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These 3 factors are holding back podcast monetization – TechCrunch

Learn half 1 of this article, Podcast advertising has a business intelligence gap, on PJDM.


Podcast promoting progress is inhibited by three main components:

  • Lack of macro distribution, consumption and viewers knowledge.
  • Present strategies of conversion monitoring.
  • Concept of a “playbook” for podcast efficiency advertising and marketing.

Due to these limiting components, it’s presently extra of an artwork than a science to piece disparate knowledge from a number of sources, companies, businesses and advertisers, right into a considerably conclusive argument to manufacturers as to why they need to put money into podcast promoting.

1. Lack of macro distribution, consumption and viewers knowledge

There have been a number of assets that launched updates based mostly on what they noticed by way of consumption when COVID-19 hit. Internet hosting platforms, publishers and third-party monitoring platforms all put out their finest guesses as to what was occurring. Advertisers’ personal podcast listening habits had been upended as a consequence of lockdowns; they needed to know the way broader adjustments in listening habits had been affecting their campaigns. Have been downloads going up, down or staying the identical? What was occurring with sports activities podcasts, with out sports activities?

At Proper Facet Up, we obtain and analyze all the accessible analysis from main publishers (Stitcher, aCast), to main platforms (Megaphone) and third-party analysis companies (Podtrac, IAB, Edison Research). Nonetheless, no single entity encompasses all the area or supplies the type of interactive, off-the-shelf customizable SaaS product we’d choose, and that digitally native entrepreneurs anticipate. Plus, there isn’t something revealed in real-time; most sources publish a couple of times yearly.

So what did we do? We reached out to trusted publishers and companions to assemble knowledge round shifting consumption as a consequence of COVID-19 ourselves, and decided that, although there was a drop in downloads within the quick time period, it was neither as precipitous nor as enduring as some had feared. This was confirmed by some early reports available, however how had been we to proof our personal piecewise pattern with one other? Furthermore, how may you make investments 6-7 figures of promoting {dollars} in case you didn’t have the firsthand intelligence we gathered and our material consultants on deck to make fixed changes to your method?

We had been in a position to piece collectively traits we’re seeing that time to elevated obtain exercise in latest months that surpass February/March heights. We’ve decided that the trade is again on monitor for progress with a much less steep, however nonetheless rising, listenership trajectory. However despite the fact that extra recent reports have been revealed, a longitudinal, goal useful resource has not but emerged to point out a majority of the trade’s journey by way of one of the crucial disruptive media environments in latest historical past.

There’s a want for a brand new or present entity to create cohesive knowledge factors; a 3rd get together that collects and experiences listening throughout all main hosts and distribution factors, or “podcatchers,” as they’re colloquially known as. As a small instance: Wouldn’t it’s good to objectively monitor seasonal listening of stories/discuss programming and schedule media planning and flighting round that? Or to know what the demographics of that viewers appear to be in comparison with different verticals?

What proportion enhance in effectivity and/or quantity would you achieve out of your advertising and marketing efforts within the channel? Would that delta be worthwhile towards paying a nominal or ongoing licensing or analysis charge for many manufacturers?

These challenges aren’t simply affecting advertisers. David Cohn, VP of Gross sales at Megaphone, agrees that “full transparency from the listening platforms would make our jobs simpler, together with everybody else’s within the trade. We’d like to know the way a lot of an episode is listened to, whether or not an advert is skipped, and so forth. Alongside the identical strains, having a central supply for [audience] measurement could be ultimate — just like what Nielsen has been for TV.” This could additionally allow us to grasp cross-show advert frequency, one other black field for advertisers and the trade at massive.

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Author

Walter Thompson