provider titles will continue to be displayed alongside show artwork on the Library and Search tabs, so make sure your show's metadata is up to date and that your artwork includes your show's title for the best experience.” The most important feature of this update for the business side of podcasting isn't mentioned in the update blog, though. This update brings the change to AppleCoreMedia user agent that'll shift how we view Apple's footprint in podcasting. As covered in our June 10th episode, this will lead to far less confusion as to what traffic is actually coming from Apple Podcasts. Those who didn't report ACM will no longer underestimate traffic from Apple, and those who labeled all traffic from ACM as Apple will get a more balanced look at just how much traffic is coming out of Apple. For those that are code-savvy, we'll include a link in the show notes to the official Apple developer page for the updated user agent key. Apple Podcast launches "El Vecindario" collections. Manuela: On the subject of Apple: This Monday an email sent by Apple announced their plans for Latine Heritage Month, which runs from today through October 15th. “Later this month, Apple will showcase the abundance of Latine created content across genres, formats, and languages – and spotlight many great creators. Apple Podcasts has created a special destination, titled El Vecindario, that honors the spaces where Latine communities come together and conversations originate.” El Vecindario, the neighborhood in Spanish, will showcase Latine-created content covering multiple genres, formats, and languages. Influencer marketing brand-lift studies are improving Shreya: Last Friday Marketing Brew's Phoebe Bain used the release of the Association of National Advertisers' organic measurement guidelines for influencers as an excuse to discuss how brand-lift studies have matured. “Out of more than 1,000 Marketing Brew readers surveyed last month, about one-third said they think measurement for influencer marketing has “evolved significantly” over the past two years.” A useful tool to track that rapid evolution is the brand-lift study. Bain spends a good portion of the article explaining the basics: two groups are asked questions about something, with only one having experience with that thing. Any differing answers or familiarity expressed by the second group is quantified as - you guessed it - brand lift. Old-school brand-lift studies would ask simple questions regarding information retention, or whether the audience wanted to buy the product in an ad. Modernized studies take into account the changing media landscape, especially with the popularity of influencers.VP of marketing at creator management platform Grin Ali Fazal explains to Marketing Brew: “With an influencer marketing brand-lift study, questions go a level deeper. Those questions might focus more on brand affinity, or how consumers feel. For example, “is the brand cool? Is it viral? Is it modern?” These questions focus less on what consumers remember, and more on a brand's overall or social appeal. In an influencer marketing brand-lift study, he said, the questions focus on the full picture rather than just the ad itself. “This measures the true depth of impact that creator marketing has,” he said. Why should the business side of podcasting care? Podcasting is influencer marketing. In a world of pixel-based brand attribution and walled garden ad solutions, people are finding their options are missing the mark for influencer and podcaster alike. Brand lift studies by companies like Edison Research, Signal Hill Insights, Veritonic, or Nielsen can help fill that gap. How kids shows are boosting Paramount+ Manuela: Last Thursday Kelsey Sutton published a look at how kids' content is performing well at Paramount+. While Paramount+ is separate from Paramount's podcasting ventures, The Download has been covering the boom in kid-friendly podcasting since our March 18th episode. Paramount's experiences reaffirm that family and kid-oriented content drive engagement. “When it comes to streaming, parents will go without eating before disconnecting something that entertains their kids,” Brian Robbins, president and CEO of Paramount Pictures and Nickelodeon, said Tuesday at the Bank of America Securities 2022 Media, Communications, and Entertainment Conference. “Kids content is an amazing, amazing retention tool for us.” The streaming platform has done well for itself since the CBS All-Access rebrand. Currently Paramount+ reports 3 million paid subscribers. “Kids' programming on streaming can also help fill the audience void as linear viewing continues to drop off. “If you take our linear share and the audience for kids that we've picked up on Paramount+, we actually have more audience and share of kids 2–11 than we've had in years when you combine them both,” Robbins said.? As reported back in March, studies show the Kids & Family categories have grown 20% since last year and there's reason to believe poor categorization of content is causing a lower number than the industry is actually experiencing. Kids content is doing quite well, as any parent will tell you. Quick Hits: Recommended Weekend Reading Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: Class Photos by Skye Pillsbury, for The Squeeze. Pillsbury holds a mirror up to diversity on the business side of podcasting by compiling yearbook-style collages of the big podcasting company's leaders and known executives with deal-making power. A must-read. Introducing The Mullet Career Strategy™ — Creativity & Business by Steve Pratt. Pacific Content co-founder Steve Pratt announces his upcoming venture titled The Creativity Business, a strategy firm aimed at helping creatives learn better business and businesses learn better creativity. 17 Stats That Reveal the Power of Podcast Advertising and Host-Read Ads by Connie Chen. In addition to quoting our After These Messages study, senior manager of content management at Gumball Connie Chen brings a bundle of research to back up the efficacy of host-read ads. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable.See omnystudio.com/listener for privacy information.
Esta semana: Analistas predicen que la publicidad programática hará que el podcasting alcance los seis mil millones en gastos publicitarios; la nueva actualización de iOS resuelve problemas con AppleCoreMedia; Apple anuncia un vecindario virtual para el Mes de la Herencia Latina; los estudios de Brand-lift se actualizan y el contenido infantil está en auge para Paramount+ La publicidad programática podría convertir el podcasting en una industria de 6.000 millones de dólares en 2026 Manuela: En el Hot Pod Insider del viernes pasado, Ariel Shapiro cubrió la última publicación del analista de B. Riley, Daniel Day, sobre la industria. Su predicción más llamativa, como indica el titular, prevé que el gasto en publicidad en podcasts alcanzará los seis mil millones de dólares en cuatro años. Llegar a esa cifra será una ardua batalla. Shapiro señala los posibles inconvenientes de la publicidad programática sin la información e infraestructura adecuada, recordando el infame incidente de Wild Turkey. En mayo, Spotify publicó accidentalmente un anuncio de whisky económico en todos los podcasts de la aplicación de forma simultánea, lo que provocó una tormenta en las redes sociales, ya que los usuarios publicaron capturas de pantalla de los ejemplos más inapropiados de podcasts para emparejarlos con Wild Turkey. Day opina que información de localización más detallada cambiará las reglas del juego y evitará estos problemas en el futuro. "Hasta ahora, las pequeñas y medianas empresas se han abstenido casi por completo de la publicidad en podcasts", explicó Day a Hot Pod. "Estos avances en la geolocalización y la programática, permiten a las empresas familiares y a los negocios locales y regionales acceder a este medio de una manera que antes no podían, sin necesidad de contactar a algún podcast local de deportes o noticias. Ahora pueden dirigirse al público que escucha algún gran podcast nacional". Day señala el hecho que iHeartMedia esté invirtiendo mucho en el podcasting y que éste represente una parte mayor de los ingresos de la empresa cada año, como ejemplos del crecimiento que él proyecta. iOS 16: Novedades de Apple Podcasts / iOS 16: What's new for Apple Podcasts Gabe: El miércoles pasado Apple publicó un blog en el que se detallan algunas de las novedades que llegarán con su actualización de iOS 16. La actualización viene con algunas comodidades para el usuario, como una colocación más prominente del botón del temporizador de sueño y una mejor integración del Apple Watch para podcasts. También anunciaron que.. "Los títulos de los programas y proveedores seguirán apareciendo junto a las ilustraciones de los programas en las pestañas Biblioteca y Búsqueda, así que asegúrate que los metadatos de tus programas estén actualizados y que tus ilustraciones incluyan el título de tu programa para una mejor experiencia." Pero la característica más importante de esta actualización para la parte comercial del podcasting no se menciona en el blog. Esta actualización trae el cambio al agente de usuario AppleCoreMedia, que cambiará la forma en que vemos la huella de Apple en el podcasting. Tal y como se comentó en nuestro episodio del 10 de junio, esto hará que haya mucha menos confusión en cuanto a qué tráfico realmente está proviniendo de Apple Podcasts. Aquellos que no reportaron ACM no subestimarán el tráfico de Apple, y aquellos que etiquetaron todo el tráfico de ACM como de Apple obtendrán una vista más equilibrada de la cantidad de tráfico que realmente proviene de Apple. Para los que saben de código, incluiremos un enlace en las notas del programa a la página oficial de desarrolladores de Apple para la clave de agente de usuario actualizada. Apple Podcast lanza las colecciones de "El Vecindario". / Apple Podcast launches "El Vecindario" collections. Manuela: Hablando de Apple: Este lunes un correo electrónico enviado por Apple anunciaba sus planes para el Mes de la Herencia Latina, que va desde hoy hasta el 15 de octubre. "A finales de este mes, Apple mostrará la abundancia de contenidos creados por latinos en todos los géneros, formatos e idiomas, y destacará a muchos grandes creadores. Apple Podcasts ha creado un destino especial, titulado “El Vecindario”, que honra los espacios donde las comunidades latinas se reúnen, y las conversaciones se originan." “El Vecindario” mostrará contenidos creados por latinos en múltiples géneros, formatos e idiomas. Los estudios de marketing de brand-lift sobre influencers están mejorando. / Influencer marketing brand-lift studies are improving Gabe: El viernes pasado, Marketing Brew de Phoebe Bain, utilizó la publicación de las directrices de medición orgánica del Association of National Advertisers' para los influencers como excusa para hablar de cómo han madurado los estudios de brand-lift. "De los más de 1.000 lectores de Marketing Brew encuestados el mes pasado, alrededor de un tercio dijo que cree que la medición para el marketing de influencers ha "evolucionado significativamente" en los últimos dos años." Una herramienta útil para rastrear esa rápida evolución es el estudio de brand-lift. Bain dedica una buena parte del artículo a explicar los fundamentos: se hacen preguntas a dos grupos sobre algo, y sólo uno tiene experiencia en el tema. Las respuestas diferentes o la familiaridad expresada por el segundo grupo se cuantifican como la acción de -haber adivinado-. brand-lift. En los estudios de brand-lift de la vieja escuela se hacían preguntas sencillas sobre la retención de la información, o sobre si el público quería comprar el producto de un anuncio. Los estudios modernizados tienen en cuenta el cambiante panorama de los medios de comunicación, especialmente con la popularidad de los influencers.El vicepresidente de marketing de la plataforma de gestión de creadores Grin, Ali Fazal, explica a Marketing Brew: "Con un estudio de marketing de brand-lift sobre influencers, las preguntas van un nivel más profundo. Esas preguntas pueden enfocarse más en la afinidad con la marca, o en cómo se sienten los consumidores. Por ejemplo, "¿La marca es genial? ¿Es viral? ¿Es moderna?". Estas preguntas se centran menos en lo que los consumidores recuerdan, y más en el atractivo general o social de una marca. En un estudio de marketing de brand-lift sobre influencers, dijo. Las preguntas se centran en la imágen completa y no sólo en el anuncio en sí. “Esto mide la verdadera profundidad del impacto que el creador de marketing tiene", acotó. ¿Por qué debería hacer algo la parte comercial del podcasting? El podcasting es marketing de influencia. En un mundo de atribución de marca basada-en-píxeles y de soluciones publicitarias restringidas, la gente se está dando cuenta de que sus opciones no dan la talla ni para el influencer ni para el podcaster. Los estudios brand-lift realizados por empresas como Edison Research, Signal Hill Insights, Veritonic o Nielsen pueden ayudar a llenar ese vacío. ¿Cómo los programas infantiles impulsan a Paramount+? / How kids shows are boosting Paramount+ Manuela: El jueves pasado Kelsey Sutton publicó un análisis de cómo los contenidos infantiles están desempeñándose bien en Paramount+. Si bien Paramount+ está separado de las empresas de podcasting de Paramount, “La Descarga” ha estado cubriendo el auge del podcasting para niños desde nuestro episodio del 18 de marzo. Las experiencias de Paramount reafirman que los contenidos orientados a la familia y a los niños están generando atención. "En lo que respecta al streaming, los padres se quedarían sin comer antes de desconectar algo que entretenga a sus hijos", dijo el martes Brian Robbins, director ejecutivo de Paramount Pictures y Nickelodeon, en la Conferencia de Medios, Comunicaciones y Entretenimiento de Bank of America Securities 2022. "El contenido infantil es una herramienta de retención increíble y sorprendente para nosotros". A la plataforma de streaming le ha ido bien desde el cambio de marca de CBS All-Access. Actualmente, Paramount+ cuenta con 3 millones de suscriptores pagos. "La programación infantil en streaming también puede ayudar a llenar el vacío de audiencia a medida que la visualización lineal disminuye. "Si tomamos nuestra participación lineal y la audiencia infantil que hemos captado en Paramount+, en realidad tenemos más audiencia y participación de niños de 2 a 11 años de la que hemos tenido en años cuando combinamos ambas", dijo Robbins. Como se informó en marzo, los estudios muestran que las categorías infantil y familiar han crecido un 20% desde el año pasado y hay razones para creer que la mala categorización de los contenidos está causando una cifra inferior a la que realmente experimenta la industria. El contenido para niños está funcionando bastante bien, como cualquier padre podría confirmar. La Descarga es una producción de Sounds Profitable. El episodio de hoy fue presentado por Manuela Bedoya y escrito por Gavin Gaddis. Bryan Barletta y Tom Webster son los productores ejecutivos de La Descarga de Sounds Profitable. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
This week: We learned something interesting about Netflix, Cross-promotions work but you might be doing them wrong, Anchor continues to be the top podcast host by episode share, and the FTC sues a data broker. All we know about Netflix's ad plans so far Shreya: Once again we bring you an article that doesn't feature the world “podcast”, but could have big implications for the industry. Last Friday Kelsey Sutton published a brief roundup of all the news about Netflix that had dropped during the week. The world learned about polarizing new ad-supported tier, charging between $7 to $9 a month. We also learned they're targeting 15 and 30 second spots for preroll and midroll ads. “The flurry of reports helps provide a better picture of how Netflix is strategizing the rollout of its ad-supported tier after eschewing Madison Avenue for years. There are still many unknowns, including what kind of metrics the service will provide to measure ad effectiveness. Even without all the details, media buyers are buzzing with anticipation.” Podcasters and advertising folk alike should take note of how much Netflix is paying per thousand impressions. According to Sutton the streamer is paying $65 CPM, with expectations of that going up to $80 in future. With those rates in mind for the biggest streaming platform, average podcast CPM is fair to underpriced in comparison. Do Cross-Promos Work? Hell Yes, But You Are Likely Doing Them Wrong…And We Can Fix That Manuela: On Monday Eric Nuzum published an issue of The Audio Insurgent that aims to introduce podcasters to a vital lesson learned while conducting research for terrestrial radio nearly two decades ago. Nuzum is of the opinion that on-air and in-episode content promotion is frequently misunderstood and often poorly executed. This and the next two issues of Audio Insurgent are dedicated to covering the three Rs of program promotion: Reduction, Repetition, and Real Content. In 2004 Nuzum conducted a study for the Corporation for Public Broadcasting titled ON-air Program Promotions Insight Study, a study of cross-promotion in the radio industry so helpful he continued to get messages asking where to find the study long after the original webpage hosting it had decayed. For this newsletter series he has done some light editing and uploaded the entirety of the 18 year-old study to Google Drive for preservation. “Yet despite its age, it can still be very effective and useful to all audio professionals today. But the whole project boils down to one simple sentence: A well-constructed message, delivered to the right listeners often enough for them to recognize it, can increase listening.” His issue on Reduction stresses the importance of stripping fat from a promotion and ensuring it isn't airing in a block of multiple other promotions that could distract from the message. An example given from when the promo study was first conducted is Nuzum playing a promo for A Prairie Home Companion. The promo rapid-fire announced the town, state, college auditorium in said town the performance would take place at. Following that, three musical acts and the name of the famous News from Lake Wobegon segment. “Immediately after playing it, I would ask those in the room to name a single artist or location mentioned in that promo. On a rare occasion, someone could remember “Iowa”--but most times, no one could remember anything. And these people were (supposedly) paying attention.” Top Podcast Hosting Companies by Episode Share (August 2022) Shreya: Last Thursday Livewire Labs updated their substantial snapshot of the industry via episode share. “One of the ways to measure the health of the current podcast ecosystem is to measure the number of new episodes published in a given period. We look at every single new podcast episode published (about 1.6 million in August 2022, up 5.4% from last month) and identify which podcast hosting company it belongs to.” One of the first things that jumps out about both the list of hosting companies by new episode share and the ranking of hosts by new episodes published in August is the gulf between first and second place. In a ranked list of 234 podcast hosting services Anchor dominates first place at 22.9% of new episodes published. Buzzsprout showed gains in solidifying a strong second place at 9%. Livewire's data pairs nicely with the Podnews podcast hosting change tracker, which observes RSS feed hosting changes across the system's sample size of over 73,000 podcasts. Over the past week 211 podcasts changed from one hosting service to another, 26 which moved from various other services to Anchor. Pundits are fond of depicting Anchor as a dumping ground for single episode or dead podcasts due to their free tier, but they clearly are attracting a lot of new creators. A sociologist on what advertisers should know when they use health data And: FTC picks fight with data broker Manuela: Over the past week Ryan Barwick of Marketing Brew has published two closely-related articles covering the use of data collected in a healthcare environment for advertising. First, yesterday's article features an interview with Mary F. E. Ebeling, an associate professor of sociology at Drexel University and recently-published author of a book on the effects of collected data on individuals' lives. Ebeling provides an anecdote of how a child she lost to miscarriage in the real world continued to live a false life through parenting-related marketing emails. “Though it's near impossible to audit a digital ad—how, why, or where it was served—Ebeling connects the experience to her research in the healthcare industry, where patients rarely know they're feeding “massive databases maintained by healthcare providers and public and private insurers, or payers—often called data ‘lakes' and ‘oceans.'” With Ebeling's account in mind, we look back to last Friday when Barwick covered a much-publicized lawsuit filed by the Federal Trade Commission. “On Monday, the agency brought a lawsuit against Kochava, a data broker, for allegedly collecting and selling location data “that can be used to trace the movements of individuals to and from sensitive locations” like reproductive-health clinics and places of worship.”” The suit comes several weeks after a preemptive lawsuit from Kochava towards the FTC. Barwick details the two businesses within Kochava in its data marketplace and measurement service. Kochava argues the user is forewarned when they initially agree to share their location data with the third-party apps they purchase the data from. The FTC, clearly, disagrees. “By the end of the week, many were wondering: Why Kochava? And though we don't know the answer yet, the FTC's lawsuit could put the entire location data collection industry under the microscope.” Quick Hits: Recommended Weekend Reading Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: The Ambies, the flagship award program of The Podcast Academy, designed to celebrate excellence in podcasting in the same way the MPA celebrates film with the Oscars, is now taking nominations. In addition, they've also announced a membership program sponsored by Spotify to enable independent creators to submit. WQXR hires a podcasting chief by Laura Holt. Music remains one of the most untapped categories in podcasting. WQXR is a great example of a station that produces its own content and has access to a number of resources for original content, which is the key to making music podcasting work in a world where licensing music under copyright is still financially not viable in podcasting. Apple is staffing up its ad business by Ryan Barwick. This might not be breaking news for dedicated audience members of The Download, but it is crystal clear confirmation that apple is fully embracing its advertising business. The BBC Shares podcast stats by Podnews. A recent talk at Radiodays Asia in Malaysia featured rare info about the BBC's daily download data, the show in question's audience profile, and comparison to other podcasts. Finally, in accordance with The Download's love of sharing news of podcasting's performance on a global scale: Otonal has published Podcast Report of Japan, a survey of podcast usage in Japan in 2021. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable. See omnystudio.com/listener for privacy information.
This week: We learned something interesting about Netflix, Cross-promotions work but you might be doing them wrong, Anchor continues to be the top podcast host by episode share, and the FTC sues a data broker. All we know about Netflix's ad plans so far Shreya: Once again we bring you an article that doesn't feature the world “podcast”, but could have big implications for the industry. Last Friday Kelsey Sutton published a brief roundup of all the news about Netflix that had dropped during the week. The world learned about polarizing new ad-supported tier, charging between $7 to $9 a month. We also learned they're targeting 15 and 30 second spots for preroll and midroll ads. “The flurry of reports helps provide a better picture of how Netflix is strategizing the rollout of its ad-supported tier after eschewing Madison Avenue for years. There are still many unknowns, including what kind of metrics the service will provide to measure ad effectiveness. Even without all the details, media buyers are buzzing with anticipation.” Podcasters and advertising folk alike should take note of how much Netflix is paying per thousand impressions. According to Sutton the streamer is paying $65 CPM, with expectations of that going up to $80 in future. With those rates in mind for the biggest streaming platform, average podcast CPM is fair to underpriced in comparison. Do Cross-Promos Work? Hell Yes, But You Are Likely Doing Them Wrong…And We Can Fix That Manuela: On Monday Eric Nuzum published an issue of The Audio Insurgent that aims to introduce podcasters to a vital lesson learned while conducting research for terrestrial radio nearly two decades ago. Nuzum is of the opinion that on-air and in-episode content promotion is frequently misunderstood and often poorly executed. This and the next two issues of Audio Insurgent are dedicated to covering the three Rs of program promotion: Reduction, Repetition, and Real Content. In 2004 Nuzum conducted a study for the Corporation for Public Broadcasting titled ON-air Program Promotions Insight Study, a study of cross-promotion in the radio industry so helpful he continued to get messages asking where to find the study long after the original webpage hosting it had decayed. For this newsletter series he has done some light editing and uploaded the entirety of the 18 year-old study to Google Drive for preservation. “Yet despite its age, it can still be very effective and useful to all audio professionals today. But the whole project boils down to one simple sentence: A well-constructed message, delivered to the right listeners often enough for them to recognize it, can increase listening.” His issue on Reduction stresses the importance of stripping fat from a promotion and ensuring it isn't airing in a block of multiple other promotions that could distract from the message. An example given from when the promo study was first conducted is Nuzum playing a promo for A Prairie Home Companion. The promo rapid-fire announced the town, state, college auditorium in said town the performance would take place at. Following that, three musical acts and the name of the famous News from Lake Wobegon segment. “Immediately after playing it, I would ask those in the room to name a single artist or location mentioned in that promo. On a rare occasion, someone could remember “Iowa”--but most times, no one could remember anything. And these people were (supposedly) paying attention.” Top Podcast Hosting Companies by Episode Share (August 2022) Shreya: Last Thursday Livewire Labs updated their substantial snapshot of the industry via episode share. “One of the ways to measure the health of the current podcast ecosystem is to measure the number of new episodes published in a given period. We look at every single new podcast episode published (about 1.6 million in August 2022, up 5.4% from last month) and identify which podcast hosting company it belongs to.” One of the first things that jumps out about both the list of hosting companies by new episode share and the ranking of hosts by new episodes published in August is the gulf between first and second place. In a ranked list of 234 podcast hosting services Anchor dominates first place at 22.9% of new episodes published. Buzzsprout showed gains in solidifying a strong second place at 9%. Livewire's data pairs nicely with the Podnews podcast hosting change tracker, which observes RSS feed hosting changes across the system's sample size of over 73,000 podcasts. Over the past week 211 podcasts changed from one hosting service to another, 26 which moved from various other services to Anchor. Pundits are fond of depicting Anchor as a dumping ground for single episode or dead podcasts due to their free tier, but they clearly are attracting a lot of new creators. A sociologist on what advertisers should know when they use health data And: FTC picks fight with data broker Manuela: Over the past week Ryan Barwick of Marketing Brew has published two closely-related articles covering the use of data collected in a healthcare environment for advertising. First, yesterday's article features an interview with Mary F. E. Ebeling, an associate professor of sociology at Drexel University and recently-published author of a book on the effects of collected data on individuals' lives. Ebeling provides an anecdote of how a child she lost to miscarriage in the real world continued to live a false life through parenting-related marketing emails. “Though it's near impossible to audit a digital ad—how, why, or where it was served—Ebeling connects the experience to her research in the healthcare industry, where patients rarely know they're feeding “massive databases maintained by healthcare providers and public and private insurers, or payers—often called data ‘lakes' and ‘oceans.'” With Ebeling's account in mind, we look back to last Friday when Barwick covered a much-publicized lawsuit filed by the Federal Trade Commission. “On Monday, the agency brought a lawsuit against Kochava, a data broker, for allegedly collecting and selling location data “that can be used to trace the movements of individuals to and from sensitive locations” like reproductive-health clinics and places of worship.”” The suit comes several weeks after a preemptive lawsuit from Kochava towards the FTC. Barwick details the two businesses within Kochava in its data marketplace and measurement service. Kochava argues the user is forewarned when they initially agree to share their location data with the third-party apps they purchase the data from. The FTC, clearly, disagrees. “By the end of the week, many were wondering: Why Kochava? And though we don't know the answer yet, the FTC's lawsuit could put the entire location data collection industry under the microscope.” Quick Hits: Recommended Weekend Reading Shreya: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week: The Ambies, the flagship award program of The Podcast Academy, designed to celebrate excellence in podcasting in the same way the MPA celebrates film with the Oscars, is now taking nominations. In addition, they've also announced a membership program sponsored by Spotify to enable independent creators to submit. WQXR hires a podcasting chief by Laura Holt. Music remains one of the most untapped categories in podcasting. WQXR is a great example of a station that produces its own content and has access to a number of resources for original content, which is the key to making music podcasting work in a world where licensing music under copyright is still financially not viable in podcasting. Apple is staffing up its ad business by Ryan Barwick. This might not be breaking news for dedicated audience members of The Download, but it is crystal clear confirmation that apple is fully embracing its advertising business. The BBC Shares podcast stats by Podnews. A recent talk at Radiodays Asia in Malaysia featured rare info about the BBC's daily download data, the show in question's audience profile, and comparison to other podcasts. Finally, in accordance with The Download's love of sharing news of podcasting's performance on a global scale: Otonal has published Podcast Report of Japan, a survey of podcast usage in Japan in 2021. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable. See omnystudio.com/listener for privacy information.
