How Classic Advertisers are Priced Out of Podcasting


PodMov Daily: Wednesday, December 15

Episode 556: Your Midweek Update

How Classic Advertisers are Priced Out of Podcasting

Direct response advertisers like Casper and Manscaped instantly come to mind when we think of podcast ads. However, podcasting’s massive growth has begun to limit opportunities for promo-code brands. Ashley Carman of Hot Pod finds that they’re being priced out, along with a relationship-first style of doing business.

In the last year, a smoking cessation device called Füm has sold so well on podcasts that the company went from spending $3,000 per month to “between $25,000 and $30,000.” PR Manager Adam McNeil tells Carman that podcast ads are now the company’s “number one revenue source” — but the shift has been complicated.

“I found that the larger companies are probably a lot more willing to just take your money and let you fail, or let it just happen,” McNeil says. There’s good news though: He recently spoke with Bryan Barletta of Sounds Profitable about how his company has adapted, including what other smaller brands should know going in. 

Are Dreaded Podcasting Tasks Holding You Back?

“Although you might love ‘podcasting,’ you don't have to like every act that you must undertake in order to be a podcaster,” writes Captivate CEO Mark Asquith. There are bound to be tasks on the list that you simply hate doing. To keep them from dragging down the whole process, here’s how to test your tolerances.

He suggests dividing tasks into three categories: things you like, things you dread, and things that take up too much time. Each may seem equally important, but that first category deserves more attention. Drop a few tasks that just aren’t worth it (Asquith chose Instagram) and lift some weight off your shoulders. 

“Just do your thing,” Asquith says. “Connect with your audience through your content, make that your sole focus and don't sweat the other things — the things that you just have no tolerance for.” Remember that the checklist can be flexible. Modifying your process may remind you why you started, and what you love.

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We are what we pretend to be, so we must be careful what we pretend to be.

Here's what else is going on:

  • Fair grounds: PoC independent podcast producers experience “the brown discount” too often, writes Juleyka Lantigua. The LWC Studios founder and CEO outlines the problematic expectation of unpaid time. Compensate everyone, she says, “especially creators who overcame greater odds.”
  • Cheap trick: Apple says its podcast charts are based on follows, playback activity, and completion rate. Well. Podnews points to a recent account from Steff Garrero, a lecturer and co-host of The Socially Distant Sports Bar: “I wasn’t prepared for just how game-able this chart was.”
  • Fast forward: How is podcast advertising changing? Our friendly neighborhood adtech expert, Sounds Profitable editor Bryan Barletta, follows up on 2021 predictions with thoughts on the future: “Our industry is wide and nearly any passionate and driven individual can find a role within it.”

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