The Interactive Promoting Bureau will carry collectively manufacturers, businesses, and media patrons on Tuesday for the 2025 IAB Podcast Upfront.

Happening in New York Metropolis, the occasion previews ​​groundbreaking podcast programming, the newest promoting improvements, and the way audio storytelling is redefining advertising and marketing, with the largest audio and podcast leaders in tow.

“Take a look at podcasting as a medium through which you’ve these extremely engaged, extremely attentive people who find themselves consuming an enormously diverse quantity of content material,” Matt Shapo, director, digital audio and video, IAB, advised ADWEEK.

In accordance with Shapo, podcasting is in a “interval of huge flux,” creating a number of new alternatives for entrepreneurs making an attempt to achieve engaged audiences and seize the cultural zeitgeist. And the IAB Podcast Upfront is all about making manufacturers part of the dialog.

To preview the 2025 IAB Podcast Upfront, ADWEEK spoke with Shapo about what to anticipate, how audio and video podcasting are shaping advertising and marketing messages, and the following steps in podcasts delivering outcomes.

This interview has been edited and condensed for readability.

Here are IAB

ADWEEK: For these new to the podcasting trade, what’s the 2025 IAB Podcast Upfront?

Shapo: The Upfront is about two issues. It’s about new content material and even current reveals which have some new content material that presenters need individuals to find out about. It’s additionally about how one can higher show the effectiveness of your promoting on this medium. 

On the content material aspect, we now have a number of presenters who’re going to return with the brand new reveals that they’ve for the yr. They’re going to return with completely different creators who can discuss a few of the nice new reveals that they’ve. In lots of instances, they’re additionally speaking about established reveals and the unbelievable connections that these reveals have constructed up with their audiences. 

However then on the opposite aspect of the coin, you’re going to be listening to from folks that not solely converse concerning the energy of the creators and the great content material popping out of those reveals, but additionally about your skill to measure your effectiveness within the medium, discover the audiences you’re searching for, construct the incremental attain that you could find in podcasting, and actually how one can plan for 2026 in a method that takes benefit of the extraordinary consideration.