Esta semana: Aprendimos algo interesante sobre Netflix; las promociones cruzadas funcionan pero es posible que las estés haciendo mal; Anchor sigue siendo el principal anfitrión de podcast por episodios compartidos; y la FTC demanda a un corredor de datos. Todo lo que sabemos hasta ahora sobre los planes publicitarios de Netflix Manuela2: Una vez más te traemos un artículo que no tiene nada que ver con el mundo de podcasts, pero que podría tener grandes implicaciones para la industria. El viernes pasado, Kelsey Sutton publicó un breve resumen de todas las noticias sobre Netflix que se conocieron durante la semana. El mundo se enteró de la polarización de la nueva estructura con publicidad, que cobrará entre 7 y 9 dólares al mes. También nos enteramos de que están apuntando a espacios publicitarios de 15 y 30 segundos antes, en el pre-roll, y a mitad, en el mid-roll, de la programación. "La avalancha de informes ayuda a tener una mejor idea de cómo Netflix está elaborando una mejor estrategia de lanzamiento de su estructura de publicidad después de haber evitado Madison Avenue durante años. Todavía hay muchas incógnitas, incluyendo qué tipo de medida de datos proporcionará el servicio para conocer la eficacia de los anuncios. Aún sin saber todos los detalles, los compradores de medios de comunicación están expectantes". Tanto los podcasters como los publicistas deberían tomar nota de cuánto paga Netflix por cada mil impresiones. Según Sutton, el streamer está pagando 65 dólares CPM, con la expectativa de que suba a 80 dólares en el futuro. Teniendo en cuenta estas tarifas para la mayor plataforma de streaming, el CPM promedio de los podcasts es justo o infravalorado en comparación. ¿Funcionan las promociones cruzadas? Por supuesto que sí, pero es probable que las esté haciendo mal... y nosotros podemos arreglarlo Manuela: El lunes Eric Nuzum publicó un episodio de “The Audio Insurgent” que pretende introducir a los podcasters en una lección vital aprendida mientras realizaba investigaciones para la radio de antena terrestre hace casi dos décadas. Nuzum opina que la promoción de contenidos al-aire y en los episodios suele ser mal entendida y a menudo mal ejecutada. Éste y los dos próximos episodios de The Audio Insurgent están dedicados a cubrir las tres R de la promoción de programas: Reducción, Repetición y Contenido Real. En 2004, Nuzum realizó un estudio para la Corporación Pública de Radiodifusión titulado “On-Air Program Promotions Insight Study” on en español: “Estudio sobre la promoción de programas al aire”. Un estudio sobre la promoción cruzada en la industria de la radio tan útil, que siguió recibiendo mensajes preguntando dónde se podía encontrar el estudio, mucho después de que el servidor de la página web original que lo albergaba hubiera expirado. Para esta serie de boletines, él ha realizado una ligera edición y ha subido la totalidad del estudio, de 18 años de antigüedad, a Google Drive para su conservación. “Sin embargo, a pesar de su antigüedad, puede seguir siendo muy eficaz y útil para todos los profesionales del audio de hoy en día. Pero todo el proyecto se reduce a una simple frase: Un mensaje bien construido, entregado a los oyentes adecuados con la suficiente frecuencia para que lo reconozcan, puede aumentar la escucha". Su episodio sobre la reducción enfatiza la importancia de eliminar el sobrante de una promoción y asegurarse de que no se emite en un bloque de otras múltiples promociones que podrían distraer del mensaje. Un ejemplo que se da cuando se realizó por primera vez el estudio de promoción, es el de Nuzum cuando puso una promoción de “A Prairie Home Companion”. La promoción anunciaba rápidamente la ciudad, el estado y el auditorio de la universidad de dicha ciudad donde tendría lugar la actuación. A continuación, tres actuaciones musicales y el nombre del famoso segmento “News from Lake Wobegon”. "Inmediatamente después de ponerla, pedía a los presentes que nombraran un solo artista o lugar mencionado en esa promoción. En raras ocasiones, alguien podía recordar "Iowa", pero la mayoría de las veces, nadie podía recordar nada. Y esta gente (supuestamente) prestaba atención". Principales empresas de alojamiento de podcast por episodios compartidos (agosto de 2022) Manuela2: El jueves pasado, Livewire Labs actualizó su imagen substancial de la industria a través de episodios compartidos. "Una de las formas para medir la salud del ecosistema de podcast actual es medir el número de nuevos episodios publicados en un periodo determinado. Miramos cada nuevo episodio de podcast publicado (cerca de 1,6 millones en agosto de 2022, un 5,4% más que el mes pasado) e identificamos a qué empresa de alojamiento de podcasts pertenece." Una de las primeras cosas que salta a la vista tanto en la lista de empresas de alojamiento por episodios compartidos como en el ranking de alojamiento de nuevos episodios publicados en agosto es el abismo que hay entre el primer y el segundo puesto. En la lista de 234 servicios de alojamiento de podcast, Anchor domina el primer puesto con el 22,9% de los nuevos episodios publicados. Buzzsprout se afianza en el segundo puesto con un 9%. Los datos de Livewire coinciden con los del rastreador de cambios de alojamiento de podcast de Podnews, que observa los cambios de alojamiento de fuentes RSS en la muestra de más de 73.000 podcasts del sistema. En la última semana, 211 podcasts cambiaron de un servicio de alojamiento a otro, 26 de los cuales pasaron de otros servicios a Anchor. Los expertos son partidarios de describir Anchor como un vertedero de podcasts de un solo episodio o muertos debido a su servicio gratuito, pero es evidente que están atrayendo a muchos nuevos creadores. Un sociólogo habla de lo que deben saber los anunciantes cuando utilizan datos sobre salud Y: La FTC se enfrenta a un corredor de datos Manuela: En la última semana, Ryan Barwick, de Marketing Brew, ha publicado dos artículos relacionados sobre el uso de datos recolectados en un entorno de la salud para uso publicitario. En primer lugar, el artículo de ayer muestra una entrevista con Mary F. E. Ebeling, una profesora asociada de sociología en la Universidad de Drexel quien recientemente ha publicado un libro sobre los efectos de los datos recolectados en la vida de las personas. Ebeling cuenta una anécdota sobre cómo un hijo que perdió por aborto involuntario, en el mundo real siguió viviendo una vida falsa a través de correos electrónicos de marketing relacionados con la crianza. "Aunque es casi imposible auditar un anuncio digital -cómo, por qué o dónde fue mostrado-, Ebeling conecta la experiencia con su investigación en el sector de la salud, donde los pacientes rara vez saben que están alimentando "bases de datos masivas mantenidas por los proveedores de atención médica y las aseguradoras públicas y privadas, o compradores a menudo llamados 'lagos' y 'océanos' de datos". Con el relato de Ebeling en mente, nos remontamos al viernes pasado, cuando Barwick cubrió una muy publicitada demanda presentada por la Comisión Federal de Comercio. "El lunes, la agencia interpuso una demanda contra Kochava, un corredor de datos, por la supuesta recopilación y venta de datos de localización "que pueden utilizarse para rastrear los movimientos de las personas desde y hacia localidades sensibles" como las clínicas de salud reproductiva y los lugares de culto". La demanda llega varias semanas después de una demanda preventiva de Kochava hacia la FTC. Barwick detalla los dos negocios de Kochava en su mercado de datos y servicio de medición. Kochava argumenta que el usuario está advertido cuando acepta inicialmente compartir sus datos de localización con las aplicaciones de terceros a las que compra los datos. La FTC, claramente, no está de acuerdo. "Al final de la semana, muchos se preguntaban: ¿Por qué Kochava? Y aunque todavía no sabemos la respuesta, la demanda de la FTC podría poner a todo el sector de la recopilación de datos de localización bajo el microscopio." Quick Hits Manuela: Por último, es momento de nuestro resumen semi-regular de artículos que llamamos Quick Hits. Estos no han llegado a ser el tema principal del episodio de hoy, pero vale la pena incluirlos en su lectura del fin de semana. Esta semana: “Los Ambies” está aceptando nominaciones. La estacion pública de radio de Nueva York WQXR contrata a un jefe de podcasting. Por Laura Holt. Apple está dotando de personal a su negocio publicitario. Por Ryan Barwick. La BBC comparte las estadísticas de los podcasts. Por Podnews. Por último, de acuerdo con la afición de “La Descarga” por compartir noticias sobre el rendimiento del podcasting a escala mundial: Otonal ha publicado un Reporte del Podcasting en Japón, un estudio sobre el uso de los podcasts en Japón en 2021. La Descarga es una producción de Sounds Profitable. El episodio de hoy fue presentado por Manuela Bedoya y escrito por Gavin Gaddis. Bryan Barletta y Tom Webster son los productores ejecutivos de La Descarga de Sounds Profitable. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.
This week: Podcast ad spending goes strong despite recession fears, YouTube and Twitter launched dedicated podcast spaces, advertising questions what to do if premium users choose not to see ads, and a look into why DTC ads haven't fallen off as expected. Podcast Ad Spend isn't Slowing as a Recession Potentially Looms. Manuela: Marketing Brew's Alyssa Meyers brought good news last Wednesday. Things are looking up for the podcast ad spending despite, shall we say, less than ideal economic conditions. Over on the general advertising side of things, it's a bit bleak. On August 18th Daniel Konstantinovic, writing for Insider Intelligence, covered the worst month of ad spending in two years. “July saw ad spending go through its worst monthly decline since July 2020. Ad spending contracted 12.7% year over year in July, per MediaPost and Standard Media Index's US Ad Market Tracker.” Several potential causes of this dip are proposed, most of which are interlinked to some degree. Relaxing of pandemic restrictions and the return of larger social gatherings has increased commuting and free time away from screens. Meanwhile, even while the jury's out on whether we're technically in a recession, Konstantinovic points out a Brand Keys statistic showing 70% of consumers believe they're in a recession and thus are cutting back on spending. Perhaps spending wasn't great in the general advertising space, but podcast ad spending continues to boom regardless. “Some of the biggest audio companies reported growth in podcast ad revenue for Q2 despite a softening ad market, and buyers responsible for major audio budgets told us they've yet to see a significant retreat from podcasting, indicating that the sector could continue growing regardless of the state of the economy.” It's also worth keeping in mind which data we're looking at and how we're looking at it, as Magellan AI's Sean Russo explains: “We took a look through a few different lenses. When you look at year-over-year spend in July in podcasts, we're seeing a 19% increase. If we look at Q2 YoY we're seeing a 48% increase. Worth noting that looking at month-over-month June to July we saw a 7% decrease. So, the bottom line on what we're seeing is that podcast ad spend continues to grow at a healthy clip YoY, though we did see a minor pullback from June to July.” YouTube and Twitter Launch Dedicated Podcast Sections Shreya: It's time to follow up on two developing stories we've covered in recent weeks, as two giant social media platforms have now rolled out sections dedicated to podcasting. Last Thursday Twitter started the rollout of the new dedicated Spaces tab. “Integrating podcasts into Spaces, where audio conversations happen on Twitter, is another way we're continuing to invest in audio creators. To do this in a simple and intuitive way that allows listeners to simply hit play and go, we started with a redesigned audio experience in the Spaces Tab.” Twitter remains an important space for podcasters to both promote and network. With the addition of podcast functionality that's native to the app they've removed some of the friction between the promotion of a podcast and the potential audience member actually listening. On that same note: last Monday YouTube launched a dedicated page for podcasts, though only for users in the United States. As covered by Sarah Perez in TechCrunch, the url for the new page was discovered ahead of formal announcement. Despite their thunder being partly stolen, YouTube's shown a promising amount of dedication to the industry. “Last year, YouTube hired a podcast executive, Kai Chuk, to lead its efforts in the space and has been offering cash to popular podcasters to film their shows, reports said. This March, a site called Podnews leaked an 84-page presentation that detailed YouTube's podcast roadmap. In the document, YouTube revealed it had plans to pilot the feature by ingesting RSS feeds. It also mentioned a new URL, YouTube.com/podcasts, but the link didn't work at the time.” A quick note from script writer Gavin: yes, that bit of the quote with the phrase “a site called Podnews” hurt me too. In addition to what Perez covered in the quote, it's also worth remembering YouTube has recently announced a partnership with NPR to bring their shows to the platform. It's safe to say YouTube is one of the big companies that is taking the podcasting industry and its potential seriously. What happens when high-income households opt out of ads? Manuela: Last Monday Kelsey Sutton, writing for Marketing Brew, approached an important question: what if the people certain brands wish to market to are also the demographic most likely to pay a premium specifically to avoid ads? “The people that advertisers most want to target are hiding from the advertisers,” said Eric Schmitt, research director and analyst on the Gartner for Marketing Leaders. “It really is going to have some interesting knock-on effects for the ad business over time.” Podcasting is not specifically name-checked in the piece, but it is a growing phenomenon to keep in mind. Current data tells us most listeners are comfortable with ads as they currently exist in podcasting. Stick around for our Quick Hits section this week if you want a link to some extremely relevant data from a certain study Sounds Profitable published last week. Sutton's article points to multi-tired subscriptions to streaming services as the biggest example of the popularization of a premium ad-free option. While these are worth thinking about, there's ample room for nuance in the discussion, up to and including services like Paramount+ and Hulu, who have baked-in preroll ads before every television episode or movie regardless of subscription level. “Schimtt hypothesized that the shift may eventually spell larger challenges for traditional ad-supported media channels, including TV, as marketers look elsewhere to reach higher-income consumers or spend more resources marketing to past customers.” Ad-free listening is a relatively new invention in podcasting, especially on a large scale. For now we wait and see which way the advertising winds blow. How and why DTC advertising hasn't cooled off as much as once thought Shreya: Last Tuesday Digiday's Michael Bürgi published a brief look into the world of direct-to-consumer advertising in a world anticipating DTC upheaval. With the deprecated ability to track conversions due to changes in iOS 14.5 and the additional changes to cookies and third party data, DTC brands are turning to alternatives like branding opportunities to hit their goals. Surprisingly, after seasonal changes are taken into account, there's quite a few DTC markets growing. “Facebook has the highest monthly median spend in July 2022 at $19,022 ($2,000 less than a year prior), according to Varos, a research company that tracks e-commerce spend for about 1,800 companies. Google's median spend inched up from $8,101 to $8,209 over the same period; TikTok's grew from $4,095 to $5,981.” The commonly-held belief that there would be pullback from DTC spending was indeed widespread, even leading to some companies not surviving. Those who did explore other avenues besides the cheapest and fastest clicks have discovered the wide world of influencer marketing, which just so happens to be where podcasting thrives. Quick Hits: Recommended Weekend Reading Manuela: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week's Sounds Profitable releases their second study, After These Messages. Do podcast audiences prefer improvised host-read ads, scripted host-read, or pre-recorded radio spots? After These Messages is a one-of-a-kind study polling over 1,000 podcast super listeners to answer that question. Both the study and the half-hour video of Tom Webster's presentation at Podcast Movement 2022 are available now. Streaming surpasses cable and broadcast for the first time by Kurt Hanson. While not a podcasting story, per se, it does highlight a significant milestone for digital media. People are becoming more and more comfortable unplugging from traditional broadcast media and constructing their own media diets from digital sources. Podcasting could ride along with that. I made a map of Spotify podcast recommendations. Here's what I learned by Dan Misener. The inner workings of the aggregators are completely unknown to us. While Spotify refutes Dan's points, his research with multiple touch-points shows a very interesting story. Podcasters test offering more bonus content and additional features to grow subscriptions An interesting look inside podcast subscription content by Sara Guaglione. Long headline, relatively short article. Transparency on trying new endeavors is always exciting and there's some valuable information in this look into premium podcast subscriptions. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable. See omnystudio.com/listener for privacy information.
This week: Podcast ad spending goes strong despite recession fears, YouTube and Twitter launched dedicated podcast spaces, advertising questions what to do if premium users choose not to see ads, and a look into why DTC ads haven't fallen off as expected. Podcast Ad Spend isn't Slowing as a Recession Potentially Looms. Manuela: Marketing Brew's Alyssa Meyers brought good news last Wednesday. Things are looking up for the podcast ad spending despite, shall we say, less than ideal economic conditions. Over on the general advertising side of things, it's a bit bleak. On August 18th Daniel Konstantinovic, writing for Insider Intelligence, covered the worst month of ad spending in two years. “July saw ad spending go through its worst monthly decline since July 2020. Ad spending contracted 12.7% year over year in July, per MediaPost and Standard Media Index's US Ad Market Tracker.” Several potential causes of this dip are proposed, most of which are interlinked to some degree. Relaxing of pandemic restrictions and the return of larger social gatherings has increased commuting and free time away from screens. Meanwhile, even while the jury's out on whether we're technically in a recession, Konstantinovic points out a Brand Keys statistic showing 70% of consumers believe they're in a recession and thus are cutting back on spending. Perhaps spending wasn't great in the general advertising space, but podcast ad spending continues to boom regardless. “Some of the biggest audio companies reported growth in podcast ad revenue for Q2 despite a softening ad market, and buyers responsible for major audio budgets told us they've yet to see a significant retreat from podcasting, indicating that the sector could continue growing regardless of the state of the economy.” It's also worth keeping in mind which data we're looking at and how we're looking at it, as Magellan AI's Sean Russo explains: “We took a look through a few different lenses. When you look at year-over-year spend in July in podcasts, we're seeing a 19% increase. If we look at Q2 YoY we're seeing a 48% increase. Worth noting that looking at month-over-month June to July we saw a 7% decrease. So, the bottom line on what we're seeing is that podcast ad spend continues to grow at a healthy clip YoY, though we did see a minor pullback from June to July.” YouTube and Twitter Launch Dedicated Podcast Sections Shreya: It's time to follow up on two developing stories we've covered in recent weeks, as two giant social media platforms have now rolled out sections dedicated to podcasting. Last Thursday Twitter started the rollout of the new dedicated Spaces tab. “Integrating podcasts into Spaces, where audio conversations happen on Twitter, is another way we're continuing to invest in audio creators. To do this in a simple and intuitive way that allows listeners to simply hit play and go, we started with a redesigned audio experience in the Spaces Tab.” Twitter remains an important space for podcasters to both promote and network. With the addition of podcast functionality that's native to the app they've removed some of the friction between the promotion of a podcast and the potential audience member actually listening. On that same note: last Monday YouTube launched a dedicated page for podcasts, though only for users in the United States. As covered by Sarah Perez in TechCrunch, the url for the new page was discovered ahead of formal announcement. Despite their thunder being partly stolen, YouTube's shown a promising amount of dedication to the industry. “Last year, YouTube hired a podcast executive, Kai Chuk, to lead its efforts in the space and has been offering cash to popular podcasters to film their shows, reports said. This March, a site called Podnews leaked an 84-page presentation that detailed YouTube's podcast roadmap. In the document, YouTube revealed it had plans to pilot the feature by ingesting RSS feeds. It also mentioned a new URL, YouTube.com/podcasts, but the link didn't work at the time.” A quick note from script writer Gavin: yes, that bit of the quote with the phrase “a site called Podnews” hurt me too. In addition to what Perez covered in the quote, it's also worth remembering YouTube has recently announced a partnership with NPR to bring their shows to the platform. It's safe to say YouTube is one of the big companies that is taking the podcasting industry and its potential seriously. What happens when high-income households opt out of ads? Manuela: Last Monday Kelsey Sutton, writing for Marketing Brew, approached an important question: what if the people certain brands wish to market to are also the demographic most likely to pay a premium specifically to avoid ads? “The people that advertisers most want to target are hiding from the advertisers,” said Eric Schmitt, research director and analyst on the Gartner for Marketing Leaders. “It really is going to have some interesting knock-on effects for the ad business over time.” Podcasting is not specifically name-checked in the piece, but it is a growing phenomenon to keep in mind. Current data tells us most listeners are comfortable with ads as they currently exist in podcasting. Stick around for our Quick Hits section this week if you want a link to some extremely relevant data from a certain study Sounds Profitable published last week. Sutton's article points to multi-tired subscriptions to streaming services as the biggest example of the popularization of a premium ad-free option. While these are worth thinking about, there's ample room for nuance in the discussion, up to and including services like Paramount+ and Hulu, who have baked-in preroll ads before every television episode or movie regardless of subscription level. “Schimtt hypothesized that the shift may eventually spell larger challenges for traditional ad-supported media channels, including TV, as marketers look elsewhere to reach higher-income consumers or spend more resources marketing to past customers.” Ad-free listening is a relatively new invention in podcasting, especially on a large scale. For now we wait and see which way the advertising winds blow. How and why DTC advertising hasn't cooled off as much as once thought Shreya: Last Tuesday Digiday's Michael Bürgi published a brief look into the world of direct-to-consumer advertising in a world anticipating DTC upheaval. With the deprecated ability to track conversions due to changes in iOS 14.5 and the additional changes to cookies and third party data, DTC brands are turning to alternatives like branding opportunities to hit their goals. Surprisingly, after seasonal changes are taken into account, there's quite a few DTC markets growing. “Facebook has the highest monthly median spend in July 2022 at $19,022 ($2,000 less than a year prior), according to Varos, a research company that tracks e-commerce spend for about 1,800 companies. Google's median spend inched up from $8,101 to $8,209 over the same period; TikTok's grew from $4,095 to $5,981.” The commonly-held belief that there would be pullback from DTC spending was indeed widespread, even leading to some companies not surviving. Those who did explore other avenues besides the cheapest and fastest clicks have discovered the wide world of influencer marketing, which just so happens to be where podcasting thrives. Quick Hits: Recommended Weekend Reading Manuela: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week's Sounds Profitable releases their second study, After These Messages. Do podcast audiences prefer improvised host-read ads, scripted host-read, or pre-recorded radio spots? After These Messages is a one-of-a-kind study polling over 1,000 podcast super listeners to answer that question. Both the study and the half-hour video of Tom Webster's presentation at Podcast Movement 2022 are available now. Streaming surpasses cable and broadcast for the first time by Kurt Hanson. While not a podcasting story, per se, it does highlight a significant milestone for digital media. People are becoming more and more comfortable unplugging from traditional broadcast media and constructing their own media diets from digital sources. Podcasting could ride along with that. I made a map of Spotify podcast recommendations. Here's what I learned by Dan Misener. The inner workings of the aggregators are completely unknown to us. While Spotify refutes Dan's points, his research with multiple touch-points shows a very interesting story. Podcasters test offering more bonus content and additional features to grow subscriptions An interesting look inside podcast subscription content by Sara Guaglione. Long headline, relatively short article. Transparency on trying new endeavors is always exciting and there's some valuable information in this look into premium podcast subscriptions. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Tom Webster are the executive producers of The Download from Sounds Profitable. See omnystudio.com/listener for privacy information.
Esta semana: El gasto en publicidad de podcasts se fortalece a pesar de los temores de recesión, YouTube y Twitter lanzaron espacios dedicados a los podcasts, la publicidad cuestiona qué hacer si los usuarios premium eligen no ver anuncios y se analiza por qué los anuncios directo al consumidor no se han reducido como se esperaba. La inversión en publicidad de podcasts no desacelera, aunque se acerca una recesión Manuela: Alyssa Meyers de Marketing Brew publicó buenas noticias el miércoles pasado. Las cosas están mejorando para el gasto en publicidad de podcasts a pesar de condiciones económicas menos que ideales. Para la publicidad general, es un poco sombrío. El 18 de agosto, Daniel Konstantinovic, escribiendo para Insider Intelligence, cubrió el peor mes de inversión publicitaria en dos años. "En julio, el gasto en publicidad observó su peor caída mensual desde julio de 2020. El gasto en publicidad se contrajo un 12,7% año tras año en julio, según MediaPost y el US Ad Market Tracker de Standard Media Index". Se proponen varias causas potenciales de esta caída. La relajación de las restricciones pandémicas y el regreso de las reuniones sociales más grandes ha aumentado los viajes al trabajo y el tiempo libre lejos de las pantallas. Mientras tanto, incluso cuando el jurado está deliberando sobre si técnicamente estamos en una recesión, Konstantinovic señala una estadística de Brand Keys que muestra que el 70 % de los consumidores creen que están en una recesión y, por lo tanto, están recortando el gasto. No le ha ido bien al gasto en el espacio publicitario general, pero el gasto en publicidad de podcast continúa aumentando a pesar de todo. “Algunas de las compañías de audio más grandes informaron un crecimiento en los ingresos por publicidad de podcasts para el segundo trimestre a pesar de que el mercado publicitario se debilitó, y los compradores responsables de los principales presupuestos de audio nos dijeron que aún no han visto un revés significativo de los podcasts, lo que indica que el sector podría seguir creciendo independientemente del estado de la economía”. También vale la pena tener en cuenta qué datos estamos viendo y cómo los interpretamos, como explica Sean Russo de Magella AI: “Echamos un vistazo a través de algunos lentes diferentes. Cuando observamos el gasto año tras año en julio en podcasts, vemos un aumento del 19%. Si miramos el segundo trimestre año tras año, estamos viendo un aumento del 48%. Vale la pena señalar que, al mirar mes a mes de junio a julio, vimos una disminución del 7%. Entonces, la conclusión de lo que estamos viendo es que la inversión en publicidad de podcasts continúa creciendo a un ritmo saludable año contra año, aunque vimos un pequeño retroceso de junio a julio”. YouTube y Twitter lanzan secciones dedicadas a los podcasts Gabe: Dos plataformas gigantes de redes sociales han lanzado secciones dedicadas a los podcasts. El jueves pasado, Twitter comenzó el lanzamiento de la nueva pestaña: Spaces. Según el anuncio de Twitter “La integración de podcasts en Spaces, donde las conversaciones de audio ocurren en Twitter, es otra forma en que continuamos invirtiendo en creadores de audio. Para hacer esto de una manera simple e intuitiva que permita a los oyentes simplemente presionar play y go, comenzamos con una experiencia de audio rediseñada en la pestaña: Spaces”. Twitter sigue siendo un espacio importante para que los podcasters promuevan y establezcan contactos. Con la adición de la funcionalidad de podcast que es nativa de la aplicación, eliminaron parte de la fricción entre la promoción de un podcast y el miembro potencial de la audiencia que realmente escucha. En el mismo tema: el pasado lunes YouTube lanzó una página dedicada a los podcasts, aunque solo para usuarios de Estados Unidos. Según, Sarah Perez de TechCrunch, la URL de la nueva página se descubrió antes del anuncio formal. A pesar de que su trueno fue parcialmente robado, YouTube ha mostrado una cantidad prometedora de dedicación a la industria. El año pasado, YouTube contrató a un ejecutivo de podcasts, Kai Chuk, para liderar sus esfuerzos en el espacio y ha estado ofreciendo dinero en efectivo a los podcasters populares para filmar sus programas, según los informes. En marzo, Podnews filtró una presentación de 84 páginas que detallaba la hoja de ruta a los podcasts por YouTube. En el documento, YouTube reveló que tenía planes para probar la integración de fuentes RSS. También mencionó una nueva URL, YouTube.com/podcasts, pero el enlace no funcionó en ese momento”. Además de lo que Pérez cubrió en la cita, también vale la pena recordar que YouTube anunció recientemente una asociación con NPR para llevar sus programas a la plataforma. Es seguro decir que YouTube es una de las grandes empresas que se está tomando en serio la industria de los podcasts y su potencial. ¿Qué sucede cuando los hogares con altos ingresos optan por no recibir anuncios? Manuela: El lunes pasado, Kelsey Sutton, escribiendo para Marketing Brew, abordó una pregunta importante: ¿qué pasa si las personas a las que ciertas marcas desean comercializar también son el grupo demográfico con más probabilidades de pagar una prima específicamente para evitar anuncios? “Las personas a las que más quieren dirigirse los anunciantes se esconden de los anunciantes”, dijo Eric Schmitt, director de investigación y analista de Gartner for Marketing Leaders. "Realmente va a tener algunos efectos colaterales interesantes para el negocio de la publicidad con el tiempo". El podcasting no se menciona específicamente en el artículo, pero es un fenómeno creciente a tener en cuenta. Los datos actuales nos dicen que la mayoría de los oyentes se sienten cómodos con los anuncios tal como existen actualmente en los podcasts. El estudio, After These Messages, publicado por Sounds Profitable la semana pasada tiene algunos datos extremadamente relevantes. El artículo de Sutton apunta a las suscripciones múltiples a los servicios de streaming como el mayor ejemplo de la popularización de una opción premium sin publicidad. Aunque vale la pena mencionar eso, también hay un amplio espacio para los matices en la discusión, incluidos servicios como Paramount + y Hulu, que tienen anuncios pre-roll incorporados antes de cada episodio de televisión o película, independientemente del nivel de suscripción. “Schimtt planteó la hipótesis de que el cambio eventualmente puede significar mayores desafíos para los canales de medios tradicionales con publicidad, incluida la televisión, ya que los especialistas en marketing buscan en otros lugares para llegar a los consumidores de mayores ingresos o gastar más recursos en marketing para clientes anteriores”. Escuchar sin publicidad es un invento relativamente nuevo en el podcasting, especialmente a gran escala. Por ahora, esperemos a ver de qué lado soplan los vientos publicitarios. Como y por que la publicidad directo al consumidor no ha disminuido como se pensaba Gabe: Michael Bürgi de Digiday publicó el martes pasado: “Facebook tiene el gasto promedio mensual más alto en julio de 2022 con $19.022 ($2,000 menos que el año anterior), según Varos, una empresa de investigación que rastrea el gasto en comercio electrónico de unas 1.800 empresas. El gasto medio de Google aumentó de $8.101 a $8.209 durante el mismo período; TikTok creció de $4.095 a $5.981 “. Con la capacidad obsoleta de realizar un seguimiento de las conversiones debido a los cambios en iOS 14.5 (y versiones posteriores) y los cambios adicionales en las cookies y los datos de terceros, las marcas de directo al consumidor están recurriendo a oportunidades de marca para alcanzar sus objetivos. Se creía que habría un reves de ese gasto, y algunas empresas no lo han sobrevivido, pero las que lo han hecho están explorando otras vías además del clic más barato y rápido, a través del marketing de influencers. La Descarga es una producción de Sounds Profitable. El episodio de hoy fue presentado por Manuela Bedoya y Gabriel Soto, y escrito por Gavin Gaddis. Bryan Barletta y Tom Webster son los productores ejecutivos de La Descarga de Sounds Profitable. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.
