As listener numbers of all ages exceed forecasts – and show little sign of slowing down – Bianca Bush (commercial insights manager, UK at Acast) -looks at why podcasts are such a huge opportunity for advertisers.
Programmatic has come to podcasting. The lo-fi appeal of the podcast ad read is being augmented by tech that allows for the contextual placing of audio pre-reads. Inspired by the tech, new players are pushing into the market.
Spotify’s boss Daniel Ek has announced the company will invest $100m in discovering and marketing more diverse audio talent after footage emerged of controversial podcaster Joe Rogan using racial slurs.
Podcasts are big business. Platforms are spending huge amounts of money on acquiring exclusive rights to podcast stars, while at the same time the sophistication of podcasting adtech is driving ever more marketing money to the medium.