Kamala Harrisās Podcast Strategy Fell Way Short of Trumpās by Ashley Carman
A section of Carmanās Soundbite newsletter is dedicated to key data points from the massive multi-reporter article covering 2024ās presidential āpodcast election.ā A big one being the raw view count difference, with YouTube video podcast episodes featuring Trump reaching 113.6 million views while Harris racked up 6.8. A big part of this gulf is Trump appearing on Rogan, while Harrisā campaign could not lock down a viable recording date (as detailed on Pod Save America). Carmen also notes Harris only appeared on one Spotify top ten charting podcast during the campaign, while Trump appeared on four.
Analysts Predict Podcasting Will Become 2025ās Digital Audio Growth Engine
The latest Kagan report from S&P Global Market Intelligence predicts the yearās media trends, with an estimation that podcasting will account for 15.9% of total U.S. online ad revenue by 2034. In the more short-term, S&P Global anticipates podcasting will continue growth due to increased advertiser interest, improved ad tech, and platforms upping efficiency and targeting capabilities.
Why the Sundance Film Festival is becoming more important for marketers
Interest in brand marketing has increased in recent years, making events like Sundance that bring together tons of creators in one spot all the more attractive. Marketers have more chance to meet new and upcoming creators with which to forge working relationships. It also benefits from the Brand Storytelling conference that takes place in Park City alongside Sundance, putting more marketers in town at the right time.
Innovations in audio investment and activation may rejuvenate a moribund sector by Michael BĆ¼rgi
A new ruling from the FTC at the end of last year that went into effect this month shakes things up for radio advertisers, as broadcasters can now break up market-wide signals into zones, allowing for hyper-localized messages in areas that used to share one large āzoneā encompassing the broadcasterās entire area. And hyper-local targeting can have a sizable impact on ad recall, as Pete Jimison of Frequency detailed with the results of a test campaign run on Australian radio for McDonalds using creatives that incorporated recent sports scores into the ad read. The personalized ads saw a 38% boost in recall over industry benchmarks.
AI and Identity: Unlocking the future of podcast ad targeting By Josh Yamuder
A piece reflecting on how audio mediums can best attract new advertisers. As Edison and Pew research demonstrates, podcast advertising works, but some advertisers remain wary about interfacing with long-tail podcasts that require time investments to vet sizable backlogs. AI tools such as Sounderās brand safety checker, which analyzes podcast transcripts to ensure they contain brand-safe content, could make it easier for advertisers to hop on the bandwagon and see for themselves how effective podcast advertising can be.
As for the rest of the news…
- Voxtopica is holding a virtual AMA on podcast production on Tuesday, February 11, from 3:00 to 4:00 pm ET
- UK podcast publisher Immediate has has joined Adeliciousā network
- MediaWorks has been tapped as sales representative for the SiriusXM Podcast Network in New Zealand
- BBCās F1: Back At Base has returned for season two
- James Cridland of Podnews breaks down how Apple Podcasts in China works, and what creators need to do to join the market
- Spotify has introduced the Creator Milestone Award for podcasts that reach certain streaming thresholds on Spotify
- PodX Group has launched the new studio Filt Nordics to continue producing shows in the Nordic region