This week on The Download: Quarterly earnings, more quarterly earnings, Audio is getting its own track at Advertising Week, and Spotify is giving podcasts their own space in its app. Arielle: Hope you're ready for some earnings reports, because we've got two segments worth of second quarter earnings to go over. First up: the big platforms. Last Wednesday Alyssa Meyers of Marketing Brew posted a roundup of Spotify, SiriusXM and Acast. Things kick off with a silver lining: “Call it what you want, the ad biz is not looking its best right now. But according to these execs, the growing podcast segment is keeping its head above water.” Economic uncertainty is undeniably impacting the ad industry. The CEOs of Spotify and SiriusXM both cite ‘macro' trends as being notably dire but not to podcast ads sales. SiriusXM's Q2 ad revenue for Pandora and associated platforms reports a 5% year over year increase, reaching 403 million. Spotify posted a 31% year over year gain, earning around 366 million. This time around they neglected to isolate their podcast ad revenue as its own statistic. Meyers quotes Spotify CFO Paul Vogel as saying they're experiencing “strong growth on the podcasting side.” Hosting service Acast has been busy this second quarter, citing new features, a massive increase of podcasts on the platform, and their acquisition of Podchaser as driving factors of their 39% net sales growth. A figure that calculates out to 31 million USD. While the macro trends are concerning, The Download will never pass up an opportunity to report numbers going up in podcasting. Big or small, names in the industry are increasing ad revenue, and that's a good thing. Shreya: Now to cover the Q2 numbers from three large broadcasters: iHeartMedia, Cumulus Media, and Audacy. There's a few dark spots throughout but, interestingly, their podcast numbers are shining beacons of hope in all three reports. Overall iHeartMedia reports an 11% year over year increase, despite, in the words of company president Rich Bressler: “the uncertain economic environment.” Podcast revenue is up to 86 million, a 60% year over year increase. Meanwhile, Cumulus Media joined the macro club during president Mary Berner's opening statement: “Despite the challenging macro environment, we increased revenue in the quarter by more than 5%, driven by our digital businesses whose growth accelerated in Q2 to 20% year-over-year.” Podcasting made Cumulus around 15 million this last quarter, up 27% year over year. All told, podcasting accounts for 6% of the company's revenue. Not too shabby. Finally, Audacy's president David J Field brings us a final use of the term ‘macro' for this episode: “After a very strong first quarter in which we grew revenues by 14% and significantly increased margin, our second quarter results were adversely impacted by declining macroeconomic conditions and ad market headwinds which reduced our top line growth to 5%.” The company made a nice $69m from “digital,” which includes podcasting, and is up 18% year over year. Podcast downloads grew 40% year-over-year. Revenue from podcasts is supposedly in the upper teens of percentage growth, but Audacy didn't give specifics. Even with the ad market headwinds it seems podcasting is doing well for them. Arielle: Wednesday of last week was a busy day for Alyssa Meyers, as we cover her second article of the day: “Audio gets its own track at this year's Advertising Week.” Advertising Week's head of podcasting Richard Larsson told Marketing Brew, “The rise of audio throughout the pandemic, coupled with Advertising Week's efforts to build its own podcast network, culminated in the decision to give audio a more official spot on the agenda this October.” Audio representation continues with one of - if not the - longest-running podcast awards ceremony. Yesterday the People's Choice Podcast Awards announced the nominees for their 17th annual session. The substantive list of nominees can be found on the Podcast Awards website. Continuing the award theme with one more bit of news: on Monday the newest issue of Adweek dropped with the winners to the 2022 Adweek Podcast of the Year Awards. The full list of winners can be found in the official Adweek post by Kennyatta Collins. Shreya: Podcasts and music are taking a break from each other soon on Spotify, according to David Pierce's article for The Verge, posted this Tuesday. “Spotify has been working on a new design for its home tab that will create separate feeds for your music and your podcasts. The company says it's part of an effort to give you more and better recommendations, but it also addresses a common criticism of the Spotify experience: with every kind of audio smushed together in the app, it can sometimes be hard to figure out.” The new layout creates a bar at the top of the app delineating whether the user is in the Music area or one called Podcasts & Shows. Music will continue to feature new suggestions for songs and albums along with recently-listened tracks while Podcasts & Shows gets rid of music and purely focuses on new episodes of subscribed podcasts and recommendations for shows Spotify believes the user will enjoy. Pierce offers the comparison: “They're not so much new home screens as new filters for your home screen. (I'd rather just have them be separate tabs altogether, but I'll take what I can get.)” An app redesign with a dedicated area for podcasting provides more opportunities for promotion. Podcast promotion and growth of audience is one of the hottest topics in podcasting. Spotify providing more of those opportunities for ads in a way that doesn't step on music-based ads is a big deal. Promotion opportunities are a big enough deal that Dan Misener and Jonas Woost of Pacific Content have left to form Bumper, an agency dedicated solely to promotion. Arielle: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week's three great reads are: Fundamentals of Programmatic Advertising by Evelyn Mitchell. A quick read with a helpful infographic that makes a great introduction for those not familiar with programmatic, as well as those in need of a refresher. DoubleVerify Grows Q2 Revenue By Expanding Brand Safety To Retail Media, TikTok And Gaming by Alyssa Boyle. Notable in its absence is any entrance into podcasting. Meanwhile IAS, a direct competitor of DoubleVerify, is the brand safety service for Spotify. DoubleVerify not expanding into audio over these other verticals suggests that the IAS and Spotify relationship is more driven by Spotify looking to tend their walled garden. Perhaps the move was more motivated by Spotify themselves rather than actual advertiser demand to have a brand safety partner. Finally, some self-promotion: Sounds Profitable's latest research project will debut Tuesday, August 23rd during the Sounds Profitable Business Summit. The Summit, as covered in a previous episode of The Download, will take place in Dallas, Texas during the opening day of Podcast Movement. The “After These Messages” study will present a definitive take on the impact of live host-read ads, scripted ads, and announcer-read spots. This study was designed by podcast and research industry veteran Tom Webster, in partnership with Edison Research, and will be seen as an important new resource for publishers and brands. Don't miss it. Arielle: And that was The Download, from Sounds Profitable! I know we went through these fast, so be sure to check out the links to every article mentioned, right in your podcast listening app, or on SoundsProfitable.com/TheDownload. And thank you for sticking with us as we bring you the top stories you might have missed from the past week. I'm Arielle Nissenblatt. Shreya : And I'm Shreya Sharma. Our producers are Bryan Barletta and Tom Webster. Special thanks to Gavin Gaddis for writing today's script, and to Omny Studio for hosting The Download. And thanks to you for joining us. See omnystudio.com/listener for privacy information.
This week on The Download: Quarterly earnings, more quarterly earnings, Audio is getting its own track at Advertising Week, and Spotify is giving podcasts their own space in its app. Arielle: Hope you're ready for some earnings reports, because we've got two segments worth of second quarter earnings to go over. First up: the big platforms. Last Wednesday Alyssa Meyers of Marketing Brew posted a roundup of Spotify, SiriusXM and Acast. Things kick off with a silver lining: “Call it what you want, the ad biz is not looking its best right now. But according to these execs, the growing podcast segment is keeping its head above water.” Economic uncertainty is undeniably impacting the ad industry. The CEOs of Spotify and SiriusXM both cite ‘macro' trends as being notably dire but not to podcast ads sales. SiriusXM's Q2 ad revenue for Pandora and associated platforms reports a 5% year over year increase, reaching 403 million. Spotify posted a 31% year over year gain, earning around 366 million. This time around they neglected to isolate their podcast ad revenue as its own statistic. Meyers quotes Spotify CFO Paul Vogel as saying they're experiencing “strong growth on the podcasting side.” Hosting service Acast has been busy this second quarter, citing new features, a massive increase of podcasts on the platform, and their acquisition of Podchaser as driving factors of their 39% net sales growth. A figure that calculates out to 31 million USD. While the macro trends are concerning, The Download will never pass up an opportunity to report numbers going up in podcasting. Big or small, names in the industry are increasing ad revenue, and that's a good thing. Shreya: Now to cover the Q2 numbers from three large broadcasters: iHeartMedia, Cumulus Media, and Audacy. There's a few dark spots throughout but, interestingly, their podcast numbers are shining beacons of hope in all three reports. Overall iHeartMedia reports an 11% year over year increase, despite, in the words of company president Rich Bressler: “the uncertain economic environment.” Podcast revenue is up to 86 million, a 60% year over year increase. Meanwhile, Cumulus Media joined the macro club during president Mary Berner's opening statement: “Despite the challenging macro environment, we increased revenue in the quarter by more than 5%, driven by our digital businesses whose growth accelerated in Q2 to 20% year-over-year.” Podcasting made Cumulus around 15 million this last quarter, up 27% year over year. All told, podcasting accounts for 6% of the company's revenue. Not too shabby. Finally, Audacy's president David J Field brings us a final use of the term ‘macro' for this episode: “After a very strong first quarter in which we grew revenues by 14% and significantly increased margin, our second quarter results were adversely impacted by declining macroeconomic conditions and ad market headwinds which reduced our top line growth to 5%.” The company made a nice $69m from “digital,” which includes podcasting, and is up 18% year over year. Podcast downloads grew 40% year-over-year. Revenue from podcasts is supposedly in the upper teens of percentage growth, but Audacy didn't give specifics. Even with the ad market headwinds it seems podcasting is doing well for them. Arielle: Wednesday of last week was a busy day for Alyssa Meyers, as we cover her second article of the day: “Audio gets its own track at this year's Advertising Week.” Advertising Week's head of podcasting Richard Larsson told Marketing Brew, “The rise of audio throughout the pandemic, coupled with Advertising Week's efforts to build its own podcast network, culminated in the decision to give audio a more official spot on the agenda this October.” Audio representation continues with one of - if not the - longest-running podcast awards ceremony. Yesterday the People's Choice Podcast Awards announced the nominees for their 17th annual session. The substantive list of nominees can be found on the Podcast Awards website. Continuing the award theme with one more bit of news: on Monday the newest issue of Adweek dropped with the winners to the 2022 Adweek Podcast of the Year Awards. The full list of winners can be found in the official Adweek post by Kennyatta Collins. Shreya: Podcasts and music are taking a break from each other soon on Spotify, according to David Pierce's article for The Verge, posted this Tuesday. “Spotify has been working on a new design for its home tab that will create separate feeds for your music and your podcasts. The company says it's part of an effort to give you more and better recommendations, but it also addresses a common criticism of the Spotify experience: with every kind of audio smushed together in the app, it can sometimes be hard to figure out.” The new layout creates a bar at the top of the app delineating whether the user is in the Music area or one called Podcasts & Shows. Music will continue to feature new suggestions for songs and albums along with recently-listened tracks while Podcasts & Shows gets rid of music and purely focuses on new episodes of subscribed podcasts and recommendations for shows Spotify believes the user will enjoy. Pierce offers the comparison: “They're not so much new home screens as new filters for your home screen. (I'd rather just have them be separate tabs altogether, but I'll take what I can get.)” An app redesign with a dedicated area for podcasting provides more opportunities for promotion. Podcast promotion and growth of audience is one of the hottest topics in podcasting. Spotify providing more of those opportunities for ads in a way that doesn't step on music-based ads is a big deal. Promotion opportunities are a big enough deal that Dan Misener and Jonas Woost of Pacific Content have left to form Bumper, an agency dedicated solely to promotion. Arielle: Finally, it's time for our semi-regular roundup of articles we're calling Quick Hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading. This week's three great reads are: Fundamentals of Programmatic Advertising by Evelyn Mitchell. A quick read with a helpful infographic that makes a great introduction for those not familiar with programmatic, as well as those in need of a refresher. DoubleVerify Grows Q2 Revenue By Expanding Brand Safety To Retail Media, TikTok And Gaming by Alyssa Boyle. Notable in its absence is any entrance into podcasting. Meanwhile IAS, a direct competitor of DoubleVerify, is the brand safety service for Spotify. DoubleVerify not expanding into audio over these other verticals suggests that the IAS and Spotify relationship is more driven by Spotify looking to tend their walled garden. Perhaps the move was more motivated by Spotify themselves rather than actual advertiser demand to have a brand safety partner. Finally, some self-promotion: Sounds Profitable's latest research project will debut Tuesday, August 23rd during the Sounds Profitable Business Summit. The Summit, as covered in a previous episode of The Download, will take place in Dallas, Texas during the opening day of Podcast Movement. The “After These Messages” study will present a definitive take on the impact of live host-read ads, scripted ads, and announcer-read spots. This study was designed by podcast and research industry veteran Tom Webster, in partnership with Edison Research, and will be seen as an important new resource for publishers and brands. Don't miss it. Arielle: And that was The Download, from Sounds Profitable! I know we went through these fast, so be sure to check out the links to every article mentioned, right in your podcast listening app, or on SoundsProfitable.com/TheDownload. And thank you for sticking with us as we bring you the top stories you might have missed from the past week. I'm Arielle Nissenblatt. Shreya : And I'm Shreya Sharma. Our producers are Bryan Barletta and Tom Webster. Special thanks to Gavin Gaddis for writing today's script, and to Omny Studio for hosting The Download. And thanks to you for joining us. See omnystudio.com/listener for privacy information.
Esta semana en La Descarga: Las noticias más importantes de esta semana y por qué es importante para las personas en el negocio de los podcasts. ¡Yo soy Gabriel Soto! Manuela está de vacaciones. Gabe: esta semana: informes de ganancias trimestrales, el audio obtiene su propio lugar en Advertising Week, y Spotify le da a los podcast un nuevo espacio en su aplicación. ¡Empecemos! Gabe: Espero que estén listos para informes de ganancias, porque tenemos dos segmentos de ganancias del segundo trimestre para revisar. Primero: las grandes plataformas. El miércoles pasado, Alyssa Meyers de Marketing Brew publicó un resumen sobre las ganancias de Spotify, SiriusXM y Acast, lo que trae un poco de esperanza: Meyers dice, “Llámalo como quieras, el negocio de la publicidad no se ve lo mejor en este momento. Pero según estos ejecutivos, el creciente segmento de podcasts se mantiene a flote”. Fin de cita Es innegable que la incertidumbre económica está afectando a la industria publicitaria. Los directores ejecutivos de Spotify y SiriusXM citan las tendencias "macro" como nefastas, pero no para las ventas de anuncios de podcast. Los ingresos publicitarios del segundo trimestre de SiriusXM para Pandora y las plataformas asociadas informan un aumento interanual del 5 %, alcanzando los 403 millones de dólares estadounidenses. Spotify registró una ganancia anual del 31%, ganando alrededor de 366 millones. Meyers cita al director financiero de Spotify, Paul Vogel, diciendo que están experimentando un "fuerte crecimiento en el lado de los podcasts". El servicio de alojamiento Acast ha estado ocupado este segundo trimestre, citando nuevas funciones en su plataforma, un aumento masivo de podcasts en ella, y la adquisición de Podchaser como factores impulsores de su crecimiento de ventas netas del 39 %. Una cifra que asciende a 31 millones de dólares. Claro que las tendencias macro son preocupantes, pero La Descarga nunca dejará pasar la oportunidad de informar sobre el aumento de los números en los podcasts. Grandes o pequeños, los protagonistas de la industria están aumentando los ingresos por publicidad, y eso es algo bueno. Gabe: Ahora, a cubrir los números del segundo trimestre de tres grandes emisoras: iHeartMedia, Cumulus Media y Audacy. Hay unos puntos de preocupación para las empresas, pero, curiosamente, los podcasts son faros de esperanza en los tres informes. En general, iHeartMedia informa un aumento interanual del 11 %, a pesar de “el entorno económico incierto” según el presidente, Rich Bressler. Los ingresos por podcasts ascienden a 86 millones de dólares estadounidenses, un aumento del 60 % año tras año. Mientras tanto, Cumulus Media se unió al club que ha mencionado la palabra “macro”. Durante la primera declaración de la presidenta Mary Berner dijo: “A pesar del desafiante entorno macroeconómico, aumentamos los ingresos en el trimestre más del 5 %, impulsado por nuestros negocios digitales, cuyo crecimiento se aceleró en el segundo trimestre al 20 % año tras año”. Fin de cita Los podcasts le ganaron a Cumulus casi 15 millones este último trimestre, un 27 % más año tras año. En total, el medio representa el 6% de los ingresos de la empresa. Genial Finalmente, el presidente de Audacy, David J Field, nos trae un uso final del término "macro": Según field, “Después de un primer trimestre muy fuerte en el que aumentamos los ingresos en un 14 % y aumentamos significativamente el margen, nuestros resultados del segundo trimestre se vieron afectados negativamente por las condiciones macroeconómicas en declive y los obstáculos del mercado publicitario que redujeron nuestro crecimiento de ingresos brutos al 5 %”. Fin de cita. La compañía ganó $ 69 millones por “ el digital", que incluye podcasts, y ha subido un 18% año tras año. Las descargas de podcasts crecieron un 40% durante e mismo periodo. Se supone que los ingresos de los podcasts están en la parte superior del porcentaje de crecimiento, pero Audacy no dio detalles. Incluso con los vientos en contra del mercado publicitario, parece que los podcasts les están yendo bien, ¿no creen? Gabe: El miércoles de la semana pasada Alyssa Meyers, anunció que "El audio obtuvo su propia pista en el Advertising Week de este año". El jefe de podcasting de Advertising Week, Richard Larsson, le dijo a Marketing Brew: “El crecimiento de audio durante la pandemia, junto con los esfuerzos de Advertising Week para construir su propia red de podcasts, culminó con la decisión de darle al audio un lugar más oficial en la agenda este octubre”.fin de cita. La representación de audio continúa con una de las ceremonias de entrega de premios de podcasts más antiguas, si no la más antigua. Ayer, los premios People's Choice Podcast Awards anunciaron los nominados para su 17ª sesión anual. La lista de nominados se puede encontrar en el sitio web de Podcast Awards. Hablando de premios: el lunes, el último número de Adweek salió con los ganadores de los premios Adweek Podcast of the Year 2022. La lista completa de ganadores se puede encontrar en la publicación oficial de Adweek de Kennyatta Collins. Gabe: Los podcasts y la música se separarán pronto en Spotify, según el artículo de David Pierce para The Verge, publicado este martes. Según Pierce “Spotify ha estado trabajando en un nuevo diseño para su pestaña de inicio que creará feeds separados para su música y sus podcasts. La compañía dice que es parte de un esfuerzo por brindar más y mejores recomendaciones, pero también aborda una crítica común de la experiencia de Spotify: con todo tipo de audio mezclado en la aplicación, a veces puede ser difícil de entender” fin de cita El nuevo diseño crea una barra en la parte superior de la aplicación que indica si el usuario está en el área de Música o en uno llamado Podcasts y Shows. Música continuará presentando nuevas sugerencias de canciones y álbumes junto con pistas escuchadas recientemente, mientras que Podcasts & Shows se deshace de la música y se enfoca únicamente en nuevos episodios de podcasts suscritos y recomendaciones para programas que Spotify cree que el usuario disfrutará. Pierce ofrece la comparación: “No son tanto nuevas pantallas de inicio como nuevos filtros para su pantalla de inicio. (Preferiría que fueran pestañas separadas por completo, pero tomaré lo que pueda).” Fin de cita Un rediseño de la aplicación con un área dedicada a los podcasts ofrece más oportunidades de promoción. La promoción de podcasts y el crecimiento de la audiencia es uno de los temas más discutidos en el podcasting. Gabe: Finalmente, un poco de autopromoción: el último proyecto de investigación de Sounds Profitable debutará el martes 23 de agosto durante el Sounds Profitable Business Summit. El evento tendrá lugar en Dallas, Texas, durante el día inaugural de Podcast Movement. El estudio llamado "After These Messages" presentará una visión definitiva del impacto de los anuncios leídos por anfitriones en vivo, los anuncios con guión y los anuncios leídos por otro locutor. Este estudio fue diseñado por Tom Webster, veterano de la industria de la investigación y los podcasts, en asociación con Edison Research, y será visto como un nuevo recurso importante para los editores y las marcas. No te lo pierdas. Gabe: ¡Y así es La Descarga, de Sounds Profitable! Sé que recorrimos estas historias muy rápido, así que no olvides revisar los enlaces para cada artículo que mencionamos directamente en tu aplicación de podcasts o en SoundsProfitable.com/ladescarga. Y gracias por seguir con nosotros para brindarles las mejores historias que tal vez se hayan perdido en la semana. Soy Manuela Bedoya La Descarga es una producción de Sounds Profitable. El episodio de hoy fue presentado por Manuela Bedoya y Gabriel Soto, y escrito por Gavin Gaddis. Bryan Barletta y Tom Webster son los productores ejecutivos de La Descarga de Sounds Profitable. See omnystudio.com/listener for privacy information. See omnystudio.com/listener for privacy information.
What Does it Mean to be Real on Social Media?What you'll hear . . .Ways to get real on social media - even if you hate getting in front of a camera without good lighting and pro stylingWhy LinkedIn is THE network to fall in love withWhen to test out TikTok [hint: ASAP]Where short-form video performs the best About Katie McKieverKatie McKiever has vast social media, communications, and content marketing expertise. For more than twelve years, she has worked in social media marketing, previously managing social media teams for multiple multi-million dollar organizations and one multi-billion dollar organization. Now, Katie crafts creative social media solutions for growing brands as a sought-after consultant.She has single-handedly brought tens of millions of impressions, millions of dollars in earned media value, and millions of dollars in direct business value to the businesses that she has worked with through the content that she has created for brands' social media channels. Katie has trained hundreds of individuals in social media best practices.She is a Ragan Communications national award winner for Content Marketing and Brand Journalism and a PRSA multi-award winner for PR, digital, social, communications, and brand journalism campaigns. She has been sought out for expert commentary by the BBC, NPR (Here & Now), and Morning Brew's Marketing Brew. Ways to connect with Katie . . . .Katie McKiever on LinkedInKatieMcKiever.comKatie McKiever on InstagramKatie's Weekly Social Media NewsletterKatie McKiever on TikTok About Barbara RozgonyiBarbara Rozgonyi leads CoryWest Media, a creative marketing communication consultancy that attracts attention, builds brands, and connects communities. Named after Barbara's mother and grandmother, CoryWest Media inspires innovation as it fuels growth. Barbara is an international trends speaker with a Hungarian heritage, digital marketing advisor since 2002, and sales leadership guide for all types of teams. With future vision, Barbara began publishing her top-ranked blog, wiredPRworks, in 2006. An early social media advocate, Barbara founded Social Media Club Chicago in 2008. Her podcast, Growing Social Now, launched in 2021. She serves on the National Speaker Association Carolinas Chapter's board of directors as Vice President of Marketing and lives in Charlotte, NorThanks for listening, commenting, liking, sharing, and adding Growing Social Now to your podcast playlist!!Cheers to your success,Barbara RozgonyiFounder, CoryWest Media, Top PR Blogger, Host of Growing Social Now, International Speaker and Inspirational Storyteller, Creative Marketing Team Coach, LinkedIn Social Selling Trainer, Avid Hiker, Natural Photographer Barbara Rozgonyi on Facebook Barbara Rozgonyi on InstagramBarbara Rozgonyi on LinkedInBarbara Rozgonyi on TikTokBarbara Rozgonyi on TwitterYouTubeGrowing Social Now wiredPRworksBarbaraRozgonyi.com
Bryan speaks with Marketing Brew's Alyssa Meyers about reporting on podcasting and audio for an advertising-focused publication. Marketing Brew is part of Morning Brew's network of newsletters. Adtech Applied cohost Arielle Nissenblatt joins to set up the chat and break it down with takeaways at the latter half of the show. Listen for: How Alyssa found this beat What Alyssa looks for in a story How to become a source for Alyssa and other marketing/advertising-focused publications that cover podcasting and audio Information on the Sounds Profitable Summit at Podcast Movement Dallas Where to find our other podcasts, La Descarga, The Download, and Sounds Profitable: The Narrated Articles An update on our podcast slate at Sounds Profitable and a tease of what's to come Here's our favorite idea from this conversation: we need subject matter experts who are not just well-versed in their own product or company's capabilities, but who also know how their product/company relates to and fits in with the larger audio landscape. Links: Bryan Barletta Arielle Nissenblatt Alyssa Meyers Marketing Brew Sounds Profitable Summit at Podcast Movement The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta & Arielle Nissenblatt Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
Bryan speaks with Marketing Brew's Alyssa Meyers about reporting on podcasting and audio for an advertising-focused publication. Marketing Brew is part of Morning Brew's network of newsletters. Adtech Applied cohost Arielle Nissenblatt joins to set up the chat and break it down with takeaways at the latter half of the show. Listen for: How Alyssa found this beat What Alyssa looks for in a story How to become a source for Alyssa and other marketing/advertising-focused publications that cover podcasting and audio Information on the Sounds Profitable Summit at Podcast Movement Dallas Where to find our other podcasts, La Descarga, The Download, and Sounds Profitable: The Narrated Articles An update on our podcast slate at Sounds Profitable and a tease of what's to come Here's our favorite idea from this conversation: we need subject matter experts who are not just well-versed in their own product or company's capabilities, but who also know how their product/company relates to and fits in with the larger audio landscape. Links: Bryan Barletta Arielle Nissenblatt Alyssa Meyers Marketing Brew Sounds Profitable Summit at Podcast Movement The Download Sounds Profitable: Narrated Articles SquadCast Credits: Hosted by Bryan Barletta & Arielle Nissenblatt Audio engineering by Evo Terra Executive produced by Evo Terra of Simpler Media Sounds Profitable Theme written by Tim Cameron See omnystudio.com/listener for privacy information.
