🎙️TODAY’S BRIEF

• 🔥 The Evolving Role of Podcasts in Brand Advertising Strategies

• 🚨 Podcast Insight: Understanding the Shifting Landscape of Ad-Supported Audio Media

• 💳The Future of Podcasting A Conversation with Rob Greenlee

• 🌏 Podcast Elsewhere:  iOS 18 Apple announced Monday that its latest OS update will launch next week.

👋 Hi, Podsky!

On Thursday, September 12th, R U OK? It's a day here in Australia! Day 2024! Every day is a good day to ask someone if they're OK and start a conversation. Take a break from the chaos! It's good for your mental health.

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Today’s issue takes 8 minutes to read.

Let’s dive in on today’s newsletter. - Miko Santos

⬇️Listen : This podcast interviews top performers and deconstructs them to find tools, tactics, and tricks to help you become a successful podcast producer.

⬇️Listen : Trailer Mixtape is your destination to find the best of the many exciting new podcasts out there. Each episode brings you a playlist mix of fresh, vital, and thrilling podcast trailers—new and trending—on comedy, true crime, news, and more.

OXFORD ROAD
🔥The Evolving Role of Podcasts in Brand Advertising Strategies

Podcasts are a part of the digital game that each brand and every advertiser has to play today. In this digital world, trust is paramount for close relationships between the host and listeners. Oxford Road published a study recently stating that, together, the industry must emphasize the prevention of a future wherein audio ads get trafficked like radio ads.

Zoom In: Authenticity and AI are the two most essential factors that go well in synergy. Audio consumer landscape comprises creation of content, measurement of audiences, and ensuring brand safety. Shifts in on-demand and traditional consumption patterns are extending into changes in distribution, further extended through co-sales deals. Early adopters hold the most significant opportunities in this emerging international advertising marketplace.

Zoom Out: Podcast listening is going through the roof, which brings with it new opportunities for publishers and advertisers worldwide. Translation and global talent will be key areas on which publishers should focus, given increased discoverability of podcasts, new listeners joining in, and adding inventory. The renewable podcast rates for those with a video simulcast offer increased integration with higher engagement and more creative freedom, so there is a discovery platform that attracts new listeners.

Brand Safety: There are also many significant problems and issues concerning brand safety in podcasting:. This is especially so because podcasts have promising growth prospects and really engaging content. Podcasts do, however, come into question regarding brand safety and suitability.

In 2019, the Global Alliance for Responsible Media was set up to police the digital world for brand safety, but its discontinuation left a void in the industry. GARM was meant to cut out the hateful, profane, or provocative content but found itself criticized for eliminating news, comedy, and true crime content on whims.

Although GARM itself is retired, the need for effective solutions on brand safety continues to remain in the anvil among advertisers. The current solutions have adverse effects on the advertiser, ethical creator, listener, and democratic values. A solution that will be effective, yet non-restrictive, is called for to keep brand safety in podcasting.

As it is, new show debuts have been slow and pacing themselves since 2018. On top of that, the Global Alliance for Responsible Media has been dissolved. It is now up to the brands to keep civility going and to keep on with their brand safety practices in continuing to keep the podcast environment healthy and respectful.

Why it matters: Podcasts are a key growth area for brands interested in both foreign markets and an established US audience. The reason being that early planning and optimization is so crucial in brand safety; the measures for safety can be well implemented if there is early planning. If you are about to run an audio campaign, a notice of at least two quarters is needed. Longer ads and those appearing earlier in the podcast episode should be given priority since they actually drive more conversions. Be even more authentic by opting for host-read ads over produced ads. Leverage all of the functionality that video offers, such as links, QR or promo codes, and even logo overlays. Consider adding audio channels like terrestrial radio into your universe. Scale globally with deliberate planning and partnerships.

Our Podcast Producers Insights: At SOMETHIN'S OFF, we would like to say that your ad space has great potential for capturing many more views from a larger audience if only it were placed on some other medium, such as social media or podcasts or websites. Furthermore, an investment in quality content and aligning with values of the target audience is advisable for an effective ad campaign.

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🗞️ TL;DR - PODCAST NEWS

• Wondery announced Criminal Attorney, its new true crime franchise, which will follow ruthless defence attorney Paul Bergrin's rise and fall in its first season. Following the success of Wondery true crime series like Dr. Death, Suspect, Over My Dead Body, and Happily Never After, each season of Criminal Attorney will focus on lawyers and attorneys who skew justice.

• Adalyst Media, a network of podcasts primarily aimed at female audiences, has added Under the Influence with Jo Piazza to its lineup.

• iOS 18 Apple announced Monday that its latest OS update will launch next week. Podcasters see no major changes from last year's release. Chapter marketers on episode playback bars are Apple Podcasts' biggest change.
  

PODCAST INSIGHT 
🚨 Understanding the Shifting Landscape of Ad-Supported Audio Media

Podcasting has turned a significant amount of the time that Americans spend with media, with one of every five minutes of ad-supported audio time spent with podcasts in the second quarter, with broadcast radio at 69% of share. This is according to an analysis by Cumulus Media Chief Insights Office Pierre Bouvard in the latest blog post.

The key findings:

• According to Google Search trends, Pandora Radio's audience and profile have drastically diminished since its peak in 2008.

• An entirely new study conducted in August 2024 from Advertiser Perceptions says marketers and media agencies need to "take the me out of media." The research found they drastically underestimate AM/FM radio shares, and wildly overestimate Spotify and Pandora audiences.

• According to the report from [Specify Data Source], AM/FM radio has an astonishing 86% in-car share, with 69% overall share and is America's number one ad-supported audio platform.

• The audiences of podcasts continued to increase. Podcasts now represent one out of every five minutes of ad-supported audio in the United States with a 19% share.

