According to an email sent to Megaphone publishers this morning, the platform is now IAB Podcast Measurement v.2.2 certified.
Europe’s podcast market — diverse trends and emerging opportunities by Phillippe Chapot
Chapot reflects on lessons learned while moderating a panel of experts from the Netherlands’ BNR, RTL+ in Germany, and perspectives from Triton Digital on the diversity, differences, and growing trends in Europe’s varied podcast markets. Podcasting is growing across the board, according to Triton Digital’s Daniel Karlsson. Freemium and subscription models remain chief monetization strategies in Germany, according to RTL+ SVP of content strategy Andrea Zuska. The diversity of different markets within Europe undermines the premise of trying to characterize an ‘average European listener.’ Podcasting skews older in Germany, and younger in the Netherlands. Each region necessitates different strategies.
Google has announced new updates to Performance Max. One change brings third-party brand safety tech for YouTube ad placements. While third party vendors will report if an ad ran in a brand-suitable environment, advertisers still won’t be able to see exactly which videos their ads ran on, or what the ad looked like. Which ultimately means the advertisers have to trust their vendor, YouTube, and the integration between the two. A sticking point for advertisers, and one podcasting is familiar with as the industry pushes for further transparency in every transaction. Transparency that buyers are demanding.
The Rundown: Despite the competition, why is everyone talking about YouTube? By Krystal Scanlon
In the world of television, YouTube is a relative newcomer and is up against competitors who have a slate of original content produced in-house. YouTube counters with an unmatched 2 billion monthly active users on the platform, the second-most visited site on the internet. And that presence is being leveraged towards CTV with YouTube TV. Meanwhile the company’s foray into short form content boasts between 1 to 3% click-through rate on ads, compared to .45% for TikTok ads and .24% CTR on longform YouTube.
…as for the rest of the news:
- Magellan AI CRO John Goforth has announced he is stepping down to a strategic advisor position at the company so he can return to his publishing roots.
- The IAB has a free webinar scheduled for August 27th titled Podcasting in the Creator Economy: Where Influence Drives Purpose
- Vogue publishes their favorite podcasts of 2024, stressing the industry’s diversity of content.
