PodMov Daily: Tuesday, August 18
Episode 266: Testing, One Two-sday
Podcast Measurement “Finally Improving” as Streaming Grows
Real-time podcast measurement sees vast improvement year over year. “Lack of measurement has long deterred brands from investing heavily in podcasts,” writes Alison Weissbrot of AdExchanger. But as streaming gains on downloads, it’s more clear how many listeners are exposed to ad campaigns.
“Big networks and companies that use ad-serving platforms can now provide better data,” explains Stephen Smyk of Veritone One. Spotify’s Streaming Ad Insertion is a prime example. “Where it starts to get hard is for folks who are smaller, independent and don’t have resources or an ad sales force.”
Bigger advertisers gravitate toward “walled gardens [or] major networks that can provide better targeting and measurement,” Weissbrot says. “That leaves independent podcast publishers, once the backbone of the industry, to duke it out for ad dollars against larger players that have more resources.”
Andrew Davies: Why Podcast Calls-to-Action Matter
As part of the Australian Broadcasting Corporation’s Audio Studios team, Andrew Davies is an expert on fine points that make an impact. “Calls-to-action are an under-rated part of podcasting but, done well, they play an important part in discoverability and audience engagement,” he explains.
Consider what you’re asking the listener to do, and make it clear. “I often hear presenters give a shopping list of CTAs at the end of a podcast and wonder which of them I’m supposed to do first,” Davies says. Adhere to Amanda McLoughlin’s ‘one shot rule’ by limiting each episode to one call-to-action.
How will listeners perceive what they have to gain? Keep it benefit-driven, Davies advises. “Some of the best examples I’ve heard tie this in with the way it will help the show.” The article covers common mistakes, smart solutions, and why using the word ‘subscribe’ might be hampering your efforts.
Ramsey Call of the Day: 10 Minutes with Money Experts
For nearly 30 years, money expert and national radio host Dave Ramsey has delivered life-changing advice to listeners. With the new podcast Ramsey Call of the Day, 10 minutes is all you need to get quality, common-sense guidance when you need it the most.
Starting Monday, July 20, you’ll hear from experts like Dave Ramsey, Ken Coleman, Rachel Cruze, Anthony ONeal and Dr. John Delony every weekday. Callers from The Dave Ramsey Show have challenges just like yours — tune in for timely solutions you can trust.
Whether it’s knocking out debt or dealing with loss of income, Dave’s team inspires real people to overcome real concerns. Ready to build a more confident future in 10 minutes a day? Subscribe to Ramsey Call of the Day wherever you get your podcasts.
Here's what else is going on:
- Stolen goods: Podnews reports that “Anchor is hosting a large number of pirated podcasts from other publishers.” A remarkable “30% of all the Podtrac top 20 podcasts” are being copied on the platform, and “none of these plays will be credited back to the original owner.”
- Real talk: “Can we stop with the obsession over perfect-for-radio voice?” proposes Evo Terra. Podcasters shouldn’t let unrealistic standards hold them back: “The vast majority of working actors have ‘non-standard appearances’ that don’t get in the way of their success.”
- Outer space: Adam Paul, an instructor at the University of Nevada, Las Vegas, developed his course to teach podcasting to actors. After a successful spring, the director-actor-writer discusses the resulting sci-fi series POD115 and what’s next for the innovative program.
- Print shop: Try a little recreation, says Jeremy Enns of Counterweight Creative. “There’s an age-old writing exercise called Copywork where a writer will copy, word for word, the work of another writer they admire […] Most podcasters could benefit from a similar practice.”