This week on The Download: Sounds Profitable publishes the Creators report. Slate is running provocative billboards for Slow Burn, Spotify turns its radar on podcasts, rising YouTube CPMs make the platform even more attractive for podcasters, and news organizations struggle to keep young folks around. Firstly, if you'll indulge us a bit of self-promotion, the first ever Sounds Profitable report has been delivered! On Tuesday Sounds Profitable hosted a first-of-its-kind presentation of The Creators. Here's how we billed it: “Sounds Profitable, in partnership with Edison Research, has put together the first credible study of the profile of podcast creators in America. This is an incredibly important benchmark in the history of podcasting and the first of many regular reports Sounds Profitable will be publishing to chart the future of the audio business.” The Creators operates off a data sample of 617 people who fit the profile of having produced a podcast, were over the age of eighteen, and listened to podcasts weekly. The data was collected from Q2 2021 through Q1 of this year. Some results put into sharp focus many assumed truths of the industry, as well as challenging others. The gender makeup of those polled showed sixty-nine percent of creators were men, twenty percentage points higher than the population of the United States. On that same token, the ethnicity spectrum shows podcasting has more diversity, with more representation of Black and Hispanic/Latino podcasters than the census reports as a national average. These juicy stats and more are available at SoundsProfitable.com/thecreators, from the presentation's video to a spiffy 35-slide PDF of just the presentation, for you raw data nerds out there. In an advertising campaign fitting of a flashy documentary, Slate is running a stealth billboard campaign for the current season of Slow Burn. From Ariel Shapiro's reporting on Tuesday's issue of Hot Pod: “Slate is launching a provocative new campaign to promote its latest season of Slow Burn, which tells the story of Shirley Wheeler, the first woman convicted of manslaughter for getting an abortion. The outlet has placed billboards in states that now have some of the strictest abortion laws in the country urging passersby to “Defend Shirley Wheeler.” The billboards are up in seven states with deeply-entrenched anti-abortion sentiment that had trigger laws waiting for Roe v. Wade's nullification. The same issue of Hot Pod also spotlighted the efforts of Earbuds Podcast Collective founder Arielle Nissenblatt to organize a massive campaign of podcasts running pre-roll message to advocate for abortion rights. Messages like the one you'll find at the beginning of this very episode. Hundreds of podcasters have signed on to the cause, including The Bechdel Cast, You Are Good, and legacy household name My Favorite Murder. This Wednesday Spotify announced a podcast version of its RADAR program, originally created to spotlight up-and-coming artists on the music side of the app. RADAR Podcasters aims to get promising young podcasts in front of wider audiences with free exposure in-app. Each quarter Spotify's content editors in participating regions will select three podcasts to spotlight with the RADAR program. Podcast Editorial Lead Brianne O'Brien goes more into the rhetoric used: “We'll focus on creators with shows that exhibit authenticity and inclusivity, give us a reason to keep listening, and educate and entertain.” Currently the list of participating countries is fifteen, including thirteen countries in which English is not the default language. This is encouraging news for more big company recognition of podcasting's strengths outside the North American and UK English-speaking bubble. O'Brien seems passionate about the cause, too. “My team, and Spotifiers more broadly, are podcast enthusiasts. So first and foremost, we really want to underscore the hard work that's being done by creators to take their podcast to the next level, but also to build those long-lasting relationships with their audience.” Little is given in the way of specific details outside of which countries will be involved and how many podcasts are being selected. For example: The paragraph dedicated to addressing how the program will measure success offers no concrete ways by which they'll measure success. The main drive seems to be that the program exists and those involved are excited to execute its ambitious mission. Currently RADAR Podcaster will only spotlight podcasts hosted on Anchor. Big Green sees the utility in embracing its creators, but for now only creators who are wholly locked into the Spotify system. Last Thursday Phoebe Bain of Marketing Brew revealed there's a reason most YouTubers are doing baked-in influencer ads these days, and that could be excellent news for podcasts. “According to a new report that influencer marketing agency The Outloud Group shared exclusively with Marketing Brew, influencer CPMs went up across major verticals on YouTube—from beauty and fashion to education—in 2021.” One example given is from the YouTube mainstay of gaming. The median CPM for influencers who focused on gaming content was $54.68 in 2021. Now in 2022 it has climbed to $66.48. And gaming influencers aren't even in the top five fastest-growing genre CPMs in the Outloud chart. Bain quotes Outloud Group vice president Nycole Kelly on the topic of rising influencer rates in general, the group having come to the conclusion YouTube influencers are raising rates in general beyond CPMs. Podcasting is trying to figure out the right way to blend YouTube impressions and podcast downloads. For some, podcast CPMs are a better bet, but MarketingBrew's chart shows Youtube ads sold directly by influencers exceed podcasting average CPM by quite a bit. Yet another reason for the video-agnostic producers to consider a video strategy for their podcasts. Last Thursday Sara Guaglione of Digiday covered a recent panel at a Reuters event in which prominent execs and editors in the news world addressed a big issue: Young people aren't watching the news anymore. “Roughly four out of 10 people under 35 years old – 42% – “sometimes or often actively avoid the news,” according to the 11th annual “Digital News Report” report conducted by the Reuters Institute for the Study of Journalism. Albeit, that aversion is only slightly more acute than among those 35 years old and older, 36% of whom sometimes or often steer clear of the news.” Reasons for the drop in attention are numerous. The panel proposed several, including the draining effect of repetitive long-term events like politics or the pandemic. The under-35 demo is also cited as the one with the lowest amount of trust in established news organizations, and the percentage who outright distrust the media is growing rapidly. Legacy institutions are scrambling to solve for the growing problem. Guaglione points to places like the Los Angeles Times creating a team of people whose sole mission is to repackage LA Times content for Instagram. We bring this story to The Download because a significant portion of podcasting is news. Just because we're the cool new kids on the content block doesn't mean the issues affecting the rest of the journalism industry haven't taken root here as well, and the proposed solutions to fix the issue for online and print orgs likely contain useful strategies for podcasting. Now it's time for our semi-recurring segment spotlighting articles worth reading that didn't quite make it into the episode. This week The Download has just one to recommend, but it makes an excellent companion piece to the story Manuela just told you about. Top 25 US newspaper circulations: Print Sales fall another 12% in 2022 by Willam Turvill. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Evo Terra edited today's episode. Special thanks to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
This week on The Download: Sounds Profitable publishes the Creators report. Slate is running provocative billboards for Slow Burn, Spotify turns its radar on podcasts, rising YouTube CPMs make the platform even more attractive for podcasters, and news organizations struggle to keep young folks around. Firstly, if you'll indulge us a bit of self-promotion, the first ever Sounds Profitable report has been delivered! On Tuesday Sounds Profitable hosted a first-of-its-kind presentation of The Creators. Here's how we billed it: “Sounds Profitable, in partnership with Edison Research, has put together the first credible study of the profile of podcast creators in America. This is an incredibly important benchmark in the history of podcasting and the first of many regular reports Sounds Profitable will be publishing to chart the future of the audio business.” The Creators operates off a data sample of 617 people who fit the profile of having produced a podcast, were over the age of eighteen, and listened to podcasts weekly. The data was collected from Q2 2021 through Q1 of this year. Some results put into sharp focus many assumed truths of the industry, as well as challenging others. The gender makeup of those polled showed sixty-nine percent of creators were men, twenty percentage points higher than the population of the United States. On that same token, the ethnicity spectrum shows podcasting has more diversity, with more representation of Black and Hispanic/Latino podcasters than the census reports as a national average. These juicy stats and more are available at SoundsProfitable.com/thecreators, from the presentation's video to a spiffy 35-slide PDF of just the presentation, for you raw data nerds out there. In an advertising campaign fitting of a flashy documentary, Slate is running a stealth billboard campaign for the current season of Slow Burn. From Ariel Shapiro's reporting on Tuesday's issue of Hot Pod: “Slate is launching a provocative new campaign to promote its latest season of Slow Burn, which tells the story of Shirley Wheeler, the first woman convicted of manslaughter for getting an abortion. The outlet has placed billboards in states that now have some of the strictest abortion laws in the country urging passersby to “Defend Shirley Wheeler.” The billboards are up in seven states with deeply-entrenched anti-abortion sentiment that had trigger laws waiting for Roe v. Wade's nullification. The same issue of Hot Pod also spotlighted the efforts of Earbuds Podcast Collective founder Arielle Nissenblatt to organize a massive campaign of podcasts running pre-roll message to advocate for abortion rights. Messages like the one you'll find at the beginning of this very episode. Hundreds of podcasters have signed on to the cause, including The Bechdel Cast, You Are Good, and legacy household name My Favorite Murder. This Wednesday Spotify announced a podcast version of its RADAR program, originally created to spotlight up-and-coming artists on the music side of the app. RADAR Podcasters aims to get promising young podcasts in front of wider audiences with free exposure in-app. Each quarter Spotify's content editors in participating regions will select three podcasts to spotlight with the RADAR program. Podcast Editorial Lead Brianne O'Brien goes more into the rhetoric used: “We'll focus on creators with shows that exhibit authenticity and inclusivity, give us a reason to keep listening, and educate and entertain.” Currently the list of participating countries is fifteen, including thirteen countries in which English is not the default language. This is encouraging news for more big company recognition of podcasting's strengths outside the North American and UK English-speaking bubble. O'Brien seems passionate about the cause, too. “My team, and Spotifiers more broadly, are podcast enthusiasts. So first and foremost, we really want to underscore the hard work that's being done by creators to take their podcast to the next level, but also to build those long-lasting relationships with their audience.” Little is given in the way of specific details outside of which countries will be involved and how many podcasts are being selected. For example: The paragraph dedicated to addressing how the program will measure success offers no concrete ways by which they'll measure success. The main drive seems to be that the program exists and those involved are excited to execute its ambitious mission. Currently RADAR Podcaster will only spotlight podcasts hosted on Anchor. Big Green sees the utility in embracing its creators, but for now only creators who are wholly locked into the Spotify system. Last Thursday Phoebe Bain of Marketing Brew revealed there's a reason most YouTubers are doing baked-in influencer ads these days, and that could be excellent news for podcasts. “According to a new report that influencer marketing agency The Outloud Group shared exclusively with Marketing Brew, influencer CPMs went up across major verticals on YouTube—from beauty and fashion to education—in 2021.” One example given is from the YouTube mainstay of gaming. The median CPM for influencers who focused on gaming content was $54.68 in 2021. Now in 2022 it has climbed to $66.48. And gaming influencers aren't even in the top five fastest-growing genre CPMs in the Outloud chart. Bain quotes Outloud Group vice president Nycole Kelly on the topic of rising influencer rates in general, the group having come to the conclusion YouTube influencers are raising rates in general beyond CPMs. Podcasting is trying to figure out the right way to blend YouTube impressions and podcast downloads. For some, podcast CPMs are a better bet, but MarketingBrew's chart shows Youtube ads sold directly by influencers exceed podcasting average CPM by quite a bit. Yet another reason for the video-agnostic producers to consider a video strategy for their podcasts. Last Thursday Sara Guaglione of Digiday covered a recent panel at a Reuters event in which prominent execs and editors in the news world addressed a big issue: Young people aren't watching the news anymore. “Roughly four out of 10 people under 35 years old – 42% – “sometimes or often actively avoid the news,” according to the 11th annual “Digital News Report” report conducted by the Reuters Institute for the Study of Journalism. Albeit, that aversion is only slightly more acute than among those 35 years old and older, 36% of whom sometimes or often steer clear of the news.” Reasons for the drop in attention are numerous. The panel proposed several, including the draining effect of repetitive long-term events like politics or the pandemic. The under-35 demo is also cited as the one with the lowest amount of trust in established news organizations, and the percentage who outright distrust the media is growing rapidly. Legacy institutions are scrambling to solve for the growing problem. Guaglione points to places like the Los Angeles Times creating a team of people whose sole mission is to repackage LA Times content for Instagram. We bring this story to The Download because a significant portion of podcasting is news. Just because we're the cool new kids on the content block doesn't mean the issues affecting the rest of the journalism industry haven't taken root here as well, and the proposed solutions to fix the issue for online and print orgs likely contain useful strategies for podcasting. Now it's time for our semi-recurring segment spotlighting articles worth reading that didn't quite make it into the episode. This week The Download has just one to recommend, but it makes an excellent companion piece to the story Manuela just told you about. Top 25 US newspaper circulations: Print Sales fall another 12% in 2022 by Willam Turvill. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Evo Terra edited today's episode. Special thanks to our media host, Omny Studio. See omnystudio.com/listener for privacy information.
This week on The Download: Sounds Profitable publishes the Creators report. Slate is running provocative billboards for Slow Burn, Spotify turns its radar on podcasts, rising YouTube CPMs make the platform even more attractive for podcasters, and news organizations struggle to keep young folks around. Firstly, if you'll indulge us a bit of self-promotion, the first ever Sounds Profitable report has been delivered! On Tuesday Sounds Profitable hosted a first-of-its-kind presentation of The Creators. Here's how we billed it: “Sounds Profitable, in partnership with Edison Research, has put together the first credible study of the profile of podcast creators in America. This is an incredibly important benchmark in the history of podcasting and the first of many regular reports Sounds Profitable will be publishing to chart the future of the audio business.” The Creators operates off a data sample of 617 people who fit the profile of having produced a podcast, were over the age of eighteen, and listened to podcasts weekly. The data was collected from Q2 2021 through Q1 of this year. Some results put into sharp focus many assumed truths of the industry, as well as challenging others. The gender makeup of those polled showed sixty-nine percent of creators were men, twenty percentage points higher than the population of the United States. On that same token, the ethnicity spectrum shows podcasting has more diversity, with more representation of Black and Hispanic/Latino podcasters than the census reports as a national average. These juicy stats and more are available at SoundsProfitable.com/thecreators, from the presentation's video to a spiffy 35-slide PDF of just the presentation, for you raw data nerds out there. In an advertising campaign fitting of a flashy documentary, Slate is running a stealth billboard campaign for the current season of Slow Burn. From Ariel Shapiro's reporting on Tuesday's issue of Hot Pod: “Slate is launching a provocative new campaign to promote its latest season of Slow Burn, which tells the story of Shirley Wheeler, the first woman convicted of manslaughter for getting an abortion. The outlet has placed billboards in states that now have some of the strictest abortion laws in the country urging passersby to “Defend Shirley Wheeler.” The billboards are up in seven states with deeply-entrenched anti-abortion sentiment that had trigger laws waiting for Roe v. Wade's nullification. The same issue of Hot Pod also spotlighted the efforts of Earbuds Podcast Collective founder Arielle Nissenblatt to organize a massive campaign of podcasts running pre-roll message to advocate for abortion rights. Messages like the one you'll find at the beginning of this very episode. Hundreds of podcasters have signed on to the cause, including The Bechdel Cast, You Are Good, and legacy household name My Favorite Murder. This Wednesday Spotify announced a podcast version of its RADAR program, originally created to spotlight up-and-coming artists on the music side of the app. RADAR Podcasters aims to get promising young podcasts in front of wider audiences with free exposure in-app. Each quarter Spotify's content editors in participating regions will select three podcasts to spotlight with the RADAR program. Podcast Editorial Lead Brianne O'Brien goes more into the rhetoric used: “We'll focus on creators with shows that exhibit authenticity and inclusivity, give us a reason to keep listening, and educate and entertain.” Currently the list of participating countries is fifteen, including thirteen countries in which English is not the default language. This is encouraging news for more big company recognition of podcasting's strengths outside the North American and UK English-speaking bubble. O'Brien seems passionate about the cause, too. “My team, and Spotifiers more broadly, are podcast enthusiasts. So first and foremost, we really want to underscore the hard work that's being done by creators to take their podcast to the next level, but also to build those long-lasting relationships with their audience.” Little is given in the way of specific details outside of which countries will be involved and how many podcasts are being selected. For example: The paragraph dedicated to addressing how the program will measure success offers no concrete ways by which they'll measure success. The main drive seems to be that the program exists and those involved are excited to execute its ambitious mission. Currently RADAR Podcaster will only spotlight podcasts hosted on Anchor. Big Green sees the utility in embracing its creators, but for now only creators who are wholly locked into the Spotify system. Last Thursday Phoebe Bain of Marketing Brew revealed there's a reason most YouTubers are doing baked-in influencer ads these days, and that could be excellent news for podcasts. “According to a new report that influencer marketing agency The Outloud Group shared exclusively with Marketing Brew, influencer CPMs went up across major verticals on YouTube—from beauty and fashion to education—in 2021.” One example given is from the YouTube mainstay of gaming. The median CPM for influencers who focused on gaming content was $54.68 in 2021. Now in 2022 it has climbed to $66.48. And gaming influencers aren't even in the top five fastest-growing genre CPMs in the Outloud chart. Bain quotes Outloud Group vice president Nycole Kelly on the topic of rising influencer rates in general, the group having come to the conclusion YouTube influencers are raising rates in general beyond CPMs. Podcasting is trying to figure out the right way to blend YouTube impressions and podcast downloads. For some, podcast CPMs are a better bet, but MarketingBrew's chart shows Youtube ads sold directly by influencers exceed podcasting average CPM by quite a bit. Yet another reason for the video-agnostic producers to consider a video strategy for their podcasts. Last Thursday Sara Guaglione of Digiday covered a recent panel at a Reuters event in which prominent execs and editors in the news world addressed a big issue: Young people aren't watching the news anymore. “Roughly four out of 10 people under 35 years old – 42% – “sometimes or often actively avoid the news,” according to the 11th annual “Digital News Report” report conducted by the Reuters Institute for the Study of Journalism. Albeit, that aversion is only slightly more acute than among those 35 years old and older, 36% of whom sometimes or often steer clear of the news.” Reasons for the drop in attention are numerous. The panel proposed several, including the draining effect of repetitive long-term events like politics or the pandemic. The under-35 demo is also cited as the one with the lowest amount of trust in established news organizations, and the percentage who outright distrust the media is growing rapidly. Legacy institutions are scrambling to solve for the growing problem. Guaglione points to places like the Los Angeles Times creating a team of people whose sole mission is to repackage LA Times content for Instagram. We bring this story to The Download because a significant portion of podcasting is news. Just because we're the cool new kids on the content block doesn't mean the issues affecting the rest of the journalism industry haven't taken root here as well, and the proposed solutions to fix the issue for online and print orgs likely contain useful strategies for podcasting. Now it's time for our semi-recurring segment spotlighting articles worth reading that didn't quite make it into the episode. This week The Download has just one to recommend, but it makes an excellent companion piece to the story Manuela just told you about. Top 25 US newspaper circulations: Print Sales fall another 12% in 2022 by Willam Turvill. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Evo Terra edited today's episode. Special thanks to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Esta semana en La Descarga: Sounds Profitable publica el informe: The Creators. Slate está publicando vallas publicitarias provocativas para el podcast Slow Burn. Spotify ajusta su radar hacia los podcasts. El aumento de los CPM de YouTube hace que la plataforma sea aún más atractiva para los podcasters, y las organizaciones de noticias luchan por mantener a los jóvenes en su audiencia. En primer lugar, permítenos un poco de autopromoción, ¡Se ha publicado el primer informe de investigación de Sounds Profitable! El martes, SOunds Profitable publicó The Creators, una publicación que es la primera de su tipo en investigar los podcasters. Esto es como lo describimos: “Sounds Profitable, en asociación con Edison Research, ha llevado a cabo el primer estudio creíble sobre el perfil de los creadores de podcasts en los Estados Unidos. Este es un punto de referencia increíblemente importante en la historia del podcasting y el primero de muchos informes que Sounds Profitable publicará con regularidad para trazar el futuro del negocio de audio”. The Creators opera a través de datos de una muestra de 617 personas que hayan producido un podcast, tenían más de dieciocho años y escuchaban podcasts semanalmente. Los datos se recopilaron desde el segundo trimestre de 2021 hasta el primer trimestre de este año. Algunos resultados refuerzan muchas supuestas verdades de la industria, además de desafiar a otras. La composición de género de los encuestados mostró que el 69% de los creadores eran hombres, 20 punto porcentuales más que la población de los Estados Unidos. Del mismo modo, el espectro étnico muestra que el podcasting tiene más diversidad, con más representación de podcasters negros e hispanos/latinos que los informes del censo como promedio nacional. Estas estadísticas y más están disponibles en SoundsProfitable.com/thecreators, desde el video de la presentación hasta un elegante PDF de 35 diapositivas del informe, ambos también estarán disponibles en español a partir del 7 de julio. En una campaña publicitaria muy apropiada para un documental llamativo, la empresa Slate está ejecutando una campaña de vallas publicitarias para la temporada actual del podcast Slow Burn. Según el informe de Ariel Shapiro en la edición del martes de Hot Pod: “Slate está lanzando una nueva campaña provocativa para promocionar su última temporada de Slow Burn, que cuenta la historia de Shirley Wheeler, la primera mujer condenada por homicidio involuntario por abortar. El medio ha colocado vallas publicitarias en estados que ahora tienen algunas de las leyes de aborto más estrictas del país. Las carteleras impulsan a los transeúntes a "Defender a Shirley Wheeler". Las vallas publicitarias están en siete estados con grandes sentimientos antiaborto que tenían leyes desencadenantes esperando la anulación de Roe v. Wade. El mismo número de Hot Pod también destacó los esfuerzos de la fundadora de Earbuds Podcast Collective, Arielle Nissenblatt, por organizar una campaña masiva de podcasts con mensajes pre-roll para abogar por el derecho al aborto. Mensaje como el que encontrarás al principio de este mismo episodio. Cientos de podcasters se han unido a la causa, incluidos The Bechdel Cast, You Are Good y My Favorite Murder. Este miércoles, Spotify anunció una versión de podcast de su programa RADAR, creado originalmente para destacar a los artistas emergentes en el lado musical de la aplicación. RADAR Podcasters aspira a promocionar podcasts jóvenes y prometedores frente a audiencias más grandes con publicidad gratuita en la aplicación. Cada trimestre, los editores de contenido de Spotify en las regiones participantes elegirán tres podcasts para destacar con el programa RADAR. La líder de editorial de podcast en Spotify, Brianne O'Brien, profundiza más sobre el tema: “Nos concentráremos en los creadores con programas que muestren autenticidad e inclusión, que nos den una razón para seguir escuchando, educar y entretener”. Actualmente, la lista de países participantes es de quince, incluidos trece países en los que el inglés no es el idioma predominante. Esta es una noticia alentadora para que las grandes empresas reconozcan los puntos fuertes del podcasting fuera de la burbuja de habla inglesa de Estados Unidos y el Reino Unido. O'Brien también parece apasionada por la causa. “Mi equipo, y Spotifiers en general, son entusiastas de los podcasts. Entonces, ante todo, realmente queremos destacar el trabajo que están haciendo los creadores para llevar su podcast al siguiente nivel, y también para construir relaciones importantes con su audiencia”. Se han dado pocos detalles específicos fuera de qué países estarán involucrados y cuántos podcasts se seleccionarán. Por ejemplo: el párrafo dedicado a detallar cómo el programa medirá el éxito no ofrece formas concretas por las cuales medirán el éxito. El anuncio principal parece ser que el programa existe y los involucrados están emocionados de ejecutar su ambiciosa misión. Actualmente, RADAR Podcaster solo destacará los podcasts alojados en Anchor. Spotify ve la utilidad de abrazar a sus creadores, pero por ahora solo a los creadores que están completamente encerrados en el sistema de la empresa. El jueves pasado, Phoebe Bain de Marketing Brew reveló que hay una razón por la que hoy en día la mayoría de los YouTubers están haciendo anuncios integrados en contenido, y eso podría ser una excelente noticia para los podcasts. “Según un nuevo informe que la agencia de marketing de influencers The Outloud Group compartió en exclusiva con Marketing Brew, los CPM de los influencers aumentaron en las principales categorías de YouTube, desde belleza y moda hasta la educación, en el 2021”. Un ejemplo dado es el pilar de YouTube de los videojuegos. El CPM medio para personas influyentes que se centraron en el contenido de videojuegos fue de $ 54,68 en 2021. Ahora, en 2022, ha subido a $ 66,48. Y los influencers de los juegos ni siquiera se encuentran entre los cinco CPM de género de más rápido crecimiento en la tabla de Outloud. Bain cita al vicepresidente de Outloud Group, Nycole Kelly, sobre el tema del aumento de las tasas de personas influyentes en general, y el grupo llegó a la conclusión de que las personas influyentes de YouTube están aumentando las tasas en general más allá de los CPM. Podcasting está tratando de descubrir la forma correcta de combinar las impresiones de YouTube y las descargas de podcasts. Para algunos, los CPM de los podcasts son una mejor apuesta, pero el gráfico de MarketingBrew muestra que los anuncios de YouTube vendidos directamente por personas influyentes superan bastante el CPM promedio de los podcasts. Otra razón más para que los productores sin video consideren una estrategia de video para sus podcasts. El jueves pasado, Sara Guaglione de Digiday cubrió una presentación reciente en un evento de Reuters en el que destacados ejecutivos y editores del mundo de las noticias discutieron un gran problema: los jóvenes ya no ven las noticias. “Aproximadamente cuatro de cada 10 personas menores de 35 años (42 %) “a veces o con frecuencia evitan activamente las noticias”, según el undécimo informe anual “Digital News Report” realizado por el Reuters Institute para el Study of Journalism. Sin embargo, esa aversión es solo un poco más que personas mayores de 35 años, “el 36% de los cuales a veces o con frecuencia se mantienen alejados de las noticias”. Las razones de la caída de la atención son numerosas. El panel propuso varios, incluido el efecto cansador de eventos repetitivos a largo plazo como la política o la pandemia. El sector demográfico de menores de 35 años también se cita como lo que tiene la menor cantidad de confianza en las organizaciones noticiosas establecidas, y el porcentaje que desconfía abiertamente de los medios está creciendo rápidamente. Las instituciones con legados en las noticias se esfuerzan por resolver el creciente problema. Guaglione destaca a lugares como Los Angeles Times creando un equipo de personas cuya única misión es redistribuir el contenido de LA Times para Instagram. Traemos esta historia a la descarga porque una parte importante de los podcasts son noticias. El hecho de que seamos los nuevos chicos en el bloque de contenido no significa que los problemas que afectan al resto de la industria del periodismo no se hayan producido aquí también, y las soluciones propuestas para solucionar el problema para las organizaciones impresas y en línea probablemente contengan estrategias útiles para el podcasting. Gabe: Es hora para nuestro segmento recurrente que destaca artículos que vale la pena leer y que no llegaron al episodio. Esta semana, la descarga solo tiene uno para recomendar, pero es un excelente complemento de la historia que Manuela acaba de contarles. Top 25 US newspaper circulations: Print Sales fall another 12% in 2022 de Willam Turvill. El artículo cuenta la historia de las 25 principales circulaciones de periódicos de EE. UU. y como las ventas impresas han caído un 12% en 2022 entre ellas. La Descarga es una producción de Sounds Profitable. El episodio de hoy fue presentado por Manuela Bedoya y Gabriel Soto, y escrito por Gavin Gaddis. Bryan Barletta y Evo Terra son los productores ejecutivos de La Descarga de Sounds Profitable. