IAB Podcast Upfront Showcases Audio’s Next Marketing Evolution

What are the podcast developments that advertisers needs to be watching out for? 

I feel you’re going to see an elevated acceleration in the direction of the blended strategy. You might be not going to see podcasting as only a host-read medium. It’s one which has super attain. It’s one the place the audiences have grown and matured to the purpose the place you could find the incremental attain that you really want and the place you could find actually deep connections to explicit audiences. 

A giant development you’ll proceed to see is individuals trying from an advertiser standpoint to purchase these audiences and never essentially simply to purchase these reveals. Within the time that I’ve been at IAB, one of many massive matters of dialog—how will we persuade advertisers to have a look at our full slate of content material as one thing they need to spend money on writ massive as an alternative of solely cherry-picking what they assume are the simplest reveals as a result of they occur to be the large ones that they’ve all heard of? 

Don’t simply purchase the reveals you already know or that you simply assume are going to offer you an excellent efficiency since you’ve heard of them. 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. Don’t simply purchase the reveals, purchase the audiences.