When Spotify added Wild Turkey advertising banners to many podcasts on Saturday, mistakes were made. “The ad, which on some platforms included an ‘order now’ button for the [liquor], was even placed on a podcast for recovering alcoholics,” according to an exclusive report from Podnews. Yikes.
Spotify has a much bigger fire to put out with Wild Turkey’s parent company than it does with the podcaster, and that’s a shame. Brand safety is an enormous priority in podcast advertising – a single slip-up and that lucrative contract is gone. But what about the podcaster, the party that’s facing real consequences?
The show in Podnews’ screenshot is described as “an AA meeting in a podcast.” Where brand safety is about corporate trust, the listener experience is about personal trust. Listeners harmed by the ad won’t know the whole story, and may not stay to find out. Let’s see a Spotify spokesperson clear that up.
Though many podcast apps (including Apple Podcasts) only display a show’s primary category, assigning a secondary one is a wise move. Dan Misener of Pacific Content broke down large Apple categories like True Crime by examining those secondary tags. With 100+ available, a little detail goes a long way.
Straight from Apple, the discovery value is clear: “The primary category is used to display your show in each category page, Top Charts, and personalized recommendations in Listen Now. The secondary category also helps your show appear in select category pages, in editorially curated collections, and in search.”
If a show is categorized as True Crime + Comedy or True Crime + History, listeners have clearer expectations right away, Misener says. About 25% in the genre have chosen to do so. “It’s not quite at the Netflix level of categorization, but these secondary categories can certainly help disambiguate podcasts.”
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