Tomorrow the Sounds Profitable Educational Series is back with a look at podcasting’s News audience. Join in this Wednesday, February 26th at 2:00 p.m. EST for a live webinar featuring Tom Webster and Lamar Johnson, VP of Sponsorship Marketing at NPR’s sponsorship subsidiary National Public Media. Admission is free, register here today!
A look into the growing popularity of alternative measurement companies, which offer ways to track the impact of brand creative similarly to performance marketing. The piece breaks down various methods used by different companies, such as panel surveys and AI-powered tech. Companies like System1, EDO, and Extreme Reach anticipate increased CTV (connected television) investment driving more demand for their services, as premium video is – pardon the pun – at a premium.
Marketing Briefing: Inside the evolution of celebrity brand partnerships by Kristina Monllos
A look at how brands are shifting their perspective and engagement with celebrity deals as the creator economy evolves the public’s engagement with celebrities. While strategies will change based on which brand one speaks to, the classic celebrity endorsement deal circa 1990s campaigns is falling out of fashion in favor of more authentic campaigns. And when authenticity is the goal, podcasting’s the best port of call.
How YouTube Shorts revenue compares to long-form video revenue for creators by Alexander Lee
Digiday spoke to six YouTubers who traditionally focus on long-form content regarding their RPM (revenue per thousand views) since the launch of YouTube Shorts. Among the small sample of creators, RPMs for Shorts averaged under $0.20 USD compared to $3 and $6. A core strategy discussed is using longform videos as the ‘anchor’ while making either clips of the longer content or net-new related shortform content to act as sticky content that brings people back into the main videos. Which is to say: the advertising methodology used by video podcasters for years is firmly cemented within the Shorts ecosystem, benefitting both existing and new video podcasts trying to grow audiences on the platform.
As for the rest of the news…
- Denmark-based audio platform Podimo has announced the milestone of passing 1 million paid subscribers in their first five years of operation.
- This Thursday, Feb 27th, at 12:30p.m. EST Magellan AI will host a 15 minute webinar sharing key findings from their Q4 Podcast Advertising Quarterly Benchmark Report.
- Former Global COO of Wondery/AdsWizz CFO Jeanine Wright has joined the board of directors of Groundtruth, the latest provider to offer foot traffic attribution for audio ads.
- Podcast network Mercury has partnered with SoundCast to scale up their advertising capabilities, including a focus in the UK.
- iHeartMedia has entered into a multi-year partnership with the Government Communications Office of the State of Qatar to build a podcast studio, develop original podcasts, and produce Arabic-language adaptations of popular global podcasts.
