by Gavin Gaddis
Veritonic and Sounds Profitable have partnered to offer a free preview of Veritonic Instant Insights, a tool that evaluates audio and video ad creative before launch and returns awareness and intent signals across podcast, YouTube, CTV, social, and streaming, benchmarked against more than a decade of testing data and thousands of measured assets. The impetus, per Sounds Profitable Partner Bryan Barletta: video podcast players that allow dynamic switching between watch and listen modes mean every ad has to hold up regardless of how it's consumed, and the industry hasn't had a fast way to check that before a buy is placed. Veritonic built one. "From testing whether a video ad's audio can stand on its own to uncovering broader creative intelligence, Instant Insights delivers answers in minutes, not weeks," said Veritonic CEO Scott Simonelli.
A new joint study from Radiocentre, the Radio Advertising Bureau, and Commercial Radio & Audio Australia, spans 1,262 campaigns over 17 years. The report finds that including audio in a marketing mix delivers a 75% profit uplift, 81% increase in consumer trust, and 19% gain in customer acquisition. The research is radio-forward in its framing, but its scale offers some of the most durable quantitative backing for audio investment available, the kind of data podcast sellers can put in front of media planners who still need a business case for the channel.
Two of the largest prediction market platforms are moving into podcasting. Kalshi is partnering with Men in Blazers for Night Cup, a nightly World Cup recap hosted by Roger Bennett with a recurring segment called "Why Everyone Suddenly Believes," which uses Kalshi's real-time market data to track how public expectations shift after each match. Polymarket is going broader: What Are the Odds? is a weekly 15-minute pop culture show launching with Dear Media, featuring rotating hosts from The Toast, Not Skinny But Not Fat, and Absolutely Not. "Pop culture moves fast, and partnering with Polymarket gives our hosts a new way to engage with the stories," said Dear Media CEO Michael Bosstick.
…as for the rest of the news:
Speaker submissions for Podcast Movement NYC close in one week! Get your pitch in by June 30 to be in the running.
ADOPTER Media SVP of Client Services Adam McNeil shares a big takeaway he thinks more should focus on when reading Podscribe's latest Performance Benchmark.
Digiday covers Spotify’s moves to restructure its advertising business around automation and AI, positioning its programmatic tools as a competitive advantage to attract larger media budgets.
Podscribe is now an approved measurement partner on Amazon Ads DSP. Incrementality measurement is coming soon.
True Native Media has appointed Julia Amran as Director of Podcast Development.
Ausha and Edison Research analyzed UK's top 25 podcasts and found consistent patterns: titles around 20 characters, episode titles around 55 characters, Wednesday as the peak publishing day, and 30-60 minute episodes are the dominant format.
And from the beaches of Cannes Lions, four back-to-back Scalable podcast interviews were recorded at the Sounds Profitable-sponsored Little Black Book beachfront setting.
