A little over year ago, I attended a conference with some of the nation’s leaders and innovators in healthcare. When I told them what I do, almost everyone asked, “what’s a podcast?” I attended the same conference this year and suddenly everyone had their own.
What a difference a year makes.
2019 Insights and Expectations
Our focus with these periodic newsletters has been on the relevance of podcasting to marketers. And the changes in the past year have been dynamic (yes, a nod to “dynamic insertion”).
2018 saw amazing changes in podcasting: the implementation of IAB 2.0, which standardizes definitions of downloads, by major podcast publishers and platforms; the launch of Panoply’s Megaphone, which joins the growing number of platforms that enable geo, demographic, and/or behavioral targeting and insertions; the entry of Pandora and aggressive push from Google further into the podcast game, advancing access to millions of new listeners; and so much more.
These and other developments allow marketers to use and test podcasting more strategically. For instance, a brand with limited dollars wanting the clout of being on a top podcast can now hone in on its target audience through targeted dynamic insertions, making its initiative more efficient and buzzworthy. Improved ad-delivery measurement means that response rates can now be calculated with better accuracy.
So, You Want to Be a Podcaster?
At the same conference, companies, agencies, and individuals peppered us with questions about podcasting: How do I begin? How do I grow an audience? How do I measure success? And more. So we put together a simple Podcaster Self-Assessment Questionnaire right here. The questions are prompts that help marketers, agencies and individuals determine whether podcasting is right for them. If you want, you can send your answers back to us and we can discuss it. If not, it’s a good guide to help you think about entering the fray. There are currently more than 600,000 podcasts. Should yours be 600,001?
Podcasting and its opportunities are changing quickly, so we thought it’d be helpful to the industry to do a road show to bring marketers up to speed. Introducing “Podcasting: Insights and Expectations for Marketers in 2019,” an in-your-office presentation filled with useful industry information for an audience of your choosing. We are initially booking time in New York, Chicago and Los Angeles. If you’re interested, get in touch and we’ll arrange a discussion for your agency or business. (First come; first served.)
For any questions or additional information, feel free to email me at firstname.lastname@example.org. I'd love to hear from you!