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The Rundown: Podcast production companies and platforms pitch diverse audiences and ad targeting improvements at IAB’s Podcast Upfront


Enhancements in podcast advert know-how, in addition to the varied audiences and creators within the audio area, had been the focuses of the Interactive Promoting Bureau’s three-day Podcast Upfront this week, which wrapped on Might 12.

  • The IAB forecasted podcast advert income to surpass $2 billion in 2022.
  • The podcast trade is totally embracing dynamically-inserted adverts.
  • However, some podcast corporations touted the advantages of longer-form branded advert segments.
  • Machine studying may also help advertisers goal particular content material and conversations in podcast episodes.
  • Upcoming programming being pitched to patrons ranged from true crime to comedy.
  • Trade execs touted the range of content material, creators and audiences in podcasting — and the necessity for advertisers to again them up financially.

Podcast advert spend continues to develop

On Monday, the IAB launched its annual U.S. Podcast Promoting Income examine, which discovered:

  • Revenues elevated 72% yr over yr to $1.4 billion in 2021.
  • The IAB forecasted podcast advert spending to exceed $2 billion in 2022 and nearly triple by 2024 to over $4 billion.
  • Pre-roll promoting elevated its share of podcast advert income to 32% in 2021, from 22% in 2020.
  • The share of podcast advert income served by way of dynamic advert insertion (DAI) — i.e. adverts inserted on the time a podcast is downloaded or streamed, versus “burned-in” or “baked-in” adverts, that are embedded within the podcast file and a part of the episode’s content material — has nearly doubled in two years to 84%.
  • Each host-read and announcer-read adverts are largely being served by way of DAI (84% and 85%, respectively). 
  • Announcer-read adverts grew its share of advert income to 40% from 35% in 2020.

The trade totally embraces DAI

With the trade rapidly shifting to DAI, extra advertisers are transferring into the podcast medium as a result of they’ll use the identical information they’ve to focus on their desired audiences on social and related TV, for instance, and apply that to their audio technique, mentioned André Swanston, svp of the media and leisure vertical at credit score reporting company TransUnion, throughout a panel dialog on Wednesday’s occasion (versus an embedded advert, the place each listener hears the identical advert no matter who or the place they’re). TransUnion, it must be famous, is a supplier of that information. Acast, which claims it invested dynamic advert insertion again in 2014, touted its DAI tech and programmatic advert arm throughout its presentation.

DAI has additionally helped to open up podcast promoting to extra classes, mentioned Eric John, vp of the IAB Media Middle, on Tuesday. In the identical panel with Swanston, Ken Lagana, evp of digital gross sales at audio firm Audacy, mentioned the pliability of with the ability to “put [dynamically-inserted ads] up and take them down in intervals which are vital” has opened up the podcast medium to advertisers in classes like automotive and for these selling TV exhibits or promoting tickets (the humanities, leisure & media class in IAB’s report grew from 9% to 11% yr over yr — auto grew from 2% to 4%). 

Longer-form branded advert segments

However, not everyone seems to be behind the speedy adoption of dynamically inserted adverts. Throughout Wednesday’s panel, Gary Coichy, founder and CEO at multicultural podcast community Pod Digital Media, argued embedded adverts permit hosts to share their private connection to the advertiser’s model, which has led to excessive model elevate in research performed by his firm up to now yr.

“I personally am actually not a fan of the dynamically inserted adverts being dropped into podcasts. I’m not there but, however perhaps I’ll get there sooner or later,” Coichy mentioned. 

“We’re beginning to actually steer away from pre-recorded property within the 15-second pre-rolls and the six-second mid-roll,” Coichy mentioned. “What we began creating is 2 to 3 minute segments inside every present, and actually creating these customized moments inside every episode.”

Slate additionally appeared to double down on extra longer-form, customized advert segments, moderately than the shorter pre-roll or mid-roll codecs. Lily Butler, director of artistic technique at Slate, instructed advertisers at IAB’s Podcast Upfront concerning the writer’s “branded mini options,” that are 60- to 90-second segments she described as “totally customized, extremely produced micro-documentaries that run within the center spots” of Slate’s podcasts. A podcast host may arrange a “pre-roll tease spot,” which may sign to listeners that the mini-feature from the model is developing later within the episode. These longer-form customized segments have “outperformed” typical host-read adverts, Butler mentioned, although she didn’t present particular stats to show this throughout Slate’s presentation.

“Spots and dots are finished,” Coichy mentioned throughout Pod Digital Media’s presentation on Thursday.

Concentrate on variety, and worldwide/multi-language podcasts

A lot of the latter two days of the Podcast Upfront highlighted the range of creators, manufacturing corporations and programming within the audio area.

Coichy mentioned manufacturers more and more trying to “allocate [their] {dollars} towards the minority-owned, minority-operated firm” has led to 40% income progress at Pod Digital Media yr over yr.

SXM pointed to current partnerships with Latino podcast community Pitaya and Spanish-language podcast community Revolver. Wondery mentioned its common podcast “Dr. Demise” has been translated into 11 languages, and its first authentic podcast sequence for the U.Ok., “British Scandal.”

