Whats up and welcome to 2022. It stays winter, y’all. I haven’t seen the solar in seemingly weeks, however we’re pushing by, surviving on podcast information for heat and cheeriness.
Now, let’s get to the information. There’s not a ton to debate at the moment, however I do have a brand new report that I’m excited to share with you all. Let’s begin there.
EXCLUSIVE: Podcast advertisements gone mistaken
This morning, I revealed a narrative on The TechMac concerning the ongoing push to make programmatic promoting work in podcasting and the struggles podcasters are already experiencing. The thought behind the transition is to permit advertisers to simply and mechanically bid on podcast advert stock and have these advertisements focused in opposition to particular audiences. This is the reason we’ve seen podcast platforms not solely purchase up promoting and internet hosting platforms, like Amazon with Art19 and Spotify with Megaphone, but in addition ink offers with podcasters for the unique rights to promote advertisements in opposition to their programming. To make this work, platforms not solely want numerous advertisers but in addition numerous podcast stock.
That’s just one a part of the problem, nevertheless. The second, and sure the tougher one, is getting podcasters comfy with the concept that software program will insert advertisements into their exhibits with out their expressed okay for every particular person advert. That is particularly difficult in podcasting as a result of it has historically been an trade the place the viewers appreciates the advertisements they hear and takes motion due to them. (I’m certain some people would even argue that is the “magic” of podcasting and a vital promoting level.)
All this context leads us to my story, which highlights just a few conditions through which advertisements confirmed up in locations they shouldn’t have. A science podcast, for instance, acquired advertisements for oil corporations, regardless of blocking these classes. In the meantime, American Public Media completely disabled programmatic from its youngsters’s programming after an incident through which an advert for The Intercourse Lives of School Ladies was inserted. Each of those points come right down to miscategorization, or advertisements being categorized below one catchall style that both is inaccurate or not strong sufficient. Within the case of Intercourse Lives of School Ladies, for instance, the advert was categorized below “tv” however might have include some type of score or mature label to forestall this precise state of affairs.
In each incidents, Spotify powered the advertisements. I reached out for clarification on how the platform classifies advertisements, in addition to what it’s doing to forestall conditions like these shifting ahead and have but to listen to again. Nonetheless, Spotify has been probably the most vocal about its strikes into podcast promoting and presumably wants programmatic to work so as to earn a living again on all its audio investments.
I’ve questions, although, following this reporting. For one, does the trade need to transfer towards a programmatic future? Is getting away from customized host-read advertisements the very best transfer? Can podcast advertisements develop into automated whereas sustaining a high-quality bar? Will audiences quickly be taught to tune out podcast advertisements, like they do with TV advertisements, radio advertisements, and internet advertisements?
I don’t have the solutions, although I do have my ideas, most of which is sure, the trade, with trade being outlined as large corporations, needs this, as long as it isn’t a requirement for smaller exhibits to take part, however that it’s going to include a sacrifice of viewers engagement. I believe we’ll additionally find yourself in a world with no skip button. Some intrepid platform may make its promoting level the flexibility to skip advertisements, although, and whereas I’m considering far down the road, these selections are what the trade is constructing towards.
Phew, that was a protracted one. I simply have just a few extra bullet level information notes to say, principally stuff we couldn’t shout out earlier than the vacation. Beginning with some ad-centric information.
SiriusXM indicators content material growth and advert gross sales take care of Tom Segura’s YMH Studios
SiriusXM retains on making offers. This time, it’s signed one with comedians Tom Segura and Christina P for his or her YMH Studios. The 2 corporations will work on creating new content material, the content material will go ad-free inside Stitcher Premium, and Sirius retains unique world advert gross sales rights. This follows Sirius’ offers with The Final Podcast on the Left, Audiochuck, and 99% Invisible, amongst others. It’s all concerning the advert gross sales, child!
Deadline profiles ICM’s Caroline Edwards, specializing in “activism and advocacy” content material
Earlier than Christmas, heh sorry for the delay, Deadline profiled ICM’s director of podcast initiatives Caroline Edwards. The piece principally entails Edwards taking inventory of the trade up till now and providing us some thought of what she and the workforce are specializing in in 2022. They’re taking a look at “numerous voices,” youngsters’s programming, and politics — particularly advocacy and activism.
“I’m actually enthusiastic about mentioning, cultivating, and supporting this subsequent technology of individuals speaking about what’s occurring in our world and what we will do about it. They’re not the best gross sales, however 2020 was all concerning the movie star present, and the fallout from that isn’t all of them are hits, so we have to concentrate on people who find themselves native to this medium. Folks at the moment are taking a look at people who find themselves simply genuinely good [at podcasting],” she says.
Right here we’re with advert gross sales once more :’)
Spotify’s chief authorized officer and head of world affairs leaves for Disney
A small be aware right here however Horacio Gutierrez, Spotify’s chief authorized workplace and head of world affairs, is leaving for Disney, the place he’ll be senior govt VP, normal counsel, and secretary. Many phrases, one title. He’ll take over that function on February 1st. Gutierrez principally confirmed up in our world as the first spokesperson for Spotify’s battle in opposition to Apple. My editor-in-chief Nilay Patel interviewed him for Decoder in June, throughout which Gutierrez argued Apple not solely acts as a monopoly however is “unfair” and deserving of presidency regulation.
That’s all, people. I hope the podcast information gods will bless us with extra this week as a result of we’ll be again Thursday and Friday for you Insider subscribers. For the free people, we’ll see you once more Tuesday. Bye-bye!