Aligning Return on Intention (ROI) with Return on Investment (ROI) Through Brand Integrity For Podcast Advertising
24 May 2023
Ask The Experts
Today, when advertisers buy ads across podcast networks, they have limited capacity to enforce their preferences & standards for placements. Brand safety and suitability in podcasting are extremely complex because of the scale of the inventory (literally millions of active podcasts with new episodes released daily), and because of the need to consider both the context of the content and alignment with the host. Tamara Zubatiy, and Founder and CEO of Barometer, will discuss the intricacies of podcast advertising and the path for the emerging channel to reach the maturity of CTV or display. Attendees will learn: The failures of censorious keywords-based approaches (ie: defunding news) and the opportunity for contextual solutions. The challenges of uniting a fragmented content ecosystem through transparency The reality of advertisers' nuanced preferences The impact of hosts on brand suitability in the age of the omnichannel creator economy.