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Esta semana en La Descarga: Un canal operado por YouTube detalla los beneficios del podcasting en la plataforma, la ausencia de la clase media del podcasting y qué significan los estándares del IAB en videojuegos para el podcasting. Primero, algo ligero y prometedor. El jueves pasado, Creator Insider, un canal de YouTube operado por un grupo enfocado en los creadores de contenido de YouTube, subió un video con una duración de cuatro minutos acerca de preguntas frecuentes sobre el podcasting en YouTube. El video no necesariamente contiene nueva información para alguien que está sumergido en la industria de los podcasts, pero si es una señal maravillosa para el futuro de los podcasts pequeños y medianos que no están seguros de percibir a YouTube como una plataforma de podcasts viable. La gerente de socios estratégicos, Erica, incluso respalda la dimensión del alcance de YouTube citando los datos de Edison Research. Tener recursos buenos y concisos para facilitar un cambio más fácil hacia la mentalidad de que YouTube debe ser tratado como cualquier otro proveedor de podcasts es un paso prometedor. También es interesante observar la importancia que se otorga a la organización adecuada de los episodios de podcast en las listas de reproducción. El video tiene mucho cuidado en establecer las mejores prácticas para nombrar y organizar listas de reproducción. Si bien, nunca se hace referencia a “RSS” , parece que el enfoque de YouTube es utilizar la funcionalidad existente de guardar fácilmente las listas de reproducción de videos para tratarlas como una fuente “RSS”. Quién sabe, dentro de unos meses podríamos oír hablar de actualizaciones de la plataforma que acorten la distancia entre el consumo de YouTube y el de los podcasts de audio. Hablando de YouTube... El lunes pasado, una exclusiva del reportero de Reuters, Foo Yun Chee, compartió detalles sobre la oferta más reciente de Google para negociar una investigación antimonopolio de la Unión Europea sin una multa sustancial. Afortunadamente para los podcasts, esto podría tener efectos beneficiosos. La empresa matriz de Google, Alphabet, ha propuesto abrir sus puertas digitales por primera vez para permitir que socios programáticos externos coloquen anuncios en videos de YouTube. “ El año pasado, la Comisión Europea abrió una investigación para examinar si el mayor proveedor de búsquedas y vídeos del mundo, se estaba dando una ventaja injusta en la publicidad digital al restringir el acceso de los rivales y anunciantes a los datos de los usuarios”. Si Google termina renunciando al requisito de usar Ad Manager para colocar anuncios de YouTube, esto podría complacer a la Comisión Europea y abrir una cantidad considerable de valioso inventario para los compradores de anuncios de podcast. Inventario a través de plataformas con las que ya están familiarizados y, dado que YouTube está presionando para que haya más podcasts en su plataforma, ese inventario seguirá beneficiando a la industria de los podcasts. El viernes pasado, un podcaster bajo la cobertura de Spotify dijo en voz alta la parte silenciosa. Como se detalló en el Hot Pod de la semana pasada, el analista deportivo y presentador de The Ringer Bill Simmons, reveló que Spotify abre el telón estadístico para los creativos que firman con ellos. Lo siguiente es en referencia a un reciente episodio del podcast Recode de Peter Kafka, en el que apareció Simmons. “Una cosa que mencionó en el podcast que me llamó la atención fue cómo utiliza los datos. Aunque dijo que no presta mucha atención a las estadísticas de rendimiento de su propio programa, indicó que aprovecha los otros recursos de datos de Spotify para conocer a la competencia y posicionar mejor sus programas”. El boletín continúa citando la entrevista de Simmons en Recode en la que describe tener la capacidad de ver las estadísticas de los podcasts de la competencia en Spotify como tener acceso a "un increíble cofre de guerra de inteligencia sobre los hábitos de las personas que escuchan podcasts". Este es uno de esos raros momentos en los que un hecho conocido que se dice en voz alta suena como si fuera nueva información. No es una noticia particularmente de última hora que un proveedor de contenido tenga datos excelentes. Todos en el negocio pueden usar el acceso a los datos de los competidores de un podcaster, solo que, de ese asunto particular no se habla a menudo. El miedo detrás de lo que Simmons dice aquí es que Spotify posee más que solo el proveedor. También posee plataformas de alojamiento y uno de los negocios publicitarios más grandes en Megaphone. No hay nada nuevo bajo el sol. Gigantes como Walmart y Amazon han hecho esto para la competencia de compras minoristas en el pasado, pero ahora los podcasts están creciendo y las tiendas únicas como Spotify son cada vez más comunes. El jueves pasado, Eric Nuzum publicó una entrega de su Substack The Audio Insurgent en la que plantea la pregunta "¿El podcasting carece de una clase media?". El artículo comienza con Nuzum hablando en una conferencia a la que asistieron muchos gerentes generales y directores ejecutivos de estaciones de radio públicas. Durante una charla que presentó Nuzum, preguntó al grupo de más de 200 directores de radio pública, un grupo demográfico famoso por adoptar el podcasting, quién tenía al menos un podcast que realizaba 50.000 descargas al mes. Menos de diez asistentes cumplieron con esa estadística. “¿Por qué son importantes esos números? La tarifa publicitaria promedio de CPM en podcasting es de aproximadamente $23.16 por cada mil descargas. Para calificar para compras incluso a esa tasa promedio, generalmente necesita tener un podcast que se descargue 50,000 veces al mes. La radio pública ve el podcasting como una parte fundamental de su futuro, sin embargo, hoy en día solo ocho estaciones en el país son capaces de alcanzar esa tasa por sí mismas”. El artículo de Nuzum propone que la narrativa predominante para los podcasters más pequeños ha creado una división de clases donde a la mayoría se le dice que la única estrategia real es crear contenido sin una compensación justa durante el tiempo suficiente para que una empresa “mágica· más grande compre el podcast por una gran cantidad de dinero. Los podcasters independientes esperan triunfar o fracasar. No hay término medio. “El podcasting ha existido desde hace más de 18 años y la radio pública ha sido considerada líder en su desarrollo y crecimiento. Sin embargo, de las más de 200 emisoras en la sala, exactamente una de ellas había descubierto en todo ese tiempo cómo producir un programa que fuera autosuficiente para un equipo de una sola persona”. El abismo entre las superproducciones y los pequeños proyectos independientes es grande. Debe haber un punto medio para que, tanto los creadores como los proveedores, ganen un buen salario produciendo podcasts. Hay muchas minas de oro en esas colinas, si la industria quiere reclamarlas. Este es para los gamers de la audiencia, aunque, como de costumbre, volveremos al podcasting al final. Ryan Barwick, de Marketing Brew, habló de nuevas e interesantes actualizaciones de la IAB con respecto a los estándares de medición en los videojuegos. Los estándares, que no se habían actualizado desde 2009, solían considerar que una impresión se producía cuando un jugador había estado expuesto al anuncio durante al menos diez segundos. Barwick dice: "Eso se ha reducido drásticamente a un segundo continuo para los anuncios mostrados en los juegos y a dos segundos continuos para los bloques de anuncios de vídeo, siempre que al menos la mitad de los píxeles del anuncio estén enfocados. Son más o menos las mismas pautas para los anuncios mostrados en línea". Se trata más o menos de las mismas medidas aplicadas a los anuncios mostrados en línea, pero con la consideración añadida de los anuncios existentes en el espacio 3D. Las pautas de la IAB tienen en cuenta el ángulo de visión y la claridad de los píxeles en un reconocimiento de que los juegos modernos son capaces de colocar anuncios dentro de los mundos de los juegos. Y ya era hora. Gavin Gaddis, El escritor de la descarga, recuerda cuando la campaña electoral de Obama compró espacio en vallas publicitarias del torneo mundial del juego de carreras Burnout Paradise en 2008. La marca de moda Diesel compró espacio publicitario para ser exhibido a los costados de camionetas que circulaban por la ciudad de este juego; camionetas que podían ser destruidas por los jugadores. Citando de nuevo a Barwick: "Las nuevas normas de la IAB deberían estar terminadas para el otoño. Para Francesco Petruzzelli, director de tecnología de la empresa de publicidad en juegos Bidstack, las normas parecen mínimas. Un segundo no es suficiente para impresionar y esto podría llevar a un inventario excesivo". ¿Cómo se relaciona esto con el podcasting? En un mundo en el que ver el logotipo de Pepsi en un cartel en la calle mientras participan multijugadores en un juego de Halo: Infinite cuenta como una impresión, no hay lugar para discutir la validez de considerar las descargas de podcasts como una impresión "real". Esta última historia completa es un tweet de Ryan Reynolds. El martes, el actor publicó un video en el que profesa su amor por filmar anuncios, describiéndolos como minipelículas con el mismo proceso creativo y requisitos de equipo. Y, al igual que las películas, los anuncios se filman en lugares distintos a Hollywood sin muchas iniciativas para garantizar la diversidad y la inclusión en muchas de las carreras profesionales necesarias. “Hace casi dos años, comenzamos con la organización “Group Effort Initiative” con el fin de aumentar la inclusión en la industria del entretenimiento entre BIPOC y las comunidades subrepresentadas, y ha sido enormemente gratificante. Por eso estoy orgulloso de ser cofundador de “Creative Ladder”. La nueva organización sin fines de lucro, al igual que Group Effort Initiative, trabajará para hacer que las carreras en el espacio publicitario creativo sean accesibles para todos. Nos encanta ver más diversidad en cada rincón de la industria. Es tiempo de nuestro resumen semi-regular de artículos que no se presentaron en el episodio de hoy, pero que aún vale la pena incluir en su lectura de fin de semana. En primer lugar, hay una edición de lectura obligada de Stratechery: Spotify's Investor Day, Spotify's Music Aggregation, Podcast Anecdata. Que en español es: Día del inversor de Spotify, Agregación de música de Spotify, Podcast Anecdata. Tambien: My Lifetime Ban from the Podcasting Cool Kids Club por Neil Hedley Que en en español es: Mi Prohibición de Por Vida del Club de Podcasting de Chicos Geniales Y, por último un recordatorio de que la edición del 2022 de Infinite Dial Canadá es el 30 de junio y puedes registrarte ahora mismo en el enlace provisto en las notas del programa. La Descarga es una producción de Sounds Profitable. El episodio de hoy fue presentado por Manuela Bedoya y Gabriel Soto, y escrito por Gavin Gaddis. Bryan Barletta y Evo Terra son los productores ejecutivos de La Descarga de Sounds Profitable.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
This week on The Download: Premium Podcasting on Apple just got easier, Media Monitors slips up on methodology, and Podfest Africa’s annual study is here. Publishing content to a premium subscription feed on Apple Podcasts is about to become far less painful. This Tuesday Techcrunch’s Sarah Perez summarized the new Apple Podcasts Delegated Delivery system in a rundown of Apple’s new announcements. Quoting the article: “Starting this fall, a select number of hosting providers will support the Delegated Delivery system, including Acast, ART19, Blubrry, Buzzsprout, Libsyn, Omny Studio and RSS.com. Apple says these providers represent around 80% of listening for premium content on Apple Podcasts, and more services will be added over time.” Additionally: “The feature will be available at no additional cost to all creators through Apple Podcasts Connect and creators won’t need a membership to the Apple Podcasts Program to publish their free shows — only to publish premium content.” Prior to the introduction of the delegated delivery offerings, uploading a premium file to Apple for one’s monthly subscribers was an arduous and time-consuming process. Now the process will be smoother, at least for those on hosting platforms included in Apple’s rollout. On Twitter, Ashley Carman noted the divide possibly forming between providers when comparing who supports the new Apple feature and who is partnered with Spotify’s similar premium service. The tweet read: “Spotify works with third parties to support its subscription offering, too. The only overlap is Acast, at least according to the initial partner list. [I’m] curious if this means there's now additional stratification in [the] podcast world: team Spotify or team Apple.” In what is pleasantly becoming a weekly segment on The Download, we bring news of podcasting flourishing on a global scale. Last month Podfest Africa published the 79 page report titled “Discovery Tour, Data Edition: Mapping out the present & future of African audio storytelling.” The study is built off research collected in part with in-depth interviews with podcast producers and industry stakeholders, reviewing existing literature on relevant topics, and a survey of 370 podcast listeners across the study’s target areas of Kenya, Nigeria, and South Africa. Unsurprisingly, podcasting seems to be doing well. “These results build on existing evidence of the rapid growth of podcast usage in allt hree countries and the evidence that South Africa, Kenya and Nigeria are the most developed podcasting markets on the African continent.” A quick rundown of some interesting statistics provided: on average over 50% of respondents were women. With all results aggregated the idea podcast episode length across the three represented countries is 30 to 40 minutes. Spotify has a significant advantage over its competitors for distribution in the three countries studied for apps most used to listen to podcasts, clocking in at 35.1%. Apple comes in at a close second with 18.1% of the market share. Google Podcasts, YouTube, Anchor, and Afripods make up the rest of the top contenders. In its key takeaway section, the study makes a point of stressing that their findings suggest - unsurprisingly - audiences want content influenced by local creators and local companies. “A key growth opportunity identified is educating media companies to not rely on Western expertise for guidance on podcast production but instead to generate key insights through research from the African continent.” Continuing the trend of podcast news favoring Tuesdays, for some reason, Alyssa Meyers of Marketing Brew published “Here’s What You Missed at the 2022 IAB Podcast Upfront.” Quoting the article: “If you couldn’t make it last week (or if you were already burnt out from NewFronts), we tuned in and rounded up some of the most important announcements and themes of this year’s event, which positioned pods as ‘mainstream, prominent, and influential.’” Meyer’s reporting condenses a substantial amount of IAB content down to three main points plus a bonus regarding Disney - ever a fan of conglomerating - consolidating podcasting brands under one banner. The three common topics focused on diverse hosts and audiences, statistical dumps in the form of podcast trend reports, and quite a few mentions of brand safety. That last point might perk up the ears of long-time Download listeners, as brand safety is a recurring topic in more places than the IAB UpFront. Even last week’s episode included coverage of a story involving ethics in adtech and its impact on brand safety. This Monday Media Monitors published the results of a listeners survey conducted over two weeks in March, all bundled with the enticing headline “NPR Slips as Smaller Publisher Capitalize.” The findings begin with a ranking of the top ten publishers from the top 200 podcasts for the first quarter of 2022. The iHeartPodcast network comes in first place, followed by Spotify in second with Amazon Music and SiriusXM tied for third. NPR doesn’t place in the top ten publishers. Editor James Cridland adds vital context in Monday’s issue of Podnews: “To suggest that NPR isn’t in the top ten of US podcast publishers is obviously untrue; but helpful narrative for its competitor iHeartMedia. Coincidentally, iHeartMedia owns Media Monitors, a fact not disclosed.” Accountability is key when presenting data like this.Media Monitors analyzed the top 200 podcasts mentioned by respondents in their survey, that conveniently shuffled the deck so their parent company place first while a legacy competitor was shuffled off the list entirely. It was then followed on Tuesday by Edison Research’s Q1 breakdown of US Top Podcast Networks By Reach. Edison’s findings show a fair difference in ranking, with SXM Media coming in first, Spotify in second, and iHeartRadio placing third. NPR rejoins the group and places fourth. In the interest of full disclosure, the following quote from the press release is from Director of Research at Edison Research Gabriel Soto, who is also be co-host of The Download’s Spanish sibling show La Descarga. “Edison Podcast Metrics is the only dataset that covers the entire U.S. podcast space. By surveying listeners and measuring their actual consumption, the data doesn’t depend on opt-ins from networks and isn’t subject to the various issues with counting downloads. These top networks offer a diverse range of shows that appeal broadly to listeners.” Methodology matters. Who owns the ranking company matters. Opt-in will always be incomplete and the techniques used to fill those gaps matter. Another Tuesday article joins the episode with James Hercher’s AdExchanger piece on changing attribution tech and brand reactions. New models of attribution are coming for all of advertising, challenging the incumbent Multi Touch Attribution. Companies like Measured, Triple Whale, and Northbeam are all taking new approaches as old ones fail to deliver. The following quote contains a nested quote from Parachute’s VP of Growth Ian Yung. “One social media platform stuck out as an early win for Measured, according to Yung. Parachute was spending in the low six figures per month on the platform. “And they were obviously giving us reporting that it was very profitable.” Upon closer inspection, Measured found Parachute’s spending on the unnamed platform could be cut to zero and show no impact on sales. An all-too familiar adtech story. Quoting the article again: “Podcast advertising is another category that Parachute rethought once it had a measurement testing regime in place. Podcast attribution often banks on listeners redeeming a particular code, which under-credits the channel. “Podcasting is one [rarer] example where we have to take the reporting and increase what it has on our end to capture the true value,” Yung said.” Companies outside of podcasting are coming into the adtech space, and fast. It just so happens the podcasting industry has been operating steadily without widespread MTA adoption in the first place. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Evo Terra edited today's episode. Special thanks to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
This week on The Download: Premium Podcasting on Apple just got easier, Media Monitors slips up on methodology, and Podfest Africa’s annual study is here. Publishing content to a premium subscription feed on Apple Podcasts is about to become far less painful. This Tuesday Techcrunch’s Sarah Perez summarized the new Apple Podcasts Delegated Delivery system in a rundown of Apple’s new announcements. Quoting the article: “Starting this fall, a select number of hosting providers will support the Delegated Delivery system, including Acast, ART19, Blubrry, Buzzsprout, Libsyn, Omny Studio and RSS.com. Apple says these providers represent around 80% of listening for premium content on Apple Podcasts, and more services will be added over time.” Additionally: “The feature will be available at no additional cost to all creators through Apple Podcasts Connect and creators won’t need a membership to the Apple Podcasts Program to publish their free shows — only to publish premium content.” Prior to the introduction of the delegated delivery offerings, uploading a premium file to Apple for one’s monthly subscribers was an arduous and time-consuming process. Now the process will be smoother, at least for those on hosting platforms included in Apple’s rollout. On Twitter, Ashley Carman noted the divide possibly forming between providers when comparing who supports the new Apple feature and who is partnered with Spotify’s similar premium service. The tweet read: “Spotify works with third parties to support its subscription offering, too. The only overlap is Acast, at least according to the initial partner list. [I’m] curious if this means there's now additional stratification in [the] podcast world: team Spotify or team Apple.” In what is pleasantly becoming a weekly segment on The Download, we bring news of podcasting flourishing on a global scale. Last month Podfest Africa published the 79 page report titled “Discovery Tour, Data Edition: Mapping out the present & future of African audio storytelling.” The study is built off research collected in part with in-depth interviews with podcast producers and industry stakeholders, reviewing existing literature on relevant topics, and a survey of 370 podcast listeners across the study’s target areas of Kenya, Nigeria, and South Africa. Unsurprisingly, podcasting seems to be doing well. “These results build on existing evidence of the rapid growth of podcast usage in allt hree countries and the evidence that South Africa, Kenya and Nigeria are the most developed podcasting markets on the African continent.” A quick rundown of some interesting statistics provided: on average over 50% of respondents were women. With all results aggregated the idea podcast episode length across the three represented countries is 30 to 40 minutes. Spotify has a significant advantage over its competitors for distribution in the three countries studied for apps most used to listen to podcasts, clocking in at 35.1%. Apple comes in at a close second with 18.1% of the market share. Google Podcasts, YouTube, Anchor, and Afripods make up the rest of the top contenders. In its key takeaway section, the study makes a point of stressing that their findings suggest - unsurprisingly - audiences want content influenced by local creators and local companies. “A key growth opportunity identified is educating media companies to not rely on Western expertise for guidance on podcast production but instead to generate key insights through research from the African continent.” Continuing the trend of podcast news favoring Tuesdays, for some reason, Alyssa Meyers of Marketing Brew published “Here’s What You Missed at the 2022 IAB Podcast Upfront.” Quoting the article: “If you couldn’t make it last week (or if you were already burnt out from NewFronts), we tuned in and rounded up some of the most important announcements and themes of this year’s event, which positioned pods as ‘mainstream, prominent, and influential.’” Meyer’s reporting condenses a substantial amount of IAB content down to three main points plus a bonus regarding Disney - ever a fan of conglomerating - consolidating podcasting brands under one banner. The three common topics focused on diverse hosts and audiences, statistical dumps in the form of podcast trend reports, and quite a few mentions of brand safety. That last point might perk up the ears of long-time Download listeners, as brand safety is a recurring topic in more places than the IAB UpFront. Even last week’s episode included coverage of a story involving ethics in adtech and its impact on brand safety. This Monday Media Monitors published the results of a listeners survey conducted over two weeks in March, all bundled with the enticing headline “NPR Slips as Smaller Publisher Capitalize.” The findings begin with a ranking of the top ten publishers from the top 200 podcasts for the first quarter of 2022. The iHeartPodcast network comes in first place, followed by Spotify in second with Amazon Music and SiriusXM tied for third. NPR doesn’t place in the top ten publishers. Editor James Cridland adds vital context in Monday’s issue of Podnews: “To suggest that NPR isn’t in the top ten of US podcast publishers is obviously untrue; but helpful narrative for its competitor iHeartMedia. Coincidentally, iHeartMedia owns Media Monitors, a fact not disclosed.” Accountability is key when presenting data like this.Media Monitors analyzed the top 200 podcasts mentioned by respondents in their survey, that conveniently shuffled the deck so their parent company place first while a legacy competitor was shuffled off the list entirely. It was then followed on Tuesday by Edison Research’s Q1 breakdown of US Top Podcast Networks By Reach. Edison’s findings show a fair difference in ranking, with SXM Media coming in first, Spotify in second, and iHeartRadio placing third. NPR rejoins the group and places fourth. In the interest of full disclosure, the following quote from the press release is from Director of Research at Edison Research Gabriel Soto, who is also be co-host of The Download’s Spanish sibling show La Descarga. “Edison Podcast Metrics is the only dataset that covers the entire U.S. podcast space. By surveying listeners and measuring their actual consumption, the data doesn’t depend on opt-ins from networks and isn’t subject to the various issues with counting downloads. These top networks offer a diverse range of shows that appeal broadly to listeners.” Methodology matters. Who owns the ranking company matters. Opt-in will always be incomplete and the techniques used to fill those gaps matter. Another Tuesday article joins the episode with James Hercher’s AdExchanger piece on changing attribution tech and brand reactions. New models of attribution are coming for all of advertising, challenging the incumbent Multi Touch Attribution. Companies like Measured, Triple Whale, and Northbeam are all taking new approaches as old ones fail to deliver. The following quote contains a nested quote from Parachute’s VP of Growth Ian Yung. “One social media platform stuck out as an early win for Measured, according to Yung. Parachute was spending in the low six figures per month on the platform. “And they were obviously giving us reporting that it was very profitable.” Upon closer inspection, Measured found Parachute’s spending on the unnamed platform could be cut to zero and show no impact on sales. An all-too familiar adtech story. Quoting the article again: “Podcast advertising is another category that Parachute rethought once it had a measurement testing regime in place. Podcast attribution often banks on listeners redeeming a particular code, which under-credits the channel. “Podcasting is one [rarer] example where we have to take the reporting and increase what it has on our end to capture the true value,” Yung said.” Companies outside of podcasting are coming into the adtech space, and fast. It just so happens the podcasting industry has been operating steadily without widespread MTA adoption in the first place. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Evo Terra edited today's episode. Special thanks to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
This week on The Download: Premium Podcasting on Apple just got easier, Media Monitors slips up on methodology, and Podfest Africa's annual study is here. Publishing content to a premium subscription feed on Apple Podcasts is about to become far less painful. This Tuesday Techcrunch's Sarah Perez summarized the new Apple Podcasts Delegated Delivery system in a rundown of Apple's new announcements. Quoting the article: “Starting this fall, a select number of hosting providers will support the Delegated Delivery system, including Acast, ART19, Blubrry, Buzzsprout, Libsyn, Omny Studio and RSS.com. Apple says these providers represent around 80% of listening for premium content on Apple Podcasts, and more services will be added over time.” Additionally: “The feature will be available at no additional cost to all creators through Apple Podcasts Connect and creators won't need a membership to the Apple Podcasts Program to publish their free shows — only to publish premium content.” Prior to the introduction of the delegated delivery offerings, uploading a premium file to Apple for one's monthly subscribers was an arduous and time-consuming process. Now the process will be smoother, at least for those on hosting platforms included in Apple's rollout. On Twitter, Ashley Carman noted the divide possibly forming between providers when comparing who supports the new Apple feature and who is partnered with Spotify's similar premium service. The tweet read: “Spotify works with third parties to support its subscription offering, too. The only overlap is Acast, at least according to the initial partner list. [I'm] curious if this means there's now additional stratification in [the] podcast world: team Spotify or team Apple.” In what is pleasantly becoming a weekly segment on The Download, we bring news of podcasting flourishing on a global scale. Last month Podfest Africa published the 79 page report titled “Discovery Tour, Data Edition: Mapping out the present & future of African audio storytelling.” The study is built off research collected in part with in-depth interviews with podcast producers and industry stakeholders, reviewing existing literature on relevant topics, and a survey of 370 podcast listeners across the study's target areas of Kenya, Nigeria, and South Africa. Unsurprisingly, podcasting seems to be doing well. “These results build on existing evidence of the rapid growth of podcast usage in allt hree countries and the evidence that South Africa, Kenya and Nigeria are the most developed podcasting markets on the African continent.” A quick rundown of some interesting statistics provided: on average over 50% of respondents were women. With all results aggregated the idea podcast episode length across the three represented countries is 30 to 40 minutes. Spotify has a significant advantage over its competitors for distribution in the three countries studied for apps most used to listen to podcasts, clocking in at 35.1%. Apple comes in at a close second with 18.1% of the market share. Google Podcasts, YouTube, Anchor, and Afripods make up the rest of the top contenders. In its key takeaway section, the study makes a point of stressing that their findings suggest - unsurprisingly - audiences want content influenced by local creators and local companies. “A key growth opportunity identified is educating media companies to not rely on Western expertise for guidance on podcast production but instead to generate key insights through research from the African continent.” Continuing the trend of podcast news favoring Tuesdays, for some reason, Alyssa Meyers of Marketing Brew published “Here's What You Missed at the 2022 IAB Podcast Upfront.” Quoting the article: “If you couldn't make it last week (or if you were already burnt out from NewFronts), we tuned in and rounded up some of the most important announcements and themes of this year's event, which positioned pods as ‘mainstream, prominent, and influential.'” Meyer's reporting condenses a substantial amount of IAB content down to three main points plus a bonus regarding Disney - ever a fan of conglomerating - consolidating podcasting brands under one banner. The three common topics focused on diverse hosts and audiences, statistical dumps in the form of podcast trend reports, and quite a few mentions of brand safety. That last point might perk up the ears of long-time Download listeners, as brand safety is a recurring topic in more places than the IAB UpFront. Even last week's episode included coverage of a story involving ethics in adtech and its impact on brand safety. This Monday Media Monitors published the results of a listeners survey conducted over two weeks in March, all bundled with the enticing headline “NPR Slips as Smaller Publisher Capitalize.” The findings begin with a ranking of the top ten publishers from the top 200 podcasts for the first quarter of 2022. The iHeartPodcast network comes in first place, followed by Spotify in second with Amazon Music and SiriusXM tied for third. NPR doesn't place in the top ten publishers. Editor James Cridland adds vital context in Monday's issue of Podnews: “To suggest that NPR isn't in the top ten of US podcast publishers is obviously untrue; but helpful narrative for its competitor iHeartMedia. Coincidentally, iHeartMedia owns Media Monitors, a fact not disclosed.” Accountability is key when presenting data like this.Media Monitors analyzed the top 200 podcasts mentioned by respondents in their survey, that conveniently shuffled the deck so their parent company place first while a legacy competitor was shuffled off the list entirely. It was then followed on Tuesday by Edison Research's Q1 breakdown of US Top Podcast Networks By Reach. Edison's findings show a fair difference in ranking, with SXM Media coming in first, Spotify in second, and iHeartRadio placing third. NPR rejoins the group and places fourth. In the interest of full disclosure, the following quote from the press release is from Director of Research at Edison Research Gabriel Soto, who is also be co-host of The Download's Spanish sibling show La Descarga. “Edison Podcast Metrics is the only dataset that covers the entire U.S. podcast space. By surveying listeners and measuring their actual consumption, the data doesn't depend on opt-ins from networks and isn't subject to the various issues with counting downloads. These top networks offer a diverse range of shows that appeal broadly to listeners.” Methodology matters. Who owns the ranking company matters. Opt-in will always be incomplete and the techniques used to fill those gaps matter. Another Tuesday article joins the episode with James Hercher's AdExchanger piece on changing attribution tech and brand reactions. New models of attribution are coming for all of advertising, challenging the incumbent Multi Touch Attribution. Companies like Measured, Triple Whale, and Northbeam are all taking new approaches as old ones fail to deliver. The following quote contains a nested quote from Parachute's VP of Growth Ian Yung. “One social media platform stuck out as an early win for Measured, according to Yung. Parachute was spending in the low six figures per month on the platform. “And they were obviously giving us reporting that it was very profitable.” Upon closer inspection, Measured found Parachute's spending on the unnamed platform could be cut to zero and show no impact on sales. An all-too familiar adtech story. Quoting the article again: “Podcast advertising is another category that Parachute rethought once it had a measurement testing regime in place. Podcast attribution often banks on listeners redeeming a particular code, which under-credits the channel. “Podcasting is one [rarer] example where we have to take the reporting and increase what it has on our end to capture the true value,” Yung said.” Companies outside of podcasting are coming into the adtech space, and fast. It just so happens the podcasting industry has been operating steadily without widespread MTA adoption in the first place. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Evo Terra edited today's episode. Special thanks to our media host, Omny Studio. See omnystudio.com/listener for privacy information.