On the final day of the occasion, Uforia, the Spanish-language audio community owned by TelevisaUnivision; Black podcast networks Pod Digital Media and Mocha Podcasts Community; and Asian-American podcast “They Name Us Bruce” introduced their current and upcoming podcast slates for Black, Asian American and Spanish-speaking and Latinx listeners.

A panel dialogue on how manufacturers can embrace multicultural podcast creators urged advertisers to kind longer-term relationships with numerous communities, moderately than round tentpole moments like Black Historical past Month, Ladies’s Historical past Month or Pleasure, for instance.

“Budgets are coming in a bit extra… However we’re nonetheless seeing varied conditions the place people wish to align with a sure endemic month,” mentioned Shantae Howell, artistic director, Americas at Acast. 

“It units off the indicators of: how are you supporting these communities all year long? Is that this for you a second in time? As a result of these are individuals’s lived experiences. So once we are packaging up completely different applications we’re fascinated by ensuring that… we are able to create a long-standing partnership that basically sticks with podcasters and grows over time as you’re rising that affinity with the viewers,” she mentioned.

Machine studying in audio

One other space of podcast advert tech improvement spotlighted throughout IAB’s occasion was machine studying. Conal Byrne, CEO of iHeartMedia Digital Audio Group, pointed to a deal introduced in February with audio intelligence firm Sounder. By integrating Sounder’s AI and machine studying instruments into iHeart’s gross sales platform, advertisers can examine content material towards IAB’s model security requirements in addition to extra successfully place adverts in new and numerous podcasts in iHeart’s community, in line with the corporate. Machine studying can course of speech to textual content and key phrase tag podcast episodes “to make sure they’re model secure” for entrepreneurs’ campaigns, Byrne mentioned. 

Digital audio advert tech firm AdsWizz talked about its AI transcription concentrating on device launched in 2020, which may goal adverts primarily based on transcripts of the podcasts as nicely. Thus far, it’s analyzed almost 5 million podcast present transcriptions, in line with the corporate’s presentation.

As for machine studying at podcast analytics and advert platform Backtracks, CTO and co-founder Kevin Wright mentioned the corporate’s tech has listed all English-language podcasts – over 35 million episodes – to supply transcriptions on what the audio is about and tags them by subjects and key phrases to supply advertisers with analytics, which can be utilized for search engine marketing, discovery (for locating podcasts on particular subjects) and model security, Wright mentioned.

Podcast internet hosting and monetization platform Acast’s presentation touted the launch of its conversational concentrating on device, which permits advertisers to focus on podcast conversations on the episode degree. For instance, should you’re a meals dwelling supply service and wish to goal podcast listeners, you possibly can goal particular person episodes of podcasts the place a bunch discusses what they’re having for dinner, or their love of cooking – however not essentially in podcasts that may historically fall below the “meals” class, in line with the presentation. A meals dwelling supply service would possibly seem on a sports activities, magnificence or interview podcast present round a related dialog taking place in that episode. 

Upcoming programming

NPR pitched its new, short-form weekly comedy present “Everybody & Their Mother,” which debuted in February and is hosted by Emma Choi. 

WBUR introduced up three new podcasts: “Nice Job Everybody,” a game-inspired, climate-focused podcast the place listeners can affect the outcomes; “Captured,” a couple of plot to take over the EPA; and “Past All Restore” a couple of chilly case.

iHeart targeted on its offers with the NFL and NBA to create audio content material, in addition to a cope with Paramount to co-produce a dozen exhibits collectively, together with “The Day by day Present with Trevor Noah: Ears Version” and the upcoming “RuPaul’s Drag Race” podcast. iHeart’s presentation additionally introduced up an upcoming slate of exhibits coming this summer time from LGBTQ+ podcast creators and eight new exhibits coming from younger podcasters in underrepresented teams, a part of its Subsequent Up program.

Sony spotlighted new seasons from current franchises, akin to “Fringe Community: Alien State” and “Chameleon: Season 4,” and upcoming exhibits like “Defining Diego” and “Hill Loopy.”

Vox Media needs to launch extra episodes of “Legal” every month this yr, in addition to extra episodes of “This Is Love.” “We even have plans for 2 serialized tales that we hope to have the ability to announce quickly,” mentioned Phoebe Decide, host of “Legal” and “This Is Love,” and co-founder of podcast manufacturing studio Legal Productions, which Vox Media acquired final yr. Vox additionally introduced NPR alum Sam Sanders will quickly launch a tradition podcast at Vulture.

Locked On, Tenga’s sports activities podcast community, introduced a brand new lineup of day by day, dwelling workforce sports activities podcasts, referred to as “Hometown Sports activities.”

And Wondery spotlighted a couple of new exhibits coming later this yr, together with “Fed Up,” hosted by Casey Wilson; “Daphne,” a brand new true crime sequence a couple of small island neighborhood; and “Stolen Hearts,” a real story about how a feminine police sergeant fell in love with a British financial institution robber.



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