Note: Started writing this on the 18th. Now its almost 2020 It’s almost the holidays so that means things are slower & I can write this. I had lunch with Amrita last week and one of the things we talked about was podcast advertising. Not long ago I bought the domain - sponsorapodcast.com with the idea to create a marketplace to match podcasters with niche audiences with advertisers looking to reach that niche. I haven’t worked on it since I bought that domain but as I think about it more, I think podcast advertising is going to move from the big agency/brand world to programmatic ads. If you’ve been following Spotify, they’ve bought Gimlet/Anchor & are increasingly moving into the podcasting world (both are a media company & a tech company with Spotify hosting podcasts, etc). When Spotify Ads launched it was in early beta & you could only target by music genre or playlist. A few months ago they rolled out targetting by podcasts (not within podcasts but folks who listen to podcasts as a category. I can see the world where Spotify can place ads within podcasts since Anchor already offered that functionality. Combining Anchor (which they own) with Spotify’s ad inventory/bidding & you have a programmatic exchange for podcasts.
Edition 24: Sponsored Podcasts
Edition 24: Sponsored Podcasts
Edition 24: Sponsored Podcasts
Note: Started writing this on the 18th. Now its almost 2020 It’s almost the holidays so that means things are slower & I can write this. I had lunch with Amrita last week and one of the things we talked about was podcast advertising. Not long ago I bought the domain - sponsorapodcast.com with the idea to create a marketplace to match podcasters with niche audiences with advertisers looking to reach that niche. I haven’t worked on it since I bought that domain but as I think about it more, I think podcast advertising is going to move from the big agency/brand world to programmatic ads. If you’ve been following Spotify, they’ve bought Gimlet/Anchor & are increasingly moving into the podcasting world (both are a media company & a tech company with Spotify hosting podcasts, etc). When Spotify Ads launched it was in early beta & you could only target by music genre or playlist. A few months ago they rolled out targetting by podcasts (not within podcasts but folks who listen to podcasts as a category. I can see the world where Spotify can place ads within podcasts since Anchor already offered that functionality. Combining Anchor (which they own) with Spotify’s ad inventory/bidding & you have a programmatic exchange for podcasts.