In this episode of Datalicious, Carsten Sander talks to Nikolai Longolios of schnee von morgen about the world of podcast advertising. They discuss why the podcast market still has a monetization problem despite its great potential, how podcast advertising can become more plannable, and what solutions already exist on the market.
Topics discussed in this episode:
- Economical challenges for podcast producers: What problems do podcast producers face when it comes to financing, and how can the chicken-and-egg problem between investment and advertising revenue be solved?
- Technological solution via ASAP: How can the Advanced System of Audio and Podcasts (ASAP) solve transparency and targeting problems in the podcast advertising market?
- Brand safely in the podcast market: How do publishers in the podcast market deal with trust issues and brand safety, especially when embedding advertising in their content?
- How content and advertisers find each other: How can AI-supported targeting and content analysis help to identify the right content for advertisers?
Takeaways from this episode:
- Loyal target group with high level of attention: Podcast listeners often spend 30 to 60 minutes per episode with their favorite shows and build a close, emotional connection.
- Monetization remains a challenge: Many podcast producers are reluctant to make major investments because advertising revenue has been modest so far. A chicken-and-egg problem exists between investment and advertising revenue.
- ASAP serves as technological bridge: With AI-based, contextual targeting and the integration of established digital standards, ASAP makes podcast content accessible to advertisers. Podcast advertising becomes as transparent, plannable, and data-driven as the video and display ads that advertisers are familiar with.
- Podcasts in the fast lane: Podcasts are the next big growth area in the digital advertising market. The task now is to transfer existing standards from other media formats to podcasts.
Chapters
00:00 Introduction, presenting the guest
04:24 Challenges of monetization
08:53 Intro to the Advanced System of Audio and Podcasts (ASAP)
10:52 Tech innovations and standards in the podcast arena
14:51 Trust issues and brand safety
18:41 Using AI to analyze and assign content
24:44 Future of the podcast advertising market