Today on The Download; data scraping is officially legal, recent Spotify purchases prove concerning for some, and what fiction podcasters can learn from their non-fiction cousins. Collecting data just got legally less questionable in the United States. On a Tuesday news roundup for ExchangeWire, Hanna Dillion covered a huge decision by the US court of appeals. The suit, brought by LinkedIn to prevent a rival company from scraping their publicly-available data, has ended with the Ninth Circuit of Appeals declaring the act of data scraping legal. The act of scraping - using software to automatically collect data hosted on the public internet - is now legally defined as an act that is not classified as hacking with the court’s decision. Scraping, thus, does not violate the Computer Fraud and Abuse Act of 1986. The landmark ruling should come as a relief to academics, journalists, researchers, and archivists, for whom scraping publicly available information from the internet is an integral part of their day-to-day work. The decision, however, could also renew privacy and security concerns, as web scraping has been used for nefarious purposes in the past; in May 2021, several tech giants filed lawsuits against Clearview AI, a facial recognition startup which claimed to have scraped billions of social media profile photos, without the consent of users. What does this mean for the podcasting world? One can legally scrape data, but what they do with it remains a legally gray area. Scraping publicly-available RSS feeds for academic purposes is fine. Scraping those same feeds for email addresses with intent to spam anyone who isn’t using a certain company’s hosting service with offers to switch to said service is subject to other pre-existing laws. For more on the state of data scraping, see our March 11th episode coverage of a story about a similar lawsuit. Up next, in yet another recurring thread that has resurfaced: last Friday a Morning Brew article by Alyssa Meyers went live, titled “Spotify’s acquisition of podcast analytics firms has some in the industry concerned.” The piece acts as an industry reaction to the February acquisition of Podsights and Chartable (see The Download’s February 18th episode for our coverage at the moment). In the interest of full disclosure, we must note one of the industry voices quoted by Meyers is Sound Profitable’s own Bryan Barletta. The week after Spotify announced the acquisitions, Mike Kadin, CEO of podcast hosting and monetization platform RedCircle, told Marketing Brew it “had folks reach out to us from major publishers and ask if we have attribution technology. I’m not super worried about it, but it does sadden me to see more chunks of the ecosystem getting centralized.” It’s no secret the official position of The Download is pro-third party analytics to keep the industry honest and prevent further walled gardens of information in adtech. The concerns continue to be real and the industry will continue to fret until more options exist. Once again we return to highlighting the global nature of podcasting outside of English-speaking markets. On Saturday Luis Pablo Segundo, writing for Milenio, broke down the results of a recent study. The flashiest piece for our audience is the reveal that ad spending on podcasts in Mexico has risen fifty percent from 2019 to 2021, though it still represents a small market share in comparison to traditional radio. Traditional radio is expected to reach an advertising revenue by 2025 of $480 million, 10.6 percent higher than what was recorded in 2021, while podcasting will remain almost 11 times lower at $44 million, according to consulting firm PwC. A quick note for our Spanish-speaking audience: this story, as well as every other story covered each week, is covered in our Spanish sister podcast La Descarga! Hosted by myself and Gabriel Soto. Before we leave the realm of global podcasting growth, a small bit of news from Canada. eMarketer’s Paul Briggs shared last Monday data predicting almost two-thirds of the Canadian population will listen to some form of digital audio by the end of 2022. Last Thursday media critic and podcast producer Wil Williams guested on the Hot Pod newsletter with a column titled “What fiction podcasters can learn from nonfiction podcasters.” Their piece aims to provide fiction podcast producers, aspiring and existing alike, tools to build stories with techniques that are second nature to their nonfiction cousins. Over three sections Williams explores story flow, following a thesis, evocative sound design while providing three examples of existing podcasts that best embody these traits. But while fiction is finally getting its due, nonfiction is still considered the primary mode of storytelling in podcasting. This can cause some understandable contempt from fiction creators, but there's creative gold to be found in nonfiction. If you want your stories to have realistic goals, realistic sounds, and realistic characters, listening to real stories about real people can help you find those roots. Their piece heaps praise on high-quality nonfiction podcasts while also identifying what they do to be high quality. Podcasting needs more successful shows made by well-read producers. Williams effectively provides an entry-level reading list covering everything from a critically-acclaimed episode of Radiolab to the pilot of the hyper-niche podcast The McElroy Brothers Will Be in Trolls 2. Consider their nine to be an extended version of The Download’s occasional suggested reading sections. Knowing why and how podcasts work is the key to making more podcasts that work. For our final full story this week: Matt Deegan’s recent article “Tech Trying to Do Radio & Consistency.” Posted on Wednesday to his Matt on Audio newsletter, Deegan circles back to the topic of live audio and interrogates why the trend has swiftly fallen out of public favor despite multiple platforms. A consistent trend Deegan notes, similar to that of Facebook quietly abandoning podcasting endeavors, is a lack of follow-through and consistency. The vast majority of radio’s success comes from consistency and I’d argue that most successful podcasts are consistent too. If you take out the short-run documentary series, the vast majority of podcasts at the top of the Apple Podcast charts are long-running shows (and that’s with an algorithm that focuses on new). Meanwhile, the majority of flagship podcasts and content creators meant to push new services, such as Spotify’s forgotten Podcasts with Music feature, have faded away months after launch. Flashy tech does not make a successful long-standing platform. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Today on The Download; data scraping is officially legal, recent Spotify purchases prove concerning for some, and what fiction podcasters can learn from their non-fiction cousins. Collecting data just got legally less questionable in the United States. On a Tuesday news roundup for ExchangeWire, Hanna Dillion covered a huge decision by the US court of appeals. The suit, brought by LinkedIn to prevent a rival company from scraping their publicly-available data, has ended with the Ninth Circuit of Appeals declaring the act of data scraping legal. The act of scraping - using software to automatically collect data hosted on the public internet - is now legally defined as an act that is not classified as hacking with the court’s decision. Scraping, thus, does not violate the Computer Fraud and Abuse Act of 1986. The landmark ruling should come as a relief to academics, journalists, researchers, and archivists, for whom scraping publicly available information from the internet is an integral part of their day-to-day work. The decision, however, could also renew privacy and security concerns, as web scraping has been used for nefarious purposes in the past; in May 2021, several tech giants filed lawsuits against Clearview AI, a facial recognition startup which claimed to have scraped billions of social media profile photos, without the consent of users. What does this mean for the podcasting world? One can legally scrape data, but what they do with it remains a legally gray area. Scraping publicly-available RSS feeds for academic purposes is fine. Scraping those same feeds for email addresses with intent to spam anyone who isn’t using a certain company’s hosting service with offers to switch to said service is subject to other pre-existing laws. For more on the state of data scraping, see our March 11th episode coverage of a story about a similar lawsuit. Up next, in yet another recurring thread that has resurfaced: last Friday a Morning Brew article by Alyssa Meyers went live, titled “Spotify’s acquisition of podcast analytics firms has some in the industry concerned.” The piece acts as an industry reaction to the February acquisition of Podsights and Chartable (see The Download’s February 18th episode for our coverage at the moment). In the interest of full disclosure, we must note one of the industry voices quoted by Meyers is Sound Profitable’s own Bryan Barletta. The week after Spotify announced the acquisitions, Mike Kadin, CEO of podcast hosting and monetization platform RedCircle, told Marketing Brew it “had folks reach out to us from major publishers and ask if we have attribution technology. I’m not super worried about it, but it does sadden me to see more chunks of the ecosystem getting centralized.” It’s no secret the official position of The Download is pro-third party analytics to keep the industry honest and prevent further walled gardens of information in adtech. The concerns continue to be real and the industry will continue to fret until more options exist. Once again we return to highlighting the global nature of podcasting outside of English-speaking markets. On Saturday Luis Pablo Segundo, writing for Milenio, broke down the results of a recent study. The flashiest piece for our audience is the reveal that ad spending on podcasts in Mexico has risen fifty percent from 2019 to 2021, though it still represents a small market share in comparison to traditional radio. Traditional radio is expected to reach an advertising revenue by 2025 of $480 million, 10.6 percent higher than what was recorded in 2021, while podcasting will remain almost 11 times lower at $44 million, according to consulting firm PwC. A quick note for our Spanish-speaking audience: this story, as well as every other story covered each week, is covered in our Spanish sister podcast La Descarga! Hosted by myself and Gabriel Soto. Before we leave the realm of global podcasting growth, a small bit of news from Canada. eMarketer’s Paul Briggs shared last Monday data predicting almost two-thirds of the Canadian population will listen to some form of digital audio by the end of 2022. Last Thursday media critic and podcast producer Wil Williams guested on the Hot Pod newsletter with a column titled “What fiction podcasters can learn from nonfiction podcasters.” Their piece aims to provide fiction podcast producers, aspiring and existing alike, tools to build stories with techniques that are second nature to their nonfiction cousins. Over three sections Williams explores story flow, following a thesis, evocative sound design while providing three examples of existing podcasts that best embody these traits. But while fiction is finally getting its due, nonfiction is still considered the primary mode of storytelling in podcasting. This can cause some understandable contempt from fiction creators, but there's creative gold to be found in nonfiction. If you want your stories to have realistic goals, realistic sounds, and realistic characters, listening to real stories about real people can help you find those roots. Their piece heaps praise on high-quality nonfiction podcasts while also identifying what they do to be high quality. Podcasting needs more successful shows made by well-read producers. Williams effectively provides an entry-level reading list covering everything from a critically-acclaimed episode of Radiolab to the pilot of the hyper-niche podcast The McElroy Brothers Will Be in Trolls 2. Consider their nine to be an extended version of The Download’s occasional suggested reading sections. Knowing why and how podcasts work is the key to making more podcasts that work. For our final full story this week: Matt Deegan’s recent article “Tech Trying to Do Radio & Consistency.” Posted on Wednesday to his Matt on Audio newsletter, Deegan circles back to the topic of live audio and interrogates why the trend has swiftly fallen out of public favor despite multiple platforms. A consistent trend Deegan notes, similar to that of Facebook quietly abandoning podcasting endeavors, is a lack of follow-through and consistency. The vast majority of radio’s success comes from consistency and I’d argue that most successful podcasts are consistent too. If you take out the short-run documentary series, the vast majority of podcasts at the top of the Apple Podcast charts are long-running shows (and that’s with an algorithm that focuses on new). Meanwhile, the majority of flagship podcasts and content creators meant to push new services, such as Spotify’s forgotten Podcasts with Music feature, have faded away months after launch. Flashy tech does not make a successful long-standing platform. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Today on The Download; data scraping is officially legal, recent Spotify purchases prove concerning for some, and what fiction podcasters can learn from their non-fiction cousins. Collecting data just got legally less questionable in the United States. On a Tuesday news roundup for ExchangeWire, Hanna Dillion covered a huge decision by the US court of appeals. The suit, brought by LinkedIn to prevent a rival company from scraping their publicly-available data, has ended with the Ninth Circuit of Appeals declaring the act of data scraping legal. The act of scraping - using software to automatically collect data hosted on the public internet - is now legally defined as an act that is not classified as hacking with the court's decision. Scraping, thus, does not violate the Computer Fraud and Abuse Act of 1986. The landmark ruling should come as a relief to academics, journalists, researchers, and archivists, for whom scraping publicly available information from the internet is an integral part of their day-to-day work. The decision, however, could also renew privacy and security concerns, as web scraping has been used for nefarious purposes in the past; in May 2021, several tech giants filed lawsuits against Clearview AI, a facial recognition startup which claimed to have scraped billions of social media profile photos, without the consent of users. What does this mean for the podcasting world? One can legally scrape data, but what they do with it remains a legally gray area. Scraping publicly-available RSS feeds for academic purposes is fine. Scraping those same feeds for email addresses with intent to spam anyone who isn't using a certain company's hosting service with offers to switch to said service is subject to other pre-existing laws. For more on the state of data scraping, see our March 11th episode coverage of a story about a similar lawsuit. Up next, in yet another recurring thread that has resurfaced: last Friday a Morning Brew article by Alyssa Meyers went live, titled “Spotify's acquisition of podcast analytics firms has some in the industry concerned.” The piece acts as an industry reaction to the February acquisition of Podsights and Chartable (see The Download's February 18th episode for our coverage at the moment). In the interest of full disclosure, we must note one of the industry voices quoted by Meyers is Sound Profitable's own Bryan Barletta. The week after Spotify announced the acquisitions, Mike Kadin, CEO of podcast hosting and monetization platform RedCircle, told Marketing Brew it “had folks reach out to us from major publishers and ask if we have attribution technology. I'm not super worried about it, but it does sadden me to see more chunks of the ecosystem getting centralized.” It's no secret the official position of The Download is pro-third party analytics to keep the industry honest and prevent further walled gardens of information in adtech. The concerns continue to be real and the industry will continue to fret until more options exist. Once again we return to highlighting the global nature of podcasting outside of English-speaking markets. On Saturday Luis Pablo Segundo, writing for Milenio, broke down the results of a recent study. The flashiest piece for our audience is the reveal that ad spending on podcasts in Mexico has risen fifty percent from 2019 to 2021, though it still represents a small market share in comparison to traditional radio. Traditional radio is expected to reach an advertising revenue by 2025 of $480 million, 10.6 percent higher than what was recorded in 2021, while podcasting will remain almost 11 times lower at $44 million, according to consulting firm PwC. A quick note for our Spanish-speaking audience: this story, as well as every other story covered each week, is covered in our Spanish sister podcast La Descarga! Hosted by myself and Gabriel Soto. Before we leave the realm of global podcasting growth, a small bit of news from Canada. eMarketer's Paul Briggs shared last Monday data predicting almost two-thirds of the Canadian population will listen to some form of digital audio by the end of 2022. Last Thursday media critic and podcast producer Wil Williams guested on the Hot Pod newsletter with a column titled “What fiction podcasters can learn from nonfiction podcasters.” Their piece aims to provide fiction podcast producers, aspiring and existing alike, tools to build stories with techniques that are second nature to their nonfiction cousins. Over three sections Williams explores story flow, following a thesis, evocative sound design while providing three examples of existing podcasts that best embody these traits. But while fiction is finally getting its due, nonfiction is still considered the primary mode of storytelling in podcasting. This can cause some understandable contempt from fiction creators, but there's creative gold to be found in nonfiction. If you want your stories to have realistic goals, realistic sounds, and realistic characters, listening to real stories about real people can help you find those roots. Their piece heaps praise on high-quality nonfiction podcasts while also identifying what they do to be high quality. Podcasting needs more successful shows made by well-read producers. Williams effectively provides an entry-level reading list covering everything from a critically-acclaimed episode of Radiolab to the pilot of the hyper-niche podcast The McElroy Brothers Will Be in Trolls 2. Consider their nine to be an extended version of The Download's occasional suggested reading sections. Knowing why and how podcasts work is the key to making more podcasts that work. For our final full story this week: Matt Deegan's recent article “Tech Trying to Do Radio & Consistency.” Posted on Wednesday to his Matt on Audio newsletter, Deegan circles back to the topic of live audio and interrogates why the trend has swiftly fallen out of public favor despite multiple platforms. A consistent trend Deegan notes, similar to that of Facebook quietly abandoning podcasting endeavors, is a lack of follow-through and consistency. The vast majority of radio's success comes from consistency and I'd argue that most successful podcasts are consistent too. If you take out the short-run documentary series, the vast majority of podcasts at the top of the Apple Podcast charts are long-running shows (and that's with an algorithm that focuses on new). Meanwhile, the majority of flagship podcasts and content creators meant to push new services, such as Spotify's forgotten Podcasts with Music feature, have faded away months after launch. Flashy tech does not make a successful long-standing platform. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio. See omnystudio.com/listener for privacy information.
Hoy: el raspado de datos se declara legal, aumenta la inversión en publicidad de podcasts en México, y las compras recientes por Spotify resultan preocupantes para algunos. La recopilación de datos ahora es legalmente menos cuestionable en los Estados Unidos. En un resumen de noticias del martes en ExchangeWire, Hanna Dillion cubrió una gran decisión de la corte de apelaciones de los Estados Unidos. La demanda fue presentada por la empresa de red social LinkedIn para evitar que una empresa rival raspe sus datos que son disponibles públicamente. El caso terminó cuando el Noveno Circuito de Apelaciones declaró legal el acto de raspado de datos. El raspado, o scraping en inglés, es el uso de software para recopilar automáticamente datos alojados en el internet, y ahora se define legalmente como un acto que no está clasificado como piratería. Scraping, por lo tanto, no viola la Ley de Abuso y Fraude Informático de 1986. Citando a Hanna Dillion, "La resolución histórica debería ser un alivio para académicos, periodistas, investigadores y archivistas, y ellos quienes extraen información disponible públicamente en la internet como una parte integral de su trabajo diario.” Dillion continua y dice, “Sin embargo, la decisión también podría resucitar las preocupaciones sobre privacidad y seguridad, ya que el raspado de internet se ha utilizado con malas intenciones en el pasado; en mayo del 2021, varios gigantes tecnológicos presentaron demandas contra Clearview AI, una nueva empresa de reconocimiento facial que afirmó haber extraído miles de millones de fotos de perfil en redes sociales, sin el consentimiento de los usuarios”. ¿Qué significa esto para el mundo del podcasting? Uno puede raspar datos legalmente, pero lo que hacen con esos datos sigue siendo un área legalmente confusa. Extraer fuentes RSS disponibles públicamente con fines académicos está bien. El raspado de esas fuentes para direcciones de correo electrónico con la intención de enviar solicitaciones está sujeto a otras leyes preexistentes. Para obtener más información sobre el estado del raspado de datos, consulte nuestro episodio del 11 de marzo para escuchar una historia sobre una demanda similar. El tema recurrente sobre la medición de terceras partes ha resurgido: el viernes pasado Alyssa Meyers publicó un artículo en Morning Brew, titulado “Spotify’s acquisition of podcast analytics firms has some in the industry concerned”. Es decir, La adquisición de empresas de análisis de podcasts por parte de Spotify tiene a algunos en la industria preocupados". La publicación captura la reacción de la industria a la adquisición de Podsights y Chartable por Spotify en febrero. Meyers dice, “La semana después de que Spotify anunciara las adquisiciones, Mike Kadin, director ejecutivo de la plataforma de monetización y alojamiento de podcasts RedCircle, le dijo a Marketing Brew que “la gente de los principales editores se comunicó con [su empresa] y [les] preguntó si [tenían] tecnología de atribución.” Citando a Meyers, “no estoy muy preocupado por eso, pero me pongo triste ver que se centralizan más partes del ecosistema [de podcasts]”. No es ningún secreto que la posición oficial de nuestro equipo en la descarga está a favor de los análisis de terceros para mantener la industria honesta y evitar más jardines de información amurallados en la tecnología de publicidad. Las preocupaciones siguen siendo reales y la industria seguirá inquieta hasta que existan más opciones. Recomendamos que revise el artículo completo de Morning Brew, una de las personas citadas por Meyers es nuestro productor Bryan Barletta de Sounds Profitable. Como en nuestro episodio de la semana pasada, volvemos a destacar el entorno global del podcasting fuera de los mercados de habla inglesa. El sábado, Luis Pablo Segundo, en el periódico Milenio, nos informó sobre los resultados de un estudio reciente. La parte que llama la atención de nuestros oyentes es la revelación de que la inversión publicitaria en podcasts en México ha aumentado un cincuenta por ciento del 2019 al 2021, aunque todavía representa una pequeña participación de mercado en comparación con la radio tradicional. En palabras del artículo, “Se prevé que la radio tradicional alcance un ingreso de publicidad para el 2025 de 480 millones de dólares, 10.6 por ciento mayor a lo registrado en el 2021, y el podcast se mantendrá casi 11 veces por debajo de esta cifra que será de 44 millones de dólares, según la consultora PwC.” Antes de dejar el tema del crecimiento global de podcasts, también hay noticias de la Canadá. Paul Briggs de eMarketer compartió el lunes pasado datos que predicen que casi dos tercios de la población canadiense escuchará algún tipo de audio digital para fines de 2022. Gabe: El jueves pasado, el crítico de medios y productor de podcasts Wil Williams apareció como invitado en el boletín Hot Pod con una publicación titulada, “What fiction podcasters can learn from nonfiction podcasters,” o sea "Qué pueden aprender los podcasters de ficción de los podcasters de no ficción". Su artículo proporciona a los productores de podcasts de ficción herramientas para construir historias con técnicas que son una segunda naturaleza para sus primos creadores de podcasts no ficción. Con tres secciones, Williams explora el flujo de una historia, como seguir una tesis, y diseño de sonido evocador. Todo mientras muestra tres ejemplos de podcasts existentes que mejor encarnan estas características. Citando a Williams, “Pero aunque la ficción finalmente está recibiendo su merecido, la no ficción aún se considera el modo principal de narración de historias en los podcasts. Esto puede causar cierto desprecio comprensible por parte de los creadores de ficción, pero existe oro creativo en la no ficción que está por descubrir. Si uno desea que sus historias tengan objetivos realistas, sonidos realistas y personajes realistas, escuchar historias reales sobre personas reales puede ayudar a uno encontrar esas raíces”. Su publicación muestra admiración por los podcasts de no ficción en alta calidad y a la vez identifica lo que hacen para ser de alta calidad. El podcasting necesita programas más exitosos hechos por productores cultos. Williams proporciona efectivamente una lista de lectura de nivel de entrada que cubre todo, desde un episodio de Radiolab aclamado por la crítica, hasta el piloto del podcast muy nicho llamado The McElroy Brothers Will Be in Trolls 2. Saber por qué y cómo funcionan los podcasts es la clave para hacer más podcasts que funcionan. Manuela: Nuestra última historia de esta semana viene de una publicación titulada: "Tech Trying to Do Radio & Consistency" de Matt Deegan. O en español, “Tecnología tratando de hacer radio y consistencia.” Publicado el miércoles en su boletín informativo Matt on Audio, Deegan vuelve al tema del audio en vivo y pregunta por qué la tendencia se ha perdido rápidamente la atención del público a pesar de las múltiples plataformas. Un tema recurrente y constante que destaca Deegan, similar al abandono de esfuerzos de podcasting por Facebook, es la falta de entrega y consistencia. Citando a Deegan, “La gran mayoría del éxito de la radio proviene de la consistencia y diría que los podcasts más exitosos también son constantes. Si uno elimina las series documentales a corto plazo, la gran mayoría de los podcasts superiores en las listas de Apple Podcasts son programas a largo plazo (a pesar que Apple utiliza un algoritmo que se enfoca en lo nuevo)”. Mientras tanto, la mayoría de los creadores de contenido y podcasts hechos con intención de impulsar nuevos servicios se han desvanecido meses después del lanzamiento. La tecnología ostenta no es una plataforma exitosa de larga duración. La Descarga es una producción de Sounds Profitable. El episodio de hoy fue presentado por Manuela Bedoya y Gabriel Soto, y escrito por Gavin Gaddis. Bryan Barletta y Evo Terra son los productores ejecutivos de La Descarga de Sounds Profitable. Un agradecimiento especial a Ian Powell por su majestuosa ingeniería de audio, y a Omny Studio por alojar La Descarga.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Edge of the Web - An SEO Podcast for Today's Digital Marketer
THE Barry Schwartz joins the EDGE team and kicks Mordy out of his seat this week to cover the digital marketing news that is happening. Covering Search Engine Roundtable (of course), Search Engine Land and Marketing Brew news, Barry unveils his true intentions. Check out our Twitter Poll to find out! Lastly, explore with us our first “Barry Moment” here on the show. [00:05:52] Google rolling out conversion migration tool for Google Analytics 4 [00:11:17] EDGE of the Web Title Sponsor: Site Strategics [00:11:43] U.S. search ad revenue grew 33% to $78 billion last year [00:17:09] EDGE of the Web Sponsor: edgeofthewebradio.com/inlinks [00:18:16] Spotify's acquisition of podcast analytics firms has some in the industry concerned [00:23:50] Our Barry Moment [00:24:20] Highly cited labels in Google search [00:25:34] Trusted Store Badges [00:27:47] Google has done over 800,000 tests last year on Google Search Alone [00:31:22] This Week's Poll #StandwithUkraine edgeofthewebradio.com/ukraine
If you look back at the history of our newsletter, The Influencer, you'll oftentimes find articles and insights sourced from Morning Brew. Morning Brew is many things we want The Influencer to be; a witty, to-the-point, take on media trends. You owe it to yourself to subscribe to Morning Brew, the self-proclaimed “world's wittiest business insights newsletter” and its sister newsletter, Marketing Brew. It's with “stan” admiration that we're elated to have Morning Brew's Jason Schulweis as a guest on the Media Roundtable.
