Protecting Podcasts - To Ensure They Are Still Great For Creators, Advertisers And Listeners
24 May 2023
Ask The Experts
The podcast advertising space is changing…..CPMs are reducing as more advertisers flood the market. But this creates an interesting dilemma….as the podcast market has accelerated, the experience for the listener has evolved. Podcasts are celebrated as offering the most engaged listener but as more and more ads are being squeezed into shows, the connection between the individual brands and the audience is diminishing (although many find this very, very difficult to prove). And, the revenue that creators are able to generate isn’t really stacking up through pure programmatic. So how can brands harness this to demand more quality interactions with the audience? Working with podcast creators to create longer form content beyond host reads (or ensuring that the host reads are delivering engaging, authentic messages without the noise of too many other brands) is what will drive future success brands, creators and the listeners too.