Today in the Business of Podcasting
Podcasting’s Multiplatform Imperative by Steven Goldstein
In leading the business of podcasting course at NYU this semester, Steven Goldstein has found students are far more broad in how they consume podcasts. Instead of staying within the confines of one app, they’re watching short form clips on social media like TikTok, streaming full episodes on Spotify, and watching video versions on YouTube. Audience members with digital fluency blur the lines between forms of media and introduce the expectation of seamless access to content. An example of a format that fully recognized this and has successfully adapted is that of late-night talk shows. Fallon, Colbert, Meyers, all of the big names of late-night now both carve up their existing product to fit the format of social media platforms, and generate bespoke content in the spirit of the original show. Goldstein finds the true lesson is that relying on a single platform for distribution is no longer enough. In a world of digital fluency, multiplatform reach and understanding where your audience’s preferences lie is an essential skill. [Source]
Innovid study examines impact of measurement and optimization gaps across CTV campaigns by Antoinette Siu
The new report from ad measurement firm Innovid finds a noticeable disconnect when it comes to measurement and optimization for converged TV campaigns (campaigns including linear TV, digital, and streaming). 62.6% of advertisers surveyed say they measure performance on one platform but optimize the campaign in another, which can lead to not being able to act on data in real time and could cause poor ad performance. 66% of agency professionals surveyed also said they use separate platforms for converged TV. Three-fifths of advertisers said their converged TV campaign optimization falls short of expectations. The disconnect between measurement and optimization and need for more unified tools are not unique to podcasting. [Source]
Google’s Search Partner network comes under fire in research underlining brand safety vulnerabilities by Ronan Shields
New research from Adalytics takes a look at the Google Search Partner network and how a lack of transparency can lead to brand safety concerns. Adalytics researchers report having found GSP running ads for vodka on a Google-powered kid-friendly search engine, ads on sanctioned Iranian websites, and even a BMW ad on Breitbart’s internal search (for context: BMW and several other brands publicly disavowed the publication in 2017). Currently, Google Search Partner sites are included by default when running a campaign, and sources tell Digiday the process of opting out is cumbersome and doesn’t always work. Official documentation notes Google does not provide any details on which website an ad was displayed on in the search network. Transparency is a vital part of a healthy advertising ecosystem, and all corners of the industry would benefit from more of it. [Source]
Why Chili’s brought back its baby back ribs jingle by Alyssa Meyers
Chili’s has brought their baby back, baby back. The iconic 90s jingle advertising baby back ribs at Chili’s has been revived with a new rendition by Boyz II Men. A choic that, itself, is referential to the ubiquity of the jingle, as over the years an common misconception has formed that the NSYNC version of the jingle was Boyz II Men, leading to misguided fans regularly congratulating the group over the last 20 years. The I Want My Baby Back campaign re-affirms the power and longevity of sonic branding, as the campaign hit 1.5 billion media impressions in less than a week and became a trending hashtag on TikTok. [Source]
…as for the rest of the news: MediaPost reports the ad market has grown for its fourth consecutive quarter, the 2023 edition of Spotify Wrapped is here, Signal Hill Insights’ Jeff Vidler discusses what makes podcasts a unique ad medium, and we’ve got a bushel of Apple charts: Podnews has aggregated the top Apple Podcasts show around the world, and Adam Bowie breaks down the U.S. top Apple chart to compare it to similar rankings from other sources.
