Podcasting: The Most Versatile Medium by Tom Webster
To mark the release of The Advertising Landscape, Sounds Profitable’s latest flagship study, Webster focuses on one particular slide demonstrating audience behavior: responses to the question “in the past month, how have you consumed New Heights with Jason and Travis Kelce? Overall, the responses are fairly balanced: 33% listen primarily to audio (12% exclusively to audio), 38% primarily watch via video (13% exclusively), and 29% consume equally across both formats. In this way, audience behavior creates unique opportunities in podcasting. A brand’s message can follow consumers seamlessly across multiple media formats by buying on a podcast, generating multiple touchpoints without buying multiple campaigns. In an ever-fragmenting world, podcasts aren’t just an option, they’re – as Webster says – a multitool in a world of one-trick ponies.
CTV Advertising Faces a Transparency Reckoning, Says Rain’s Director Nyurenberg
In an interview with Beet.tv, Nyurenberg says the growing popularity of CTV (connected TV) also increases the frustration brands have with the lack of transparency. More advertisers outside the big early-adopter brands are getting into the field, and finding they don’t have visibility into what channels, shows, or even networks they’re getting when they buy on CTV. Podcasting veterans will recall a day when similar arguments were being made about our industry. There are few unique problems under the advertising sun, and the industry’s teething troubles were not unique to podcasting.
Meghan Markle is on ShopMy. Is everyone next? By Katie Hicks
Posting a referral link in one’s profile bio is so commonplace, the Duchess of Sussex is doing it. ShopMy co-founder Tiffany Lopinsky tells Marketing Brew over $50 million worth of products are sold via content creators’ ShopMy affiliate links every month. While affiliate marketing is as old as the internet – try finding a successful YouTube video from the past decade without at least one affiliate link in the description – the ubiquity of “link in bio” behavior is a net positive for podcasting. Direct to consumer marketing was podcasting’s bread and butter for years and still is a significant part of the industry. Having multiple generations of social media users trained to click through to a related bio or page to use an affiliate link is also training them to click through to the ever-popular link-the-the-show-notes.
Twice a week we highlight people working in the business of podcasting. Today’s edition features Odile Beniflah, Head of US at Ausha. Beniflah is a vocal supporter of podcast surveys that help podcasters understand and engage with their audiences. An area for growth in podcasting she would like to see met is a search engine for audio. Learn more about Beniflah in the full interview, available now on Sounds Profitable.
As for the rest of the news…
- Media industry veteran Lisa Waks is now EVP, Business Development and Partnerships for Adlarge & the fwd. network.
- Lemonada Media has announced a partnership with comedian Hasan Minhaj‘s podcast Hasan Minhaj Doesn’t Know, overseeing advertising sales and distribution.
- With the growing popularity of events and live streams as value-adds for content creators, Patreon is getting in on the action with a direct-to-fan live video feature to allow streaming to both paid and free followers on the platform.
