What’s the upside for advertising on podcasts?
Where is it going and how can your podcast get a piece of a growing advertising pie?
That’s what I asked Erik Diehn, VP Biz Dev at Midroll Media, the podcasting advertising network. Midroll, like PodcastOne, is one of the companies creating of the business of podcasting.
The audience sizes of leading podcasts are approaching and surpassing what advertisers are accustomed to on TV, so despite imperfect measurements, momentum is beginning to build for podcasts among advertisers. Direct response advertisers are already in the space, but brand advertisers are not far behind.
Technological change and the evolution of the auto dashboard favor on-demand audio, says Erik. And as consumers go so will go advertisers.
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Erik focuses a lot on direct response advertisers and endorsements, but I strongly suspect the real explosion of advertising in podcasts will happen when the metrics encourage advertisers to embed spots in podcasts since so much of the audio advertising pie is comprised of interruptive ads.
Stay tuned!