AdExchanger’s Optimizing the News covers Wall Street Journal reporting showing TV commercials cost four to five times more than YouTube ad campaigns, likely due to the gulf of difference between how much it costs to produce a TV show versus user-generated content. While YouTube is functioning as “television” for millions, to the point Netflix considers them TV competition, the wider advertising world still mentally files YouTube under Digital. An attention-versus-investment gulf podcasting knows all too well, historically.
Adelicious Formerly Merges with Audioboom
As part of the previously-announced merger last summer, today Adelicious formally has changed to operate under the Audioboom name. Now-Audioboom UK President Andrew Goldsmith writes about the team’s focus and how the Adelicious mentality continues forward as the team integrates into Audioboom’s larger group. Also, in a busy day for Audioboom, the company is also taking over global sales, distribution, and growth of popular true crime podcast RedHanded.
The BBC is giving production companies £600K to make digital-first content
Tuberfilter looks at a new project from the Beeb injecting funds into the UK media content creator ecosystem. The Digital Accelerator project has shortlisted 12 companies whose content pitches will eventually be narrowed down to four finalists who will receive funding and a nine month education and mentorship program geared towards creating successful content for the 16-to-24-year-old demographic.
Triton Digital® Launches New Podcast Metrics Industry Feature Set
Triton’s beefed up their existing Podcast Metrics offerings. The new Podcast Metrics Industry Feature Set is a suite of analytics tools designed to give publishers access to industry-level benchmarks, market share visibility, and audience composition details spread across 20 worldwide podcast markets. The Feature Set was given a proof-of-concept partner test by BBC Studios, which Commercial & Business Development Director for Audio Helen Pendlebury says increased their ability to monitor performance and “represents a meaningful advance for the entire podcasting community.”
As for the rest of the news…
- Continuing today’s unintentional theme of UK-based news: analyst Adam Bowie is back with his write-up on new RAJAR quarterly data (including 28% of the UK population being podcast listeners).
- The Hollywood Reporter interviews Spotify head of talk strategy Bill Simmons about their partnership with Netflix.
- Acast has announced a new partnership with Slate, in which they’ll be the exclusive sales and distribution partner for Slate’s podcast – forgive me – slate.
- Speaking of Acast, they have a new free download dubbed The Marketer’s Sports Podcast Game Plan 2026.
- The ability to listen to a YouTube video with one’s mobile device locked has been a Premium feature for quite a while, but recently the platform has locked down a free workaround involving watching videos in mobile browsers.
- Podstock has announced new sports partnerships ahead of this year’s biggest sporting events, including Goalhanger, Playmaker, On3 Media, and Sinclair’s AMP Sports.
