Albeit from a much smaller base, the expansion of podcast promoting – up 26% YOY in 2022 to $1.8 billion – is outpacing the full on-line advert market, in accordance with the IAB.
Podcast advert income is about to hit roughly $4 billion by 2025, pushed largely by programmatic shopping for.
However there’s nonetheless some hesitancy amongst consumers searching for assurances about model security, appropriate contextual alignments, predictable supply patterns, measurement and viewers focusing on – all the standard stuff they want in place earlier than scaling their spend.
Podcast advertisers need instruments “that enable them to be ok with their programmatic buys,” says Lizzie Widhelm, SVP of advert monetization and B2B advertising at SXM Media, the gross sales group for Pandora guardian firm SiriusXM, talking on this week’s episode of AdExchanger Talks.
“It’s simply tougher with podcasting,” Widhelm says.
As a result of songs have set lyrics, it’s comparatively straightforward to find out whether or not streaming music audio content material is model secure and/or appropriate, after which to purchase a 15- or 30-second spot in a stream. Executed and performed.
However podcasts embrace unfiltered conversations, each episode is completely different, and there are far more advert format sorts, a few of that are embedded right into a present (like a stay host-read advert) and others that may be purchased programmatically and dynamically inserted.
“Discovering your viewers and understanding whether or not you need to be in hip-hop or nation and shopping for a 30-second advert could be very properly understood – the clear knowledge alerts exist,” Widhelm says. “While you leap into podcasting, there’s simply extra complexity.”
Additionally on this episode: The rationale behind SiriusXM’s current determination to close down Stitcher, easy methods to use artificial voices, AI-powered instruments for podcast monetization, refining viewers focusing on in audio and crusing as a metaphor for all times and enterprise.
