Simplecast by AdsWizz and AdsWizz held key sponsorship roles at this year’s Podcast Movement, offering exclusive networking opportunities and intimate podcast interviews with industry pros like David González, CEO and Co-Founder of Genuina Media. Veritone One marketers Maggie Beyer, Associate Director, Digital Media, and Patrick Kolling, Senior Media Buyer, were also included in a duo interview, pictured below:
[Beyer and Kolling being interviewed by Justine Benjamin, Senior Director of Global Marketing, in the AdsWizz x SiriusXM Media Booth]
During the four-day event in Washington, D.C., podcast industry leaders met to discuss the driving forces behind the surge in popular podcast genres, highlight the cutting-edge technologies and strategies fueling audience and revenue growth. They also shared what they see for the future of podcasting.
Since we’re never one to gatekeep valuable insights, here’s our recap of a comprehensive session entitled, “Big Genres, Big Growth: Hear How Podcasters Across Multicultural, Sports, and Entertainment Are Adopting Technology for Gain,” featuring:
- (Moderator) Anne Frisbie, SVP, Global Business Development, AdsWizz
- Hernan Garcia, Director, Podcast Development, Uforia, TelevisaUnivision
- Carl Weinstein, Chief Operating Officer, Locked on Podcast Network
- Tariq Basraoui, CEO & Co-Founder, Big Pond Podcasts
The Ever-Changing World of Monetization
The landscape of podcast monetization is changing rapidly. While direct response (DR) advertising remains vital, there’s a growing focus on other means, like sponsorships, dynamic ad insertion (DAI)/programmatic ads, and network run-of-network (RON) ads.
Weinstein commented on the resurgence of DR in particular: "We're seeing an evolution back to DR shops—they offer more flexibility for testing, tracking, and attribution as video becomes more significant."
The discussion also highlighted the enduring appeal of host-read baked-in ads, with Basraoui and Weinstein emphasizing how this format enables organic authenticity. An authentic podcast host’s voice can be utilized to establish an intimate and relatable connection with the audience.
Looking for an example of a great host-read IRL? Conan O'Brien's LUXE Bidet ad. It’s the perfect balance between humor and branding.
How Technological Shifts Impact Targeting
Panelists discussed the advancements in ad targeting, with Garcia highlighting the importance of precise targeting for location-specific, Spanish-language shows. Weinstein elaborated on how the Locked On network uses daily podcasts focused on sports teams to drive engagement, leveraging AdsWizz’s sports collection to expand its network’s reach.
Relevant ads make for better listening experiences (and higher conversions), so enhanced ad-targeting functionalities are a must. If you’re struggling with where to start, check out Simplecast Professional. It includes intuitive ways to utilize ad targeting parameters, including behavioral, contextual, location, and more.
Don’t just take it from us, though. Sea-Doo won the AdExchanger Award for Innovation in Audio Advertising using our targeting capabilities:
Let's Chat iOS 17
The panel’s discussion of tech changes wouldn’t have been complete without discussing iOS 17. The biggest update includes the removal of tracking parameters, which can affect how podcast episodes are downloaded on mobile and, thus, listener measurement.
Garcia noted its challenges, while Weinstein "...saw it as a positive shift that enhances ROI, delivering more accurate audience metrics.” Basraoui mentioned that these changes prompted a reevaluation of growth strategies, challenging them to consider the true sources of growth.
If you’re feeling unsettled about the change, rely on platforms like Simplecast Professional, which provides custom revenue performance data. Did we mention it also includes an analytics dashboard with real-time reporting?
Podcast Trends on The Horizon
Panelists shared key trends to watch, like video integration with audio RSS. Garcia highlighted the potential for video content among Spanish-speaking communities, which isn’t surprising, seeing that 91% of Hispanic adults in the U.S. watch online videos. Basraoui spoke about the growing opportunities in video monetization beyond traditional platforms.
AI was another focal point, with Weinstein revealing that he is “aggressively investing in the AI space to optimize business operations, from social media to SEO.”
[Moderator Anne Frisbe, SVP, Global Business Development, AdsWizz]
The Future of Podcasting
It’s clear that while content remains king, the real growth in podcasting comes from the smart application of technology and evolving strategies. As the industry continues to innovate, podcasters who can effectively tackle these tools will drive the next wave of podcasting success—and listeners.
Want to learn more about podcast trends, innovation, and monetization? Check out our guide, From Passion to Profit: Your Guide to Simplecast Professional, which walks you through all the high-level features Simplecast Professional offers.