October 2023 — Advertising Week NY & Podcast Advertising Rates

At Advertising Week New York, Dave Hanley, Chief Revenue Officer of Libsyn AdvertiseCast, was joined by Aaron Mahnke, Creator and Producer of “Lore” Podcast; Brad Mielke, Host/Managing Editor of “Start Here” Podcast, ABC News; and Tomas Rodriguez, Senior Director of Emerging Channels at The Trade Desk.

Together, they took the stage for “The Winning Podcast Advertising Playbook from Iconic Creators & Brands” session, illuminating several key trends:

• A notable trend centers on the dichotomy between two dominant podcast advertiser types: those prioritizing immediate ROI and those emphasizing long-term brand recognition. While advertisers often focus on performance, there is a growing recognition of the “halo effect” gained by associating with beloved content, leading to the cultivation of brand loyalty over time.

• Programmatic advertising plays a crucial role in expanding the reach of podcasts and gaining a deeper understanding of audience behavior. Buyers are showing a growing interest in content signals like show names, episode names, and genres they bid on, finding value in the insights they provide. For instance, when targeting multiple shows, they can identify episodes that generate significant engagement, sparking curiosity about the content and driving questions that, in the end, lead to performance optimizations.

• The emerging trend of “co-listening” is reshaping the podcasting landscape, where not only children but also their parents are tuning in together, presenting a new dimension for audience engagement.

• Major players like ABC News are shifting towards the creation of podcast verticals, with the aim of building more profound and community-like connections between content, listeners, and brands.