Today on The Download from Sound Profitable; Beer gets into video podcast advertising, kids podcast business is booming, and an appeal to private marketplace deals over FAANG, and more. Production company Crooked Media has kicked off a campaign incorporating a purely visual sponsorship into Offline with Jon Favreau, and it’s from a sector not frequently seen in podcasting. Morning Brew’s Alyssa Meyers covered the story last Friday, shining light on a YouTube-focused partnership between Crooked Media and Blue Moon beer, a subsidiary of Molson Coors. “For Blue Moon, Crooked agreed to add title cards that say ‘presented by Blue Moon,’ along with the brand’s logo, to the start of each Offline YouTube episode, Crooked Media VP of commercial marketing and creative strategy Joel Fowler told Marketing Brew.” In addition to the title card and host-read ads in each video, Blue Moon will also buy YouTube ad space specifically on Crooked Media’s YouTube channel. Joel Fowler told Marketing Brew Blue Moon is the first “bigger blue-chip brands that you’re seeing come into the podcast space.” Fowler foresees more Fortune 500 companies embracing multi-media podcast ad campaigns in the near future. Disinformation detection company NewsGuard is looking to provide brand safety by uprooting disinformation in podcasts. According to reporting by MediaPosts’ Joe Mandese: “NewsGuard is said to be in talks with at least three of the ad industry’s big holding companies to fund the new podcast rating service, and would reap a six-month exclusive window as part of the deal.” Mandese connects a renewed industry interest in new brand safety tools for podcasts to the latest controversy surrounding the resurgence of COVID-19 disinformation on Spotify’s The Joe Rogan Experience. NewsGuard aims to provide a personal touch with physical human analysts to employ prior knowledge and context to determine a podcast’s veracity, building lists of safe or problem podcasts as time goes on. While initially NewsGuard’s attempt to adapt their blog fact-checkers for podcasting sounds noble, it raises some eyebrows. It’s a proprietary tool that’ll have six-month exclusivity for the anonymous holding companies funding the project. Their chosen hands-on approach also isn’t scaleable like other solutions currently in production, like that offered by Barometer. Unlike NewsGuard, Barometer is using the publicly-auditable GARM framework and isn’t focusing on exclusivity with a particular investor. It is *The Download’*s opinion that the brand safety problem needs not be solved with proprietary solutions, but with accessible and easily-replicated frameworks. Once again J. Clara Chan over at Hollywood Reporter has some fun developments in the podcasting world. Published last Tuesday, Chan’s The Booming Business of Kids’ Podcasting gives a rundown of the big-name attention kids podcasts are getting. “Podcasts in the kids and family category have seen a 20 percent increase in listenership since 2019, according to NPR and Edison Research’s 2021 Spoken Word Audio Report. Podcast adaptations of hit children’s shows are proliferating, while, conversely, film and TV studios are becoming involved earlier than ever to snap up podcast IP catered toward kids.” That 20% number is likely quite low, as discussed in Lindsay Patterson’s Medium blog on how the Kids & Family category needs an overhaul. Regardless of where the number’s at, it’s good enough to get some big movers interested in kids’ podcasting content. Spotify has produced a podcast spinoff of the viral hit toddler sensory videos CoComelon. GBH Kids is producing an adaptation to continue the recently-retired PBS Kids series Arthur. On the opposite side of the equation Warner Brothers is optioning the TV rights from Gen-Z Media’s unreleased podcast 20 Million Views. According to Ben Strouse, CEO of Gen-Z media while speaking to Hollywood Reporter: “Everyone’s looking for great IP, especially great family IP, which is what we’re counting on.” As YouTube, television, and every other form of media has discovered: making content to entertain kids is profitable. Now podcasting just has to thread the tricky needle of advertising to younger audiences with legislation like the Children’s Online Privacy Protection Act severely limiting traditional advertising practices. On Wednesday Michael Korsunsky published the incredibly thorough op-ed “How Publishers Can Lessen Their Dependence on FAANG” in a Wednesday op-ed for Adweek. Korsunsky opens with a quick recap of the alleged handshake deal in which Google offered Facebook perks like lower digital ad fees in exchange for Facebook’s support of Google’s Open Bidding program. News that gives the appearance the F and the G of FAANG are colluding. For those not looking at the transcript: FAANG is an initialism of the five biggest players in tech consisting of Facebook, Amazon, Apple, Netflix, and Google. Well, technically with Google becoming an Alphabet company the last letter should be A, but FAANA doesn’t have the same flair. Quirky names aside, Korsunsky’s not happy. “[T]he news is a betrayal of publishers’ trust and highlights yet again the overdominance of the walled garden; it should therefore be treated as a bellwether moment for all digital marketers.” Korsunsky thinks its high time to kick shadowy open marketplaces to the curb and embrace transparent, more direct transactions on private marketplaces. For more background on the perils of open-market programmatic, check out Michael Bürgi’s Digiday piece “Open-market video programmatic is rife with fraud, say buyers, further complicating an already-difficult marketplace.” What does this mean for podcasting? As an industry it’s best poised to expand with programmatic through private marketplaces, providing more transparency and better relationships than open marketplaces. If advertisers get on board with finding this solution more preferable outside of podcasting, it will likely bleed over to increased programmatic sales in podcasting Once again we bring shocking news posted to Twitter. On Monday Digital Content Next CEO Jason Kint posted a Twitter thread analyzing developments in a sizable privacy lawsuit against Google in Northern California courts. The court order calls for Ernst & Young, Google’s independent auditor, to immediately relinquish all files relevant to the suit. Google is also ordered to show cause as to why they should not be sanctioned in light of new information suggesting Google allegedly ordered Ernst & Young to withhold over six thousand sensitive documents relevant to the case. “It’s a bad look for E&Y to be playing this way for Google considering they perform much of the auditing across the advertising industry.” In addition to the advertising industry implications, Ernst & Young is one of the primary auditing firms for certifications, like those through IAB. Continuing The Download’s tendency to experiment and grow, we’ve got two new segments that don’t quite have names just yet. We’re working on it. First up, a brief recap of podcast company funding rounds of note over the last week. On Tuesday Libsyn landed 4.75 million in new equity financing. And as broken in Monday’s Podnews, podcast startup Kaleidoscope secured 3.5 million in funding, as well as a six-show deal with iHeartMedia. For this second and final segment, we want to branch out our occasional honorable mention into a regular highlight of multiple stories we couldn’t fit into today’s episode but are absolutely worth your time to read in full. With that in mind, here are this week’s three must-reads: The Care and Feeding of a Podcast Audience by Tom Webster. Women Podcast Listeners: What We Know Right Now by Caila Litman. Big Tech Always Fails at Doing Radio by Matt Deegan, which might be of special interest to those who remember our coverage of the Amazon AMP app last week. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Today on The Download from Sound Profitable; Beer gets into video podcast advertising, kids podcast business is booming, and an appeal to private marketplace deals over FAANG, and more. Production company Crooked Media has kicked off a campaign incorporating a purely visual sponsorship into Offline with Jon Favreau, and it’s from a sector not frequently seen in podcasting. Morning Brew’s Alyssa Meyers covered the story last Friday, shining light on a YouTube-focused partnership between Crooked Media and Blue Moon beer, a subsidiary of Molson Coors. “For Blue Moon, Crooked agreed to add title cards that say ‘presented by Blue Moon,’ along with the brand’s logo, to the start of each Offline YouTube episode, Crooked Media VP of commercial marketing and creative strategy Joel Fowler told Marketing Brew.” In addition to the title card and host-read ads in each video, Blue Moon will also buy YouTube ad space specifically on Crooked Media’s YouTube channel. Joel Fowler told Marketing Brew Blue Moon is the first “bigger blue-chip brands that you’re seeing come into the podcast space.” Fowler foresees more Fortune 500 companies embracing multi-media podcast ad campaigns in the near future. Disinformation detection company NewsGuard is looking to provide brand safety by uprooting disinformation in podcasts. According to reporting by MediaPosts’ Joe Mandese: “NewsGuard is said to be in talks with at least three of the ad industry’s big holding companies to fund the new podcast rating service, and would reap a six-month exclusive window as part of the deal.” Mandese connects a renewed industry interest in new brand safety tools for podcasts to the latest controversy surrounding the resurgence of COVID-19 disinformation on Spotify’s The Joe Rogan Experience. NewsGuard aims to provide a personal touch with physical human analysts to employ prior knowledge and context to determine a podcast’s veracity, building lists of safe or problem podcasts as time goes on. While initially NewsGuard’s attempt to adapt their blog fact-checkers for podcasting sounds noble, it raises some eyebrows. It’s a proprietary tool that’ll have six-month exclusivity for the anonymous holding companies funding the project. Their chosen hands-on approach also isn’t scaleable like other solutions currently in production, like that offered by Barometer. Unlike NewsGuard, Barometer is using the publicly-auditable GARM framework and isn’t focusing on exclusivity with a particular investor. It is *The Download’*s opinion that the brand safety problem needs not be solved with proprietary solutions, but with accessible and easily-replicated frameworks. Once again J. Clara Chan over at Hollywood Reporter has some fun developments in the podcasting world. Published last Tuesday, Chan’s The Booming Business of Kids’ Podcasting gives a rundown of the big-name attention kids podcasts are getting. “Podcasts in the kids and family category have seen a 20 percent increase in listenership since 2019, according to NPR and Edison Research’s 2021 Spoken Word Audio Report. Podcast adaptations of hit children’s shows are proliferating, while, conversely, film and TV studios are becoming involved earlier than ever to snap up podcast IP catered toward kids.” That 20% number is likely quite low, as discussed in Lindsay Patterson’s Medium blog on how the Kids & Family category needs an overhaul. Regardless of where the number’s at, it’s good enough to get some big movers interested in kids’ podcasting content. Spotify has produced a podcast spinoff of the viral hit toddler sensory videos CoComelon. GBH Kids is producing an adaptation to continue the recently-retired PBS Kids series Arthur. On the opposite side of the equation Warner Brothers is optioning the TV rights from Gen-Z Media’s unreleased podcast 20 Million Views. According to Ben Strouse, CEO of Gen-Z media while speaking to Hollywood Reporter: “Everyone’s looking for great IP, especially great family IP, which is what we’re counting on.” As YouTube, television, and every other form of media has discovered: making content to entertain kids is profitable. Now podcasting just has to thread the tricky needle of advertising to younger audiences with legislation like the Children’s Online Privacy Protection Act severely limiting traditional advertising practices. On Wednesday Michael Korsunsky published the incredibly thorough op-ed “How Publishers Can Lessen Their Dependence on FAANG” in a Wednesday op-ed for Adweek. Korsunsky opens with a quick recap of the alleged handshake deal in which Google offered Facebook perks like lower digital ad fees in exchange for Facebook’s support of Google’s Open Bidding program. News that gives the appearance the F and the G of FAANG are colluding. For those not looking at the transcript: FAANG is an initialism of the five biggest players in tech consisting of Facebook, Amazon, Apple, Netflix, and Google. Well, technically with Google becoming an Alphabet company the last letter should be A, but FAANA doesn’t have the same flair. Quirky names aside, Korsunsky’s not happy. “[T]he news is a betrayal of publishers’ trust and highlights yet again the overdominance of the walled garden; it should therefore be treated as a bellwether moment for all digital marketers.” Korsunsky thinks its high time to kick shadowy open marketplaces to the curb and embrace transparent, more direct transactions on private marketplaces. For more background on the perils of open-market programmatic, check out Michael Bürgi’s Digiday piece “Open-market video programmatic is rife with fraud, say buyers, further complicating an already-difficult marketplace.” What does this mean for podcasting? As an industry it’s best poised to expand with programmatic through private marketplaces, providing more transparency and better relationships than open marketplaces. If advertisers get on board with finding this solution more preferable outside of podcasting, it will likely bleed over to increased programmatic sales in podcasting Once again we bring shocking news posted to Twitter. On Monday Digital Content Next CEO Jason Kint posted a Twitter thread analyzing developments in a sizable privacy lawsuit against Google in Northern California courts. The court order calls for Ernst & Young, Google’s independent auditor, to immediately relinquish all files relevant to the suit. Google is also ordered to show cause as to why they should not be sanctioned in light of new information suggesting Google allegedly ordered Ernst & Young to withhold over six thousand sensitive documents relevant to the case. “It’s a bad look for E&Y to be playing this way for Google considering they perform much of the auditing across the advertising industry.” In addition to the advertising industry implications, Ernst & Young is one of the primary auditing firms for certifications, like those through IAB. Continuing The Download’s tendency to experiment and grow, we’ve got two new segments that don’t quite have names just yet. We’re working on it. First up, a brief recap of podcast company funding rounds of note over the last week. On Tuesday Libsyn landed 4.75 million in new equity financing. And as broken in Monday’s Podnews, podcast startup Kaleidoscope secured 3.5 million in funding, as well as a six-show deal with iHeartMedia. For this second and final segment, we want to branch out our occasional honorable mention into a regular highlight of multiple stories we couldn’t fit into today’s episode but are absolutely worth your time to read in full. With that in mind, here are this week’s three must-reads: The Care and Feeding of a Podcast Audience by Tom Webster. Women Podcast Listeners: What We Know Right Now by Caila Litman. Big Tech Always Fails at Doing Radio by Matt Deegan, which might be of special interest to those who remember our coverage of the Amazon AMP app last week. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Today on The Download from Sound Profitable; Beer gets into video podcast advertising, kids podcast business is booming, and an appeal to private marketplace deals over FAANG, and more. Production company Crooked Media has kicked off a campaign incorporating a purely visual sponsorship into Offline with Jon Favreau, and it's from a sector not frequently seen in podcasting. Morning Brew's Alyssa Meyers covered the story last Friday, shining light on a YouTube-focused partnership between Crooked Media and Blue Moon beer, a subsidiary of Molson Coors. “For Blue Moon, Crooked agreed to add title cards that say ‘presented by Blue Moon,' along with the brand's logo, to the start of each Offline YouTube episode, Crooked Media VP of commercial marketing and creative strategy Joel Fowler told Marketing Brew.” In addition to the title card and host-read ads in each video, Blue Moon will also buy YouTube ad space specifically on Crooked Media's YouTube channel. Joel Fowler told Marketing Brew Blue Moon is the first “bigger blue-chip brands that you're seeing come into the podcast space.” Fowler foresees more Fortune 500 companies embracing multi-media podcast ad campaigns in the near future. Disinformation detection company NewsGuard is looking to provide brand safety by uprooting disinformation in podcasts. According to reporting by MediaPosts' Joe Mandese: “NewsGuard is said to be in talks with at least three of the ad industry's big holding companies to fund the new podcast rating service, and would reap a six-month exclusive window as part of the deal.” Mandese connects a renewed industry interest in new brand safety tools for podcasts to the latest controversy surrounding the resurgence of COVID-19 disinformation on Spotify's The Joe Rogan Experience. NewsGuard aims to provide a personal touch with physical human analysts to employ prior knowledge and context to determine a podcast's veracity, building lists of safe or problem podcasts as time goes on. While initially NewsGuard's attempt to adapt their blog fact-checkers for podcasting sounds noble, it raises some eyebrows. It's a proprietary tool that'll have six-month exclusivity for the anonymous holding companies funding the project. Their chosen hands-on approach also isn't scaleable like other solutions currently in production, like that offered by Barometer. Unlike NewsGuard, Barometer is using the publicly-auditable GARM framework and isn't focusing on exclusivity with a particular investor. It is *The Download'*s opinion that the brand safety problem needs not be solved with proprietary solutions, but with accessible and easily-replicated frameworks. Once again J. Clara Chan over at Hollywood Reporter has some fun developments in the podcasting world. Published last Tuesday, Chan's The Booming Business of Kids' Podcasting gives a rundown of the big-name attention kids podcasts are getting. “Podcasts in the kids and family category have seen a 20 percent increase in listenership since 2019, according to NPR and Edison Research's 2021 Spoken Word Audio Report. Podcast adaptations of hit children's shows are proliferating, while, conversely, film and TV studios are becoming involved earlier than ever to snap up podcast IP catered toward kids.” That 20% number is likely quite low, as discussed in Lindsay Patterson's Medium blog on how the Kids & Family category needs an overhaul. Regardless of where the number's at, it's good enough to get some big movers interested in kids' podcasting content. Spotify has produced a podcast spinoff of the viral hit toddler sensory videos CoComelon. GBH Kids is producing an adaptation to continue the recently-retired PBS Kids series Arthur. On the opposite side of the equation Warner Brothers is optioning the TV rights from Gen-Z Media's unreleased podcast 20 Million Views. According to Ben Strouse, CEO of Gen-Z media while speaking to Hollywood Reporter: “Everyone's looking for great IP, especially great family IP, which is what we're counting on.” As YouTube, television, and every other form of media has discovered: making content to entertain kids is profitable. Now podcasting just has to thread the tricky needle of advertising to younger audiences with legislation like the Children's Online Privacy Protection Act severely limiting traditional advertising practices. On Wednesday Michael Korsunsky published the incredibly thorough op-ed “How Publishers Can Lessen Their Dependence on FAANG” in a Wednesday op-ed for Adweek. Korsunsky opens with a quick recap of the alleged handshake deal in which Google offered Facebook perks like lower digital ad fees in exchange for Facebook's support of Google's Open Bidding program. News that gives the appearance the F and the G of FAANG are colluding. For those not looking at the transcript: FAANG is an initialism of the five biggest players in tech consisting of Facebook, Amazon, Apple, Netflix, and Google. Well, technically with Google becoming an Alphabet company the last letter should be A, but FAANA doesn't have the same flair. Quirky names aside, Korsunsky's not happy. “[T]he news is a betrayal of publishers' trust and highlights yet again the overdominance of the walled garden; it should therefore be treated as a bellwether moment for all digital marketers.” Korsunsky thinks its high time to kick shadowy open marketplaces to the curb and embrace transparent, more direct transactions on private marketplaces. For more background on the perils of open-market programmatic, check out Michael Bürgi's Digiday piece “Open-market video programmatic is rife with fraud, say buyers, further complicating an already-difficult marketplace.” What does this mean for podcasting? As an industry it's best poised to expand with programmatic through private marketplaces, providing more transparency and better relationships than open marketplaces. If advertisers get on board with finding this solution more preferable outside of podcasting, it will likely bleed over to increased programmatic sales in podcasting Once again we bring shocking news posted to Twitter. On Monday Digital Content Next CEO Jason Kint posted a Twitter thread analyzing developments in a sizable privacy lawsuit against Google in Northern California courts. The court order calls for Ernst & Young, Google's independent auditor, to immediately relinquish all files relevant to the suit. Google is also ordered to show cause as to why they should not be sanctioned in light of new information suggesting Google allegedly ordered Ernst & Young to withhold over six thousand sensitive documents relevant to the case. “It's a bad look for E&Y to be playing this way for Google considering they perform much of the auditing across the advertising industry.” In addition to the advertising industry implications, Ernst & Young is one of the primary auditing firms for certifications, like those through IAB. Continuing The Download's tendency to experiment and grow, we've got two new segments that don't quite have names just yet. We're working on it. First up, a brief recap of podcast company funding rounds of note over the last week. On Tuesday Libsyn landed 4.75 million in new equity financing. And as broken in Monday's Podnews, podcast startup Kaleidoscope secured 3.5 million in funding, as well as a six-show deal with iHeartMedia. For this second and final segment, we want to branch out our occasional honorable mention into a regular highlight of multiple stories we couldn't fit into today's episode but are absolutely worth your time to read in full. With that in mind, here are this week's three must-reads: The Care and Feeding of a Podcast Audience by Tom Webster. Women Podcast Listeners: What We Know Right Now by Caila Litman. Big Tech Always Fails at Doing Radio by Matt Deegan, which might be of special interest to those who remember our coverage of the Amazon AMP app last week. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio. See omnystudio.com/listener for privacy information.
La cerveza pone a prueba la publicidad de video podcasts, el negocio de podcasts para niños está floreciendo, y una súplica para más transacciones en el mercado privado en vez de en las FAANG (las cinco grandes compañías de tecnología: Facebook, Amazon, Apple, Netflx y Google). La casa productora de podcasts, Crooked Media, ha lanzado una campaña que incorpora publicidad puramente visual en su podcast llamado Offline with Jon Favreau. El patrocinio viene de un sector poco visto en el podcasting. Alyssa Meyers de Morning Brew cubrió la historia el viernes pasado, destacando una asociación centrada en YouTube entre Crooked Media y la marca de cerveza Blue Moon, una filial de Molson Coors, la empresa cervecera líder mundial. Meyers escribe, “Crooked [Media] acordó agregar tarjetas de texto que digan ‘presentado por Blue Moon’, acompañado por el logo de la marca, al principio de cada episodio de Offline en YouTube", le dijo Joel Fowler, vicepresidente de marketing comercial y estrategia creativa de Crooked Media, a Marketing Brew.” Además de la tarjeta de texto y los anuncios leído por el anfitrión en cada video, Blue Moon también comprará espacio publicitario específicamente en el canal de YouTube de Crooked Media. Joel Fowler le dijo a Marketing Brew que Blue Moon es la primera "de las grandes marcas de primer nivel que uno está viendo entrar en el espacio de los podcasts". Fowler anticipa que más empresas de los Fortune 500 adopten campañas publicitarias de podcasts multimedia en un futuro cercano. La empresa de detección de desinformación NewsGuard busca brindar seguridad de marca a través de la eliminación la desinformación en los podcasts.Joe Mandese de la editorial MediaPosts informa, "Se dice que NewsGuard está en conversaciones con al menos tres de las grandes empresas de holding de la industria publicitaria para financiar el nuevo servicio de calificación de podcasts, los cuales obtendrían un periodo exclusivo de seis meses como parte del trato." Mandese relaciona el renovado interés de la industria en nuevas herramientas de seguridad de marca CON la polémica sobre el resurgimiento de la desinformación sobre COVID-19 en el programa The Joe Rogan Experience de Spotify*.* NewsGuard busca proporcionar un proceso único con analistas humanos quienes emplearán el conocimiento y el contexto previo para determinar la veracidad de un podcast, creando listas de podcasts seguros y problemáticos con el tiempo. Suena noble el intento de NewsGuard de adaptar sus fact-checkers o, verificadores de hechos, de su blog para el podcasting, pero sí trae ligera desaprobación. Es una herramienta privada que tendrá una exclusividad de seis meses para los holdings anónimos que financien el proyecto. Su método práctico de mano que eligieron tampoco es ampliable como otras soluciones actualmente en producción, como la que ofrece Barometer. A diferencia de NewsGuard, Barometer utiliza la estructura GARM (La Alianza Global por Medios Responsables), el cual es auditable públicamente y no se centra en la exclusividad con un inversor particular. La opinión de nuestro equipo en La descarga es que el problema de la seguridad de la marca no debe resolverse con soluciones propietarias, sino con estructuras accesibles y fáciles de replicar. Otra vez, J. Clara Chan de Hollywood Reporter tiene algunos desarrollos divertidos en el mundo de los podcasts. Publicado el martes pasado, el artículo: The Booming Business of Kids’ Podcasting (El Floreciente Negocio de Podcasts Infantiles), escrito por Chan, ofrece un resumen de la enorme atención que están recibiendo los podcasts para niños. Chan dice, “Los podcasts en la categoría de infantiles y familia han visto un aumento del 20 por ciento en el alcance de audiencia desde 2019, según el informe del Spoken Word Audio Report 2021 publicado por NPR y Edison Research. Las adaptaciones de podcasts de exitosos programas infantiles están proliferando, mientras que, por el contrario, los estudios de cine y televisión se están involucrando más temprano de lo acostumbrado para adquirir propiedad intelectual de podcasts dirigidos a los niños”. Es probable que ese número del 20 por ciento sea bastante bajo, como se explica en el blog en Medium escrito por Lindsay Patterson sobre cómo la categoría de infantiles y familia necesita una revisión completa. Independientemente de dónde esté el número, es suficiente para que algunos protagonistas se interesen en el contenido de podcasts para niños. Spotify ha producido un podcast derivado de la exitosa serie de videos sensoriales para niños pequeños llamada CoComelon. GBH Kids está produciendo una adaptación para continuar la famosa serie de PBS Kids recientemente concluida: Arthur (también conocido en español como Arturo). En el lado opuesto de la ecuación, Warner Brothers está optando por los derechos de televisión del podcast inédito: 20 Million Views de Gen-Z Media. Ben Strouse, director ejecutivo de Gen-Z media, contó mientras hablaba con Hollywood Reporter: "Todos buscan buena propiedad intelectual, especialmente buena propiedad intelectual de familia, la cual es con la que contamos". Como han descubierto YouTube, la televisión, y todos los demás medios de comunicación: crear contenido para entretener a los niños es lucrativo. Ahora, el podcasting solo le toca equilibrar la publicidad para audiencias jóvenes con una legislación como la ley de protección de la infancia en internet, la cual restringa severamente las prácticas publicitarias tradicionales. El miércoles, Michael Korsunsky publicó, en la editorial Adweek, un artículo de opinión llamado "How Publishers Can Lessen Their Dependence on FAANG" o en español: Cómo los editores pueden disminuir su dependencia de las FAANG”. Korsunsky empieza con un resumen del presunto acuerdo en el que Google ofreció beneficios a Facebook, tal como tarifas de publicidad digital más bajas, a cambio del apoyo de Facebook al programa de Google llamado Open Bidding. FAANG es una sigla de los cinco protagonistas más grandes en tecnología que consisten en Facebook, Amazon, Apple, Netflix y Google. Y estas noticias hacen aparecer que la F y la G del acrónimo están juntas en cama. Además, Korsunsky no está contento. Él dice: “la noticia es una traición a la confianza de los editores, y destaca una vez más el dominio abrumador del jardín amurallado; y por lo tanto, debe tratarse como un punto de referencia para todos los especialistas en marketing digital.” Korsunsky cree que es hora de vencer los oscuros mercados abiertos y recibir con gusto transacciones directas y transparentes en los mercados privados. ¿Qué significa esto para los podcasts? Como industria, el podcasting está mejor posicionada para expandirse con programática a través de mercados privados, brindando más transparencia y mejores relaciones que los mercados abiertos. Si los anunciantes aceptan encontrar esta solución más preferible FUERA del podcasting, es probable que aumente las ventas programáticas DENTRO del podcasting. Manuela: Otra vez le traemos impactantes noticias publicadas en Twitter. El lunes, el director ejecutivo de Digital Content Next, Jason Kint, publicó un hilo de Twitter analizando las novedades en una demanda de privacidad contra Google en las cortes en el norte de California. La orden judicial exige que Ernst & Young, el auditor independiente de Google, renuncie inmediatamente a todos los archivos relevantes para la demanda. También se le ordena a Google que muestre motivos por los cuales no deben ser sancionados teniendo en cuenta la nueva información que sugiere que Google supuestamente ordenó a Ernst & Young que retuviera más de seis mil documentos confidenciales relevantes para el caso. Es una mala imagen que Ernst & Young participe de esta manera para Google, considerando que ellos realizan la gran parte de la auditoría en toda la industria publicitaria,” fin de cita. Además de las implicaciones de la industria publicitaria, Ernst & Young es una de las principales empresas de auditoría para certificaciones, como las del IAB, el Interactive Advertising Bureau. Bienvenidos al segmento del podcast: get that money, un breve resumen de las rondas de financiación de nota en que participaron compañías de podcasts durante la última semana El martes, Libsyn consiguió 4,75 millones de dólares en nueva financiación La startup de podcasts Kaleidoscope aseguró 3,5 millones de dólares en fondos y un trato de producir seis programas con iHeartMedia Para este segundo y último segmento, queremos destacar varias historias que no pudimos incluir en el episodio de hoy, pero que vale la pena revisar. Con eso en cuenta, aquí están las tres lecturas que deberías leer. La primera: The Care and Feeding of a Podcast Audience de Tom Webster — Tom habla sobre cómo competir en un mundo donde la gran mayoría de las descargas van a solo un poco podcasts. Tambien: Women Podcast Listeners: What We Know Right Now de Caila Litman — La segunda parte de nuestro artículo dedicada a las mujeres en podcasting. Y finalmente: Big Tech Always Fails at Doing Radio de Matt Deegan[GS2] — Que habla por qué la aplicación Amazon AMP, es el más reciente intento que malinterpreta a los oyentes de podcasting. ****Esto podría ser de especial interés para aquellos que recuerdan nuestra cobertura de la aplicación Amazon AMP la semana pasada. Como siempre, los enlaces para los artículos mencionados en este segmento, al igual que todos cubiertos por La Descarga se pueden encontrar en los detalles del episodio. La Descarga es una producción de Sounds Profitable. El episodio de hoy fue presentado por Manuela Bedoya y Gabriel Soto, y escrito por Gavin Gaddis. Bryan Barletta y Evo Terra son los productores ejecutivos de La Descarga de Sounds Profitable. Un agradecimiento especial a Ian Powell por su majestuosa ingeniería de audio, y a Omny Studio por alojar La Descarga.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Phoebe Bain founded Marketing Brew, a Morning Brew vertical covering the most important news in the marketing industry, in 2020. The vertical has since expanded into original reporting and beyond the newsletter. She's now one of five reporters the Brew has since added to the fold, and primarily covers social media and influencer marketing. Before rolling out Marketing Brew, Phoebe wrote for Social Media Today under Industry Dive and worked on the social media editing desk for Business Insider. Here are a few of the topics we'll discuss on this episode of Long Story Short: How to effectively keep your finger on the pulse of your industry Phoebe's meta view of marketing and advertising The current, biggest trends of the marketing industry Changes in social media, engagement, and the world of influencer marketing The benefits of talking to, and learning from, industry experts Why authentic marketing strategies resonate better with audiences The difference between writing and reporting Resources:Maybe Baby - Haley NahmanMorning BrewMarketing BrewGarbage DayTrick Mirror - Jia TolentinoConnect with Phoebe:LinkedInTwitterInstagramConnect with the Host:Jeff Sirkin on LinkedInConnect with Sirkin Research:WebsiteTwitterInstagramLinkedIn