• Podcasts rank second with 19% of the ad-supported audience share among registered voters, while AM/FM radio ranks first at 69%.

Zoom In: Advertisers and agencies believe that AM/FM radio's audience share is smaller than combined streaming platforms. Online radio services such as Pandora, Spotify, and iHeartRadio are growing. Advertisers believe AM/FM radio has an audience share of 27%, vs. Pandora/Spotify at 43%. Actual share is 2.6X larger. In an hour of ad-supported audio, podcast listeners spend 11.6 minutes with podcasts, while among 18+, SiriusXM, Spotify, and Pandora have a greater share.

Zoom Out: Putting all the pieces together, Edison Research shows that among those 25-54-year-olds, podcast and ad-supported audio listening continues to rise, with a high level of such listeners tuning in via a stream. This rises with the youngest of this group, with one in three Americans each day listening to podcasts, +3X from 2016.

Sources and Methods: Edison Research's "Share of Ear" study is a deep analysis of how Americans consume audio that surveys 1,000 people in the United States aged 13 and older on a quarterly basis. The results here are based on a one-year rolling average of 4,000 respondents. Edison is the leading provider of AM/FM radio research and creator of the Infinite Dial study widely covered regarding consumer adoption of new media platforms.

Why it matters: Edison Research's "Share of Ear" report shows ad-supported audio dominates daily American life among those aged 25-54 and shows how digital marketing strategies ultimately shape customer behavior. While SiriusXM and Spotify own larger shares of ad-supported audio time, the overall impact of both on consumption is huge. In an hour, listeners in ad-supported audio spend 4.3 minutes on podcasts; 92% of respondents say a return to pre-pandemic levels has been reached.

Our Podcast Producers Insights: We understand the importance of knowing the evolution of habits and trends in listeners as the popularity of podcasts increases. Therefore, the more knowledgeable a podcast creator is about these kinds of trends, the more they can position themselves in reaching and engaging with their target audience in an increasingly competitive audio market.

Full report here 👇

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No previous experience necessary, but ideal for producers (especially those who have recently been laid off) who are trying to understand how the business works. 

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💳THAT PODCAST EXCHANGE
The Future of Podcasting A Conversation with Rob Greenlee

This episode of That Podcast Exchange explores the evolution of podcasting from its audio-only roots to a more visual and audio medium. Hosted by Miko Santos, the show delves into how the industry is adapting to meet the changing expectations of audiences who now prefer the option to listen or watch podcasts with 2017 Podcast hall of Fame Rob Greenlee . Featuring insights from a podcast industry expert, the episode offers valuable information and advice for early-stage podcasters and service providers to navigate the latest trends and opportunities in the field.

If you want to chat more about this topic, I would love to continue this conversation with you, over Twitter @realmikosantos!

In this episode, we cover:

• [00:00:30] Podcasting industry changes.

• [00:04:54] Podcasting evolving into video integration.

• [00:12:15] AI and automation in podcasting.

• [00:13:30] AI-generated content in podcasting.

• [00:18:14] Authenticity in AI content.

• [00:23:51] The future of podcasting.

• [00:25:40] The future of content creation.

About the Guest

He is the founder and host of Spoken Life Media and the Spoken Life Show - RobGreenlee.com. He is also the creator and host of Live “Podcast Tips with Rob Greenlee,” Co-Host of Live "NewMediaShow.com, Host of Trust Factor, and Co-founder and advisor to PodcastEZ.com.

He is the former SVP of Content and Partnerships at Podbean.com and the VP of Podcast Content and Partnerships at Liberated Syndication (Libsyn.com & Advertisecast). He is a well-known public speaker, evangelist, technologist, and trainer for podcasting globally.

He is also a former member of the Founding Board of Governors and former Chairperson of The Podcast Academy (Ambies.com Awards). In 2017, he was inducted into the Podcast Hall of Fame and is on the Induction Committee for the 8-year-old Podcast Hall of Fame, https://PodcastHOF.com

He is also a former VP at Voxnext’s Spreaker.com, EVP/CTO at PodcastOne.com, and Podcast Content and Business Manager at Microsoft Zune, Xbox, and Windows Phone.

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📌 NOTICE BOARD

• September 18 : Radio Academy Festival 2024 - London, UK

• October 3 & 4 : International Women's Podcast Festival - London, UK

• October 8 : Café Convos: A Networking event by BIPOC Podcast Creators - New York, USA

• October 18- 20 : Afros & Audio Podcast Festival - Baltimore, MD

• January 16 -18 : Podfest Expo - Orlando, USA

Visit Podwires Marketplace to post your upcoming events or job openings for free.

🔆 FROM OUR COMMUNITY

• Lateefa Dawkin has written an interesting article about effectively promoting your podcast that you should check out.

• Matt Medeiros of The Podcast Setup wrote an interesting article about helping podcasters get paid called the "Funding Tag".

• Podbean has a great blog post up about the amazing power of audio ads!

• Cassandra Mitchell wrote a lovely article about the power of authentic storytelling. It's a great read if you're looking to build loyalty and trust in your podcast audience!

🛠️ PODCAST TOOLBOX

• 📢 Zencastr is an all-in-one podcast production suite that gives you studio quality audio and video without needing all the technical know-how.

• 🎙️Rode - is an Australian-based audio technology company specializing in the design and manufacture of microphones, headphones, audio interfaces, and audio software.

• 🎧 Epidemic Sound - is a company that provides content producers with access to a sizable library of royalty-free music.

• 📼 Tubebuddy - is a complete tool for YouTube channel management and growth.

• 🪀 Swell AI turns podcasts or videos into transcripts, clips, show notes, articles, summaries, titles, newsletters, social posts, and more.

Browse more Tools ➡️

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FROM THE TEAM

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