podcast advertising

Attribution measurement is still a mess; video podcasting struggles with effective advertising; and NIL deals are taking off for student athletes.

Take a moment to think about how your day sounds. Maybe you start with the sound of your alarm, followed by a quick news briefing from your smart speaker while you scroll through emails. Your favorite podcast keeps you company during your commute. Your to-go playlist helps you get in the zone at the gym.

Häagen-Dazs launched its new “Slow” campaign earlier this year, hoping to strike a chord with a diverse array of consumers across platforms.

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.

Brands need more automated tools for buying podcast ads at scale, says Publicis Groupe. Now, Barometer will provide brand safety rankings for all of Acast’s podcast inventory to assist pre-campaign planning.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod One Out Podcast advertising is in a tough spot. Although ad sellers are cautiously optimistic about 2024, as more listeners tune in and programmatic audio grows (albeit slowly), podcast advertising overall has been stuck in first gear for years, Digiday reports. What […]

Years ago, as the tide turned against top digital publishers like BuzzFeed, Vice and HuffPost, there was a minor renaissance of small or one-person publishers with a podcast and newsletter. Now comes the hard part: Proving it was the right move.

The dynamic creative company A Million Ads, which focuses on the audio market, launched a new personalization product Wednesday that changes creative elements like voice, sound effects and companion images based on who the customer is.

Spotify is all about audio, obviously. But video advertising is a strategic priority for the audio streaming service. Emma Vaughn, Spotify’s senior director of advertising business development and partnerships, explains why.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Listening Ears Hear that? It’s the sound of TikTok doing the podcasting thing. Insider reports that TikTok is testing a new “Podcasts” feature that allows users to continue listening to a program while TikTok runs in the background. Typically, leaving the app automatically pauses […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Take It To The Max Google’s Performance Max is a black box that uses automation to serve ads across the Google portfolio, and there’s no arguing that it’s a powerful tool. But PMax also invites tinfoil hat theories about how Google might be serving […]

In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Podcast To Cart  Podcast advertising is plagued by measurement challenges. For example, there’s nothing to click or optimize.  But marketers still like the channel for its intimacy and because podcasts are starting to pop in attribution reports. Ecommerce retailer Uncommon Goods spent $2.8 million […]

Podcast listeners bear a striking resemblance to CTV audiences. The majority (62%) of weekly podcast listeners regularly stream ad-supported content, according to research from Acast, a podcast monetization and distribution platform.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Up Anchor Podcast advertising is in growth-stage purgatory. Consumption numbers are on the up-and-up … but monetization hasn’t followed. Most podcasts were originally distributed across platforms in a centralized way, so there was a strong proposition for ad tech that could serve campaigns across […]

As an advertising vehicle, podcasts have yet to reach their full potential due to a limited array of formats and a relatively small amount of inventory. To take full advantage of ad monetization, the podcasting industry will need to “rip up its playbook,” writes Paul Kelly, Chief Revenue Officer of A Million Ads. But there are ways the industry can bring podcasting revenue to its full potential.

The NewFronts are old news. Now it’s all about the upfronts, which are old. But don’t forget about the podcast upfronts, which are newer than the NewFronts but named after the TV oldfronts … or upfronts. Okay. Now that we’ve cleared that up, tune in for frontline reporting from the upfronts (TV and podcast varieties).

Podcast ad revenue in the US cracked $1 billion for the first time last year, due in large part to the rise of dynamic ad insertion (DAI). At $1.4 billion – up 72% from roughly $840 million in 2020 – podcasting is now one of the fastest-growing digital media channels, and it’s growing twice as fast as the internet advertising market as a whole, according to a report on podcast ad revenue released by the IAB and PricewaterhouseCoopers on Monday.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Addressable Mouse-holds Ads are coming to Disney+. After an unconfirmed report in The Information late last week, Disney said on Friday it does intend to introduce an ad-supported tier for Disney to accompany its ad-free subscription. Ads will roll out in the US later […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Card-Carrying Commerce Advertisers have a new card to play in the push for interactivity and accountability in audio advertising. Spotify announced a new commerce-focused ad unit called (wait for it) Call-to-Action or CTA Cards. This new format inserts a clickable display ad into […]

An Axe To Grindr Norway’s data protection authority (DPA) fined Grindr $7 million for GDPR violations. The Norwegian watchdog says Grindr passed data to third parties without consent, and that it shared data on sexual orientation, which is prohibited regardless. The full text is worth reading.  Grindr, an LGBTQ dating app, objected on the grounds […]

Podcast discovery can be as challenging for advertisers as it is for consumers. “It’s a mass reach vehicle, but the targeting and anti-targeting that advertisers can do in podcasts has been very manual in nature,” said Claire Fanning, VP of ad innovation strategy at SXM Media, the newly launched unified sales team that combines Pandora, […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Sonia Jain, senior manager of custom research for The New York Times. It’s time to stop overlooking the most obvious place to invest ad dollars in 2021: audio. In our search for comfort, information and […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Podcasting Pays Podcast advertising is set to grow as much in the next two years as it did in the past decade. That’s according to new research prepared for the IAB by PwC diving into 2020 podcast ad revenue. During the fourth quarter of […]

After spending $4 billion combined to acquire Pandora in 2018 and Stitcher last year, SiriusXM’s podcast strategy is starting to crystallize. This week, in conjunction with the IAB’s Podcast Upfront event, SiriusXM Holdings reorganized into a cross-platform ad sales team that combines SiriusXM, Pandora and Stitcher. The new unit, which is operating under the name […]

Radio giant iHeartMedia launched a private marketplace on Wednesday specifically for podcasts. It’s a bid to woo more advertisers to the medium with multiple targeting options and familiar buying tools. The PMP was built using technology iHeart acquired through its purchase of programmatic podcast and analytics platform Voxnest in October. There are three primary deal […]

And the beat goes on. iHeartMedia acquired programmatic audio marketplace Triton Digital from EW Scripps for $230 million on Wednesday, its second acquisition of a podcast tech company in less than four months. In late October, iHeart bought Voxnest, an audio technology company that provides analytics and programmatic advertising tools for publishers. The year before, […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Zack Zalon, CEO and co-founder of Super Hi-Fi. Audio advertising is stuck in a time warp. There have been no meaningful changes to speak of over the past ten years. In […]

Spotify is acquiring podcast monetization and publishing platform Megaphone from its parent company, Graham Holdings, in a deal reportedly worth $235 million. The acquisition, announced Tuesday, underscores the streaming audio platform’s ongoing big bet on programmatic and is only the latest in a series of moves Spotify has made to support its growing podcast platform. […]

Like the little engine that could, digital and programmatic ad spend will do better than expected in the second half of the year and beyond. According to revised stats from eMarketer, United States digital display spending will grow by almost 10% this year (vs. a prediction over the summer of just 6.2% growth), while overall […]