In Practise Interviews
Spotify Podcasting: An Agency Buyer's Perspective
Sep 5, 2023
An experienced National Audio Investment Executive at Publicis Media discusses managing a team across multiple offices and the challenges of buying audio ads. They compare revenue, reach, and engagement of terrestrial, streaming, and podcasting. The discussion also delves into brand awareness strategies in podcasting, brand safety measures on Spotify and iHeart, barriers to increased spending in podcasting, and challenges in podcast data and advertising strategies.
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Quick takeaways
- Terrestrial radio attracts more ad spending than podcasting due to its wide reach and financial returns.
- Direct advertising in podcasting is preferred over programmatic ads for better content alignment and engagement with listeners.
Deep dives
The Role of Audio Advertising Team
The director of National Audio leads a team responsible for buying across all national audio platforms, including terrestrial radio, streaming, satellite, and podcasting. The team focuses on audio as a whole, regardless of the platform, aiming to reach audiences through computer speakers, phone speakers, or car speakers.
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