by Gavin Gaddis
CoHost & Quill VP of Marketing Alison Osborne has a new article for the Sounds Profitable thought leadership series. The world of business-to-business (B2B) marketing is growing. Podcasting needs to mature with it. Osborne argues that podcast measurement still answers outdated questions about “how many.” Download stats matter less now that B2B marketers care more about audience makeup, whether the right people are finding the show, and whether listeners are entering the funnel. They get firmographic data and repeat-consumer behavior from every other channel they advertise in; podcasting has to catch up.
Inside Audio Marketing interviews Acast CEO Greg Glenday.An Acast analysis of 170,000 brand mentions across 12,000 podcasts found that food podcasts accounted for less than 1% of conversations about food delivery companies, despite receiving around half of food delivery podcast ad spend. Glenday argues this points to a future in which audience behavior matters more than traditional assumptions about the best places to run ads. A listener hearing a Michelin-starred chef discuss cooking is less likely to be receptive to a food delivery ad than a busy parent listening to a parenting podcast.
Magellan AI spent two years developing its new attribution platform that can measure broadcast radio alongside podcasts and streaming audio. President of Measurement Jim Ballas tells Inside Audio Marketing the goal of the new platform is to get more people spending more on audio, not just radio. One early study found digital ads for an ecommerce computer retailer generated stronger response rates on a per-impression basis, but radio delivered substantially more total sales because of reach and scale. Like Tom Webster’s recent article on podcasting and radio’s lack of audience overlap among their strongest fans, Ballas says Magellan AI’s case studies show why all audio should be measured together.
…as for the rest of the news:
This Wednesday Coleman Insights, in partnership with Nova Entertainment, Pantheon Media, and Earbuds Podcast Collective, will host a webinar debuting new research into effective podcast trailers.
SiriusXM Media and AdsWizz have announced an expanded agreement with LiveRamp to power scalable identity solutions across programmatic audio.
SpotsNow has launched its “AI operating system for podcast advertising,” custom AI agents meant to automate repetitive work that bottlenecks network sales teams.
YouTube has launched a webseries with Little Dot Studios discussing the ins and outs of creator-brand partnerships.
Muck Rack has debuted podcast monitoring, allowing Standard and Premier users to set automated trackers and search 65,000+ English podcast transcripts.
Backyard Ventures is now the exclusive advertising representative for Piers Morgan’s Uncensored Network.
The Podcast Business Journal and Podnews Weekly Review have covered the recent dissolution of BIPOC Podcast Creators.