Today on The Download from Sounds Profitable; big names in podcasting are pulling down big numbers in ad revenue, Meta and Mozilla have teamed up to change advertising privacy, and TikTok might not be the #1 place to take short-form podcast content. On a sober, world-news note: Advertisers are weathering unintended consequences from Russia’s invasion of Ukraine. Ryan Barwick of Morning Brew wrote a brief rundown of the situation last Friday. According to a Business Insider report, Google AdSense has been found on publishers of Russian state propaganda. “While on those sites, BI observed Google-served ads from Best Buy, Progressive, and Allbirds, and a handful of other brands. Marketing Brew also saw ads for brands on these two sites, but a banner ad atop several stories was blocked by Integral Ad Science, a brand-safety firm.” Barwick then pairs this evidence of brand safety kind-of working with the infamously-timed Applebee’s promotion that aired in a split-screen ad break with footage of Kyiv under siege. The ad, featuring footage of a man in a cowboy hat gyrating his butt in glee over $1 boneless chicken wings, went viral on social media for its grim pairing with footage of burning buildings. “What do these stories have in common? Funding journalism. Advertisers often don’t want to fund inflammatory, hateful, or controversial content. While brand-safety tech might help marketers avoid having their ads showing up on propaganda sites, it can also direct their ads away from legitimate coverage of political or other sensitive topics, inadvertently hurting newsrooms as a result.” Both the propaganda site ad serves and Applebee’s pulling from CNN serve as evidence of extremes of what could happen in similar spheres of podcasting. To ignore brand safety and the messaging of associated programs is a recipe for being associated with disinformation and propaganda. To overcorrect and leave the space entirely could leave journalism podcasts without the stability of CNN in a financial pickle. Continuing the Morning Brew coverage: last week Alyssa Meyers rounded up the earnings highlights of some giants in the podcasting industry. SiriusXM, Spotify, Acast, and iHeartMedia all show significant growth. Both Spotify and Acast posted a 40% year-over-year increase for ad revenue while SiriusXM-owned Pandora experienced a 30% growth. The biggest headline-grabber of the bunch, though, is iHeartMedia “Q4 revenue grew 59% in iHeartMedia’s ‘Digital Audio Group’ division, which encompasses iHeartMedia’s podcasting business, digital service, and ad-tech companies. Podcast revenue alone increased 130% YoY. The company said the growth was partly due to ‘general increased demand for digital advertising’ and ‘the growing popularity of podcasting.” It appears the industry-wide trope of saying podcasting ads are fast-growing is less of a marketing pitch and more a truism as more companies rake in those fast-growing profits. Up next we have a story shuffled into the digital stack of news and left by the wayside: Spotify appears to be better at announcing podcast deals than actually publishing podcasts. While a Business Insider article was published on February 18th, much of the original reporting on the subject was done by Podnews’ James Cridland in the December article Missing: the shows from these big Spotify announcements. As Cridland and others report: a great deal of splashy Spotify projects announced since December of 2020 have yet to come to fruition. Some announcements were vague deals akin to a popular actor signing a multi-picture deal with a prominent movie studio. Others, however, appear to have died on the vine. Warner Brothers and DC Entertainment’s celebrity-studded Batman audio fiction series has fallen off the radar since announcing its cast last June. British royalty power couple Meghan and Harry signed up in December of 2020. The most concerning is Kim Kardashian West’s partnership with Spotify and Parcast. Cridland writes “In March 2021 she hinted she was ready to release her episodes. Where are they?” eMarketer’s Sara Lebow shared some fascinating data last week with a chart of the day post titled TikTok isn’t the No. 1 US app for shorter videos. In fact, the data gathered by CensusWide in late January puts TikTok in third place with 53.9% of respondents sixteen and up. The top two are Facebook and YouTube with 60.8 and 77.9% respectively. As podcasters explore video podcasting, or simply video clips promoting their shows, TikTok is constantly brought up. The format of what makes a successful Facebook or YouTube video are far different than what pleases TikTok’s famous algorithm, making it difficult to reuse assets. The results of this study seem to imply that while TikTok is valuable, those new to video as an advertising medium would have a better shot at developing content and skills that are useful in the long run. Another interesting facet of this story is CensusWide got these numbers before YouTube launched their TikTok competitor YouTube Shorts, effectively cloning Tiktok’s endless stream of short-form content in the existing YouTube ecosystem. But then news dropped to complicate things further: Monday TikTok announced they will be allowing users to post videos up to ten minutes in length, more than doubling the original limit of three minutes. Sara Fischer, writing for Axios, broke the news of German publishing company Axel Springer investing in a new podcasting company Spooler. Working with Insider, Spooler will co-produce daily news podcast The Refresh from Insider with a special trick: Spooler’s proprietary tech will allow the hosts to add new segments to that morning’s episode as the day’s news progresses. “For news companies, the expectation is that producers could build ‘playlist programs’ that Spooler automatically stitches together to make the podcast sound seamless, even though it's being repeatedly updated. The bespoke player on Insider.com and Insider's app will allow users to skip over segments they've already heard.” Meanwhile, last week iHeartMedia announced Talk Back, an in-app feature allowing podcast-listening audiences to send voice messages to show hosts. There must be something in the Spring air as podcast companies seem to be in the mood to experiment and innovate, pushing the limits of what podcast tech can do. A social media network and an internet browser have teamed up to make ads less intrusive. Trey Titone writes for Ad Tech Explained: “When Meta and Mozilla team up to improve digital advertising, you should probably pay attention. The two companies joined forces to create Interoperable Private Attribution or IPA, a framework for attribution measurement without tracking users.” The teamup shows changing times and attitudes between the companies. Back in 2018 when Meta was still Facebook, Mozilla developed an extension for their Firefox browser with one goal: keep Facebook from watching users’ web activity outside of Facebook. Now the two are teamed up with a proposed framework that could follow pro-privacy trends formed by Google and Apple to find a way to provide useful advertising data while protecting the individual’s privacy. Titone’s breakdown of what Meta and Mozilla have proposed IPA will be, as well as what its constituent parts might actually do, is incredibly thorough. Thorough enough to necessitate a table of contents. Check it out. For more thoughts on the subject of podcast advertising and a quality-over-quantity approach, The Download recommends Brian Morrissey’s Substack newsletter piece “End of an era of ad targeting: Publishers will need closer ties to their audiences.” We should know, we covered it last week. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Today on The Download from Sounds Profitable; big names in podcasting are pulling down big numbers in ad revenue, Meta and Mozilla have teamed up to change advertising privacy, and TikTok might not be the #1 place to take short-form podcast content. On a sober, world-news note: Advertisers are weathering unintended consequences from Russia’s invasion of Ukraine. Ryan Barwick of Morning Brew wrote a brief rundown of the situation last Friday. According to a Business Insider report, Google AdSense has been found on publishers of Russian state propaganda. “While on those sites, BI observed Google-served ads from Best Buy, Progressive, and Allbirds, and a handful of other brands. Marketing Brew also saw ads for brands on these two sites, but a banner ad atop several stories was blocked by Integral Ad Science, a brand-safety firm.” Barwick then pairs this evidence of brand safety kind-of working with the infamously-timed Applebee’s promotion that aired in a split-screen ad break with footage of Kyiv under siege. The ad, featuring footage of a man in a cowboy hat gyrating his butt in glee over $1 boneless chicken wings, went viral on social media for its grim pairing with footage of burning buildings. “What do these stories have in common? Funding journalism. Advertisers often don’t want to fund inflammatory, hateful, or controversial content. While brand-safety tech might help marketers avoid having their ads showing up on propaganda sites, it can also direct their ads away from legitimate coverage of political or other sensitive topics, inadvertently hurting newsrooms as a result.” Both the propaganda site ad serves and Applebee’s pulling from CNN serve as evidence of extremes of what could happen in similar spheres of podcasting. To ignore brand safety and the messaging of associated programs is a recipe for being associated with disinformation and propaganda. To overcorrect and leave the space entirely could leave journalism podcasts without the stability of CNN in a financial pickle. Continuing the Morning Brew coverage: last week Alyssa Meyers rounded up the earnings highlights of some giants in the podcasting industry. SiriusXM, Spotify, Acast, and iHeartMedia all show significant growth. Both Spotify and Acast posted a 40% year-over-year increase for ad revenue while SiriusXM-owned Pandora experienced a 30% growth. The biggest headline-grabber of the bunch, though, is iHeartMedia “Q4 revenue grew 59% in iHeartMedia’s ‘Digital Audio Group’ division, which encompasses iHeartMedia’s podcasting business, digital service, and ad-tech companies. Podcast revenue alone increased 130% YoY. The company said the growth was partly due to ‘general increased demand for digital advertising’ and ‘the growing popularity of podcasting.” It appears the industry-wide trope of saying podcasting ads are fast-growing is less of a marketing pitch and more a truism as more companies rake in those fast-growing profits. Up next we have a story shuffled into the digital stack of news and left by the wayside: Spotify appears to be better at announcing podcast deals than actually publishing podcasts. While a Business Insider article was published on February 18th, much of the original reporting on the subject was done by Podnews’ James Cridland in the December article Missing: the shows from these big Spotify announcements. As Cridland and others report: a great deal of splashy Spotify projects announced since December of 2020 have yet to come to fruition. Some announcements were vague deals akin to a popular actor signing a multi-picture deal with a prominent movie studio. Others, however, appear to have died on the vine. Warner Brothers and DC Entertainment’s celebrity-studded Batman audio fiction series has fallen off the radar since announcing its cast last June. British royalty power couple Meghan and Harry signed up in December of 2020. The most concerning is Kim Kardashian West’s partnership with Spotify and Parcast. Cridland writes “In March 2021 she hinted she was ready to release her episodes. Where are they?” eMarketer’s Sara Lebow shared some fascinating data last week with a chart of the day post titled TikTok isn’t the No. 1 US app for shorter videos. In fact, the data gathered by CensusWide in late January puts TikTok in third place with 53.9% of respondents sixteen and up. The top two are Facebook and YouTube with 60.8 and 77.9% respectively. As podcasters explore video podcasting, or simply video clips promoting their shows, TikTok is constantly brought up. The format of what makes a successful Facebook or YouTube video are far different than what pleases TikTok’s famous algorithm, making it difficult to reuse assets. The results of this study seem to imply that while TikTok is valuable, those new to video as an advertising medium would have a better shot at developing content and skills that are useful in the long run. Another interesting facet of this story is CensusWide got these numbers before YouTube launched their TikTok competitor YouTube Shorts, effectively cloning Tiktok’s endless stream of short-form content in the existing YouTube ecosystem. But then news dropped to complicate things further: Monday TikTok announced they will be allowing users to post videos up to ten minutes in length, more than doubling the original limit of three minutes. Sara Fischer, writing for Axios, broke the news of German publishing company Axel Springer investing in a new podcasting company Spooler. Working with Insider, Spooler will co-produce daily news podcast The Refresh from Insider with a special trick: Spooler’s proprietary tech will allow the hosts to add new segments to that morning’s episode as the day’s news progresses. “For news companies, the expectation is that producers could build ‘playlist programs’ that Spooler automatically stitches together to make the podcast sound seamless, even though it's being repeatedly updated. The bespoke player on Insider.com and Insider's app will allow users to skip over segments they've already heard.” Meanwhile, last week iHeartMedia announced Talk Back, an in-app feature allowing podcast-listening audiences to send voice messages to show hosts. There must be something in the Spring air as podcast companies seem to be in the mood to experiment and innovate, pushing the limits of what podcast tech can do. A social media network and an internet browser have teamed up to make ads less intrusive. Trey Titone writes for Ad Tech Explained: “When Meta and Mozilla team up to improve digital advertising, you should probably pay attention. The two companies joined forces to create Interoperable Private Attribution or IPA, a framework for attribution measurement without tracking users.” The teamup shows changing times and attitudes between the companies. Back in 2018 when Meta was still Facebook, Mozilla developed an extension for their Firefox browser with one goal: keep Facebook from watching users’ web activity outside of Facebook. Now the two are teamed up with a proposed framework that could follow pro-privacy trends formed by Google and Apple to find a way to provide useful advertising data while protecting the individual’s privacy. Titone’s breakdown of what Meta and Mozilla have proposed IPA will be, as well as what its constituent parts might actually do, is incredibly thorough. Thorough enough to necessitate a table of contents. Check it out. For more thoughts on the subject of podcast advertising and a quality-over-quantity approach, The Download recommends Brian Morrissey’s Substack newsletter piece “End of an era of ad targeting: Publishers will need closer ties to their audiences.” We should know, we covered it last week. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.
Today on The Download from Sounds Profitable; big names in podcasting are pulling down big numbers in ad revenue, Meta and Mozilla have teamed up to change advertising privacy, and TikTok might not be the #1 place to take short-form podcast content. On a sober, world-news note: Advertisers are weathering unintended consequences from Russia's invasion of Ukraine. Ryan Barwick of Morning Brew wrote a brief rundown of the situation last Friday. According to a Business Insider report, Google AdSense has been found on publishers of Russian state propaganda. “While on those sites, BI observed Google-served ads from Best Buy, Progressive, and Allbirds, and a handful of other brands. Marketing Brew also saw ads for brands on these two sites, but a banner ad atop several stories was blocked by Integral Ad Science, a brand-safety firm.” Barwick then pairs this evidence of brand safety kind-of working with the infamously-timed Applebee's promotion that aired in a split-screen ad break with footage of Kyiv under siege. The ad, featuring footage of a man in a cowboy hat gyrating his butt in glee over $1 boneless chicken wings, went viral on social media for its grim pairing with footage of burning buildings. “What do these stories have in common? Funding journalism. Advertisers often don't want to fund inflammatory, hateful, or controversial content. While brand-safety tech might help marketers avoid having their ads showing up on propaganda sites, it can also direct their ads away from legitimate coverage of political or other sensitive topics, inadvertently hurting newsrooms as a result.” Both the propaganda site ad serves and Applebee's pulling from CNN serve as evidence of extremes of what could happen in similar spheres of podcasting. To ignore brand safety and the messaging of associated programs is a recipe for being associated with disinformation and propaganda. To overcorrect and leave the space entirely could leave journalism podcasts without the stability of CNN in a financial pickle. Continuing the Morning Brew coverage: last week Alyssa Meyers rounded up the earnings highlights of some giants in the podcasting industry. SiriusXM, Spotify, Acast, and iHeartMedia all show significant growth. Both Spotify and Acast posted a 40% year-over-year increase for ad revenue while SiriusXM-owned Pandora experienced a 30% growth. The biggest headline-grabber of the bunch, though, is iHeartMedia “Q4 revenue grew 59% in iHeartMedia's ‘Digital Audio Group' division, which encompasses iHeartMedia's podcasting business, digital service, and ad-tech companies. Podcast revenue alone increased 130% YoY. The company said the growth was partly due to ‘general increased demand for digital advertising' and ‘the growing popularity of podcasting.” It appears the industry-wide trope of saying podcasting ads are fast-growing is less of a marketing pitch and more a truism as more companies rake in those fast-growing profits. Up next we have a story shuffled into the digital stack of news and left by the wayside: Spotify appears to be better at announcing podcast deals than actually publishing podcasts. While a Business Insider article was published on February 18th, much of the original reporting on the subject was done by Podnews' James Cridland in the December article Missing: the shows from these big Spotify announcements. As Cridland and others report: a great deal of splashy Spotify projects announced since December of 2020 have yet to come to fruition. Some announcements were vague deals akin to a popular actor signing a multi-picture deal with a prominent movie studio. Others, however, appear to have died on the vine. Warner Brothers and DC Entertainment's celebrity-studded Batman audio fiction series has fallen off the radar since announcing its cast last June. British royalty power couple Meghan and Harry signed up in December of 2020. The most concerning is Kim Kardashian West's partnership with Spotify and Parcast. Cridland writes “In March 2021 she hinted she was ready to release her episodes. Where are they?” eMarketer's Sara Lebow shared some fascinating data last week with a chart of the day post titled TikTok isn't the No. 1 US app for shorter videos. In fact, the data gathered by CensusWide in late January puts TikTok in third place with 53.9% of respondents sixteen and up. The top two are Facebook and YouTube with 60.8 and 77.9% respectively. As podcasters explore video podcasting, or simply video clips promoting their shows, TikTok is constantly brought up. The format of what makes a successful Facebook or YouTube video are far different than what pleases TikTok's famous algorithm, making it difficult to reuse assets. The results of this study seem to imply that while TikTok is valuable, those new to video as an advertising medium would have a better shot at developing content and skills that are useful in the long run. Another interesting facet of this story is CensusWide got these numbers before YouTube launched their TikTok competitor YouTube Shorts, effectively cloning Tiktok's endless stream of short-form content in the existing YouTube ecosystem. But then news dropped to complicate things further: Monday TikTok announced they will be allowing users to post videos up to ten minutes in length, more than doubling the original limit of three minutes. Sara Fischer, writing for Axios, broke the news of German publishing company Axel Springer investing in a new podcasting company Spooler. Working with Insider, Spooler will co-produce daily news podcast The Refresh from Insider with a special trick: Spooler's proprietary tech will allow the hosts to add new segments to that morning's episode as the day's news progresses. “For news companies, the expectation is that producers could build ‘playlist programs' that Spooler automatically stitches together to make the podcast sound seamless, even though it's being repeatedly updated. The bespoke player on Insider.com and Insider's app will allow users to skip over segments they've already heard.” Meanwhile, last week iHeartMedia announced Talk Back, an in-app feature allowing podcast-listening audiences to send voice messages to show hosts. There must be something in the Spring air as podcast companies seem to be in the mood to experiment and innovate, pushing the limits of what podcast tech can do. A social media network and an internet browser have teamed up to make ads less intrusive. Trey Titone writes for Ad Tech Explained: “When Meta and Mozilla team up to improve digital advertising, you should probably pay attention. The two companies joined forces to create Interoperable Private Attribution or IPA, a framework for attribution measurement without tracking users.” The teamup shows changing times and attitudes between the companies. Back in 2018 when Meta was still Facebook, Mozilla developed an extension for their Firefox browser with one goal: keep Facebook from watching users' web activity outside of Facebook. Now the two are teamed up with a proposed framework that could follow pro-privacy trends formed by Google and Apple to find a way to provide useful advertising data while protecting the individual's privacy. Titone's breakdown of what Meta and Mozilla have proposed IPA will be, as well as what its constituent parts might actually do, is incredibly thorough. Thorough enough to necessitate a table of contents. Check it out. For more thoughts on the subject of podcast advertising and a quality-over-quantity approach, The Download recommends Brian Morrissey's Substack newsletter piece “End of an era of ad targeting: Publishers will need closer ties to their audiences.” We should know, we covered it last week. The Download is a production of Sounds Profitable. Today's episode was hosted by Shreya Sharma and Manuela Bedoya, and the script was written by Gavin Gaddis. Bryan Barletta and Evo Terra are the executive producers of The Download from Sounds Profitable. Special thanks to Ian Powell for his audio prowess, and to our media host, Omny Studio. See omnystudio.com/listener for privacy information.
Today, we're joined by Ryan Barwick, a reporter for Morning Brew. Ryan specifically covers media, advertising and technology for the Marketing Brew newsletter. Prior to joining the Morning Brew team, Ryan was a reporter for Adweek and was a broadcast associate for CBS News. During the episode, Ryan tells us about cleanroom technology, ways he builds relationships with sources, his favorite writer and current read, and more.
Welcome to episode 3 of Authentic Online Marketing, 3 Reasons why you should use Reels! Now, this training is not how to do Reels. It's just kind of getting you acclimated to why you might want to use them and what is behind that. Now many have been resistant to Reels, especially people in my Insider Membership. But, over time, they've realized the value. This is what Instagram is pushing. Instagram is pushing Reels so it's peak time. It's not that photos and graphics and carousels will go away. You can still use those effectively. However, you can use them as well as use Reels and you can incorporate Reels into your posting processes to broaden your audience. We're going to tell you why today. Why use reels in 2021? Here are some of the benefits of implementing social media's fastest growing avenue. Whether we like it or not, Reels are here to stay! Click below for show notes https://ruthiegray.mom/ep-4-3-reasons-w…should-use-reels/ Sign up for my newsletter below! https://creative-creator-6398.ck.page/ab5350d864 Take the Reels Crash Course christianbloggerscreentimeboundaries.teachable.com/p/reels-training Try the 7-Day Instagram Story Challenge below! https://ruthiegray.mom/7-day-instagram-story-challenge/ 1. The momentum is just beginning Reels are only going to grow from here. The head of Instagram, a couple of weeks ago, stated the app will be focusing on creators, videos, shopping, and messaging. For marketers, this is great news. So, TikTok was the most downloaded new app in 2020. As of 2021, with new Reels features being implemented, Instagram is growing by the day. A survey conducted by Marketing Brew found that 87% of TikTok users agree that Instagram Reels are just as interesting as TikTok videos. How about that? This means now that Reels are becoming more central to the Instagram algorithm, and we will see users shift from TikTok to wanting to use Reels, as well as see new Instagram users joining the app for the first time. 2. Reels gives your small business a platform Now for some great news: Reels has their own algorithm. So, you now have two channels of traffic you can direct to your product or business. Niching down is easy with Reels as you have the option to like videos for a more curated feed for yourself and your target audience. Use hashtags so that your target audience can find you more easily. You can connect with your ideal customer through Reels. It's very targeted. Here's a quick tip: Don't use watermarks or low quality recycled videos. Instagram is not going to be pushing out those videos with the TikTok watermarks. If they are low visibility, they're not really good quality. Instagram loves Instagram. I've been telling you that for years. Use Instagram and their app for your Reels if you want to get them seen. The third and final reason why you should be using Reels is because… 3. You can do it You can do it right now in the social media world. With a variety of users on Instagram spanning to ages 65 and even older, Reels has proven to be as user-friendly to learn as other social video platforms available. That may not resonate with you right now, but once you play around with the app, you realize it's pretty simple. It's not as hard and you can take it in small doses. If you're not tech savvy, you can still thrive on Reels. There are little stages you can take and little steps you can take to use Reels correctly. Learning what to post and integrating Reels into your posting schedule is actually more simple than you might think for that reason. Reels Crash Course We want to talk about our newly developed Reels Crash Course. Because knowing how to use Reels is more important now than ever before for small business users, why not get a leg up and get the course! It's only $27. You guys, this is three videos and it's worth almost a hundred dollars.
Morning Brew is a media start-up with a suite of business and lifestyle content. Zoë Gibson leads Growth & Audience Development for Morning Brew's industry newsletters: Marketing Brew (https://bit.ly/2ShMZXo), Retail Brew (https://bit.ly/2RCTmEN), and Emerging Tech Brew (https://bit.ly/3oDcajp). She started her career at The Atlantic's events division and later moved to Government Executive (a publication targeting those in the federal, defense, and state and local government), where she learned the ropes of “niche audience” content. In this call, Zoë joined Foster's David Burt and did a deep dive on: How Morning Brew approaches niche audience growth How a community is different from an audience Tactics to grow newsletter subscriptions (no matter your resources) Why acquisition is only half the battle In Foster, writers elevate their craft by receiving feedback from fellow writers and professional editors. Apply here: https://www.foster.co/apply
Alex Lieberman is the Co-Founder & CEO of Morning Brew.Alex is a first time entrepreneur and started Morning Brew during his undergrad days at University of Michigan in 2015.Morning Brew is a media company focused on delivering business and tech news to 3M+ subscribers. Alex and Co-Founder Austin grew Morning Brew into a household name on the back of their free daily business email. The team supercharged subscriber growth by building robust ambassador and referral programs and launching several other content products including Emerging Tech Brew, Marketing Brew, Retail Brew, Sidekick and their hit podcast, Business Casual. In October of 2020, Morning Brew sold a majority stake to Business Insider for a reported $75M.Tune in to hear Alex's story!EPISODE TOPICS Sections (2:29) – The Origin Story (6:04) – The Build(47:35) – The Founder(52:24) – The Brainstorm Topics(2:29) Alex's background(6:04) Growth playbook(8:18) Hub and spoke growth model(11:28) Ambassador and referral Programs(20:42) “We've got something” moment(23:39) What hasn't worked(26:49) Hiring(34:27) Selling to Business Insider(41:06) Alex's Startup Manifesto(47:35) Starting from scratch building an audience today(52:24) The Brainstorm – Business education and mental health via emotional sherpaWatch this episode on YouTube here Morning Brew – morningbrew.comFollow Morning Brew on Twitter // InstagramFollow Alex on Twitter // InstagramAlex's content and learning recommendations The Founder - www.thefounderpod.com Follow The Founder (@founderpodcast) on Twitter // Instagram // NewsletterDon't have time to listen to the full episode? Read the 5-minute version here
Phoebe Bain, Marketing Writer at Morning Brew, spends dozens of hours every week reading about marketing trends and discerning the wheat from the chaff. Three times a week, she's responsible for bringing the latest and greatest marketing news to tens of thousands of subscribers via Marketing Brew — a publication of Morning Brew.On this week's episode, Phoebe gives advice to enrollment marketers on how to launch brand campaigns that generate meaningful attention and how graduate programs should think differently about attracting, engaging, and, ultimately, enrolling students.She also shares her experiences working as a freelancer for Carnegie Dartlet and College Xpress and how these opportunities helped her grow into an exceptional curator. And she offers specific tactical ideas for how she would go about marketing a business or nursing program in light of COVID-19. You won't want to miss this exciting chat between Phoebe and Zach!
This is an episode of Mastering the Attention Economy Podcast with host Ari Lewis and Phoebe Bain. Phoebe Bain is a writer for Morning Brew covering the most important news in the marketing industry for Marketing Brew. She has a background in social media management and has previously written for Business Insider and Social Media Today, among others. We discuss how to curate links for a newsletter, dealing with imposter syndrome, maintaining The Morning Brew's voice, and how to build a newsletter from scratch. Follow Phoebe on Twitter: https://twitter.com/andjelicaaa Subscribe to the Marketing Brew Newsletter: https://www.morningbrew.com/marketing Follow Ari on Twitter: https://twitter.com/amlewis4 Follow Ari on Instagram: https://www.instagram.com/ari_lewis4/ Visit Ari's Site: http://arilewis.com/ Produced by Courtnie Lewis: https://www.courtnielewis.com Music by Mark Rhodes: https://open.spotify.com/artist/2F3QTcv7P4TxveL1tDeXmL?si=KEiZ9oB_TQyD_3ISQC8y-A
Jason Schulweis is the SVP, Head Partnerships at Morning Brew, a B2B media company that covers a wide variety of topics and has over 2M subscribers. He oversees the Revenue Org, consisting of Sales, Account Management, Integrated Marketing, Strategy/Operations and Copy/Creative. His team drives company revenue through native content campaigns that live on Morning Brew's network of media properties and platforms. Previously, Jason was at MediaLink as a Senior Vice President, focusing on marketing, sales and communications strategy. We go behind the scenes to talk about building a B2B media company and the launch of Marketing Brew.
The Instagram Stories - 7-9-20 - Phoebe Bain from Marketing Brew stops by to talk Influencer Marketing
The Instagram Stories - 7-9-20 - Phoebe Bain from Marketing Brew stops by to talk Influencer Marketing
© 2020-2025 Ivy Podcast Discovery LLC
