Just because you missed out on Podcast Movement Evolutions doesn’t mean you have to miss any insights. We’re breaking down the most pivotal tips, tricks, and insights from the event, which brings together and educates thousands of podcaster and podcast industry professionals each year.
This year was no different, with keynote speakers galore and exclusive networking events. Each topic at Evolutions focuses on the latest research, tools, technology, and leading-edge information that podcasters and professionals need to stay on top of their game.
Read some highlights from this year’s event below.
The Ad Bargain
Keynote speaker Tom Webster, Partner at Sounds Profitable, gave attendees a sneak peek of The Ad Bargain, a comparative study of how much consumers value their time and attention and how much podcasting drives actions.
Webster’s data was super informative and showed the power of podcast ads and how they outperform or are on par with other digital media.
For instance, 71% of podcast listeners are more willing to consider products and services after they learn about them in an audio ad, compared to other platforms like Instagram (69%) and streaming music (52%).
The Power of Context: Brand Safety, Measurement, and Verification in Podcasting
Maria Breza, Vice President of Data Platform Operations at AdsWizz, joined other industry leaders for a panel discussion on how the industry can bring more transparency to podcasting with brand safety and suitability verification solutions.
Other panelists included:
Bryan Barletta: Partner at Sounds Profitable (Moderator)Caleb Mansfield: VP, Partner Success at ArtsAI
Tamara Zubatiy: Co-Founder and CEO at Barometer
Key Takeaways
The Opportunity Gap in Podcast Advertising:
Although podcasting accounts for 31% of media consumption, it attracts less than 9% of advertising dollars, revealing a vast area (and need) for expansion.
From Show Sponsorships to Sophisticated Audience Targeting:
The podcast advertising industry faces scalability and brand safety challenges. Large brands are moving towards audience-based buying rather than specific show sponsorships, necessitating content verification for safety. This shift toward advanced audience targeting leverages cutting-edge content analysis tools and integrates CRM tools for precise targeting, moving beyond traditional sponsorships toward scalable and efficient advertising strategies.
Nuances of Brand Safety and Brand Suitability:
The panelists differentiated between brand safety (content unsuitable for any advertiser) and brand suitability (content that may or may not align with specific advertiser preferences), underscoring the importance of tools and standards that allow for nuanced content alignment and advertiser-specific targeting.
If you’re looking to promote your podcast for a reasonable price and have a quality brand suitability capability, check out AudioGO’s Brand Suitability targeting capabilities.
Real-Time Verification and Campaign Adjustment:
The discussion highlighted the critical role of real-time data in making campaign adjustments, underscoring that instant feedback mechanisms allow advertisers to refine their strategies according to performance metrics and content suitability, fostering a more dynamic and effective approach to podcast advertising.
“At Podcast Movement Evolutions, building buyers trust and balancing brand suitability were top of mind for presenters and attendees. Podcasters understand that these are no longer nice-to-haves, but rather table stakes for a show or network to grow and succeed in today’s modern podcast ecosystem.” -Justine Benjamin, Head of Global Marketing
Until Next Year
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