259 The Growth of Podcast Advertising And Podcast Marketing Real Talk
Jan 9, 2024
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The podcast discusses new works entering the public domain, the growth of podcast advertising, Google's podcast results, the Podcast Hall of Fame inductees for 2024, and the importance of framing and reframing a podcast.
Updating podcast RSS feeds with new copyright is essential for podcasters.
Programmatic ads will play a significant role in doubling podcast advertising revenue by 2025.
Focusing on quality content and building long-term relationships are key strategies for podcast audience growth.
Deep dives
New Public Domain Works and Copyright Updates
The start of the new year means new public domain works, including the iconic Mickey Mouse cartoon Steamboat Willie. This opens up opportunities for creative adaptations and remixes. Books like Lady Chatterly's Lover and Peter Pan are also entering the public domain, offering potential for podcast audiobooks. Updating copyright on podcast RSS feeds is an essential task for podcasters.
Programmatic Advertising in Podcasting
Advertising revenue in podcasting is expected to double by 2025, with programmatic ad placement playing a significant role in this growth. Programmatic ads offer opportunities for smaller shows to monetize and smooth out ad demand seasonality. It is predicted that programmatic audio business will grow twice as fast as host-read ads in 2024.
Audience Growth and Marketing Challenges
Growing and maintaining podcast audiences is becoming increasingly competitive. Big and small podcast networks are facing challenges in attracting and retaining listeners. The marketing trends report indicates that focusing on quality content, interacting with the audience, and building long-term relationships are key strategies for audience growth. Increasing the number of episodes does not guarantee audience growth, and shorter shows may not necessarily lead to higher listener engagement.
Podcast Hall of Fame Inductees and Induction Ceremony
The 2024 Podcast Hall of Fame inductees have been announced. The ceremony will take place at Podfest Expo in Orlando, Florida. The inductees include Adam Corolla, Aaron Mahkey, Laurie Sims, and more. Dr. Drew Pinsky will serve as the host for the induction ceremony.
Advertising Rates and Categories for December 2023
According to Advertised Cast, the average CPM rate for podcast advertising in December 2023 was $22.91 for a 60-second ad spot. The top three categories based on delivered advertising were arts, technology, and health and fitness. The average CPM rate for 2023 overall was $22.58, reflecting a 6% decrease compared to 2022.
It's the new year, and that means new public domain works are available! Time to update the copyright for your podcast's RSS feed, preparing for the influx of new advertisers entering the world of podcasting in 2024. Google Search now featuring podcasts 👀 We're excited to announce the Podcast Hall of Fame inductees for the class of 2024! Additionally, we'll delve into real talk about podcast marketing, explore the latest podcast advertising rates, and so much more!
Audience feedback drives the show. We'd love for you to contact us and keep the conversation going! Email thefeed@libsyn.com, call 412-573-1934 or leave us a message on Speakpipe! We'd love to hear from you!
