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Sounds Profitable — Technology
Sounds Profitable

The pace of change the podcast industry is undergoing is staggering. The implications for podcasters, hosting providers, podcast listening app developers, and advertisers and agencies are enormous. And so is the growth potential. Presented as a companion to the weekly newsletter of the same name, our podcast provides you with direct access to our narrated articles, interviews with industry experts, bleeding-edge research, and can’t miss industry news recaps. That Sounds Profitable, right? Assumptions and conventional wisdom will be challenged. Easy answers with no proof of efficacy will be exposed. Because the thinking that got podcast advertising close to a billion dollars annually will need to be drastically overhauled to bring in the tens or hundreds of billions of dollars podcast advertising deserves.

Copyright: © 2023 Sounds Profitable, Inc.

Latest Episodes:

Sports' Gen Z Problem, Host-Read on YouTube, Podcasting's Cool Factor & More Jan 22, 2024

Show notes

Here's what you need to know for today in the business of podcasting:
Not All Podcast Ads are Created Equal. Here's Why by Kedric Walls
Sports has a Gen Z problem
Are Podcasts Cool (Again)?
Hot Pod Interviews NPC Podcast Chief Collin Campbell
…as for the rest of the news: amplifi’s Steven Goldstein writes The Truth About Podcasting’s Measurement Makeover, PodBean’s final free live event of “Podcast Launch Month” is this Thursday, and healthcare is projected to invest over $36 billion in U.S. advertising this year (which podcasting could get a cut of).

Skippable Ad Engagement, Pivoting to Long-Term Branding, Podcasting x SXSW, & More Jan 19, 2024

Show notes

Here's what you need to know from this week in the business of podcasting.
Podcast Download: Disconnect Between Ad Creative and Audience Expectations
TikTok on Skippable Ads, Becoming Search Destination
Communication is Key in Podcasting
Podcasting Grows at SXSW
Quick Hits
While they may not be top story material, the articles below from this week are definitely worth your time:

The 25th Hour by Tom Webster. This week in the Sounds Profitable newsletter, Tom explains how Duolingo, rocks, and sand can help podcasting reach potential listeners who feel they don’t have enough time for podcasts.
Podcasting Pioneer Shares His 3 Biggest Tips for Success . This week on How Success Happens, Bryan Barletta joins to discuss how companies can set themselves up for success when dipping their toes into podcasting.
Australians downloaded more than 1 billion podcasts in 2023. According to the December Australian Podcast Ranker from Triton Digital and Commercial Radio & Audio, Australia's top 200 Australian podcasts were downloaded more than a billion times last year, representing a 26% year over year increase.
Can programmatic help podcasts find the money? By Damian Fowler. Programmatic advertising made up 1 in 10 revenue ad dollars for podcasting last year, while forms of other digital media had 9 out of 10 come from programmatic. This piece looks at ways programmatic could have a path forward in increasing its growth rate with podcasts.
Flightpath Premieres First-of-its-Kind Campaign Prediction One Year Into the Future. Flightpath’s new availability engine aims to elevate transparency and control, as well as allow advertisers and creators to plan up to a year in the future with confidence.
ALIVE Podcast Network and Barometer Partner to Drive Equitable Monetization for Black Creators and Media Owners. The new partnership between ALIVE Podcast Network and Barometer aims to challenge historical disenfranchisement faced by creators of diverse backgrounds.

Podcasts Save Time, Teen's Search on TikTok, Chrome Closes Cookie Jar, & More. Jan 18, 2024

Show notes

Here's what you need to know for today in the business of podcasting:
The 25th Hour by Tom Webster
Podcasts are key tool for TV discovery, research shows by Adam Shepherd
Amy Poehler to Keynote at Podcast Movement Evolutions
TikTok gains favor among Gen Z over Google for searches by Jeremy Goldman
Daily Beast Podcast Secretly Records Paul F. Tompkins, Reframes Discussion
…as for the rest of the news: WARC Media predicts global ad spend will break $1 trillion this year, Marketing Brew gives a “way too early” look at cookie-less internet browsing, and ExchangeWire asks several experts for their predictions on podcasting and digital audio this year.

Podcast Ad Expectations, 1 Billion Down-Under Downloads, Podcasting's Programmatic Potential, & More Jan 17, 2024

Show notes

Here's what you need to know for today in the business of podcasting:
Podcast Ad Creative Disconnect Revealed In Cumulus Media And Signal Hill Insights’ Podcast Download by Pierre Bouvard
Australians downloaded more than 1 billion podcasts in 2023
Can programmatic help podcasts find the money? by Damian Fowler
…as for the rest of the news: Headliner reflects on 2023’s statistics and feature launches, Signal Hill Insights discusses how YouTube and video will grow podcasting this year, and Bryan Barletta appears on Entrepreneur’s podcast How Success Happens to talk about setting companies up for success in podcasting.

The 25 Hour Day Jan 17, 2024

Show notes

Tom Webster explains what rocks, sand, and Duolingo can teach podcasting in how we frame listening statistics and audience behavior.

Written by Tom Webster
Edited by Bryan Barletta
Audio edited by Gavin Gaddis
Hosted by Spreaker

Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.

SXSW x iHeart Awards, Skippable Ad Appeal, Keeping Child-Safe Compliant, & More. Jan 16, 2024

Show notes

Here's what you need to know for today in the business of podcasting:
The incredible shrinking podcast industry by Max Tani
TikTok reports non-skippable video ads may harm engagement by Nicola Agius
How children's privacy laws complicate connected TV tracking practices by Tim Peterson
S&P says advertisers have resumed spending
iHeartMedia Announces Return of ‘The iHeartPodcast Awards’ with Live Event in Partnership with SXSW on March 11, 2024
…as for the rest of the news: PodPod reports Audioboom has hit 35% year-over-year revenue growth, Flightpath premiers campaign predictions that can project one year into the future, Magellan AI adds attention metrics with Adelaide, and Pushkin appoints Gretta Cohn as CEO.

A Year in Acquisitions, YouTube Ingests RSS, Accounting for Authenticity, & More Jan 12, 2024

Show notes

Here's what you need to know for this week in the business of podcasting: Podcast Acquisitions & Investments - 2023 Industry Recap SXM Media’s Digital Audio Research Recap YouTube Launches RSS Feed Ingestion Branded Music and AuthenticityQuick Hits: 5 Strategies For Podcast Expansion In A Zero-Sum Audio World by Steven Goldstein. Recent Edison Research data shows daily time spent listening to audio content has remained stable for a decade. Goldstein discusses strategies for podcasting to grow in a world where a listener’s time is largely already accounted for.iOS 17 by Pete Birsinger. The Podscribe CEO has written an explainer on how iOS17 changed auto-downloading behavior and how it will likely impact campaign performance for podcasts. For more reading on the subject, we recommend Livewire Labs’ regularly-updated data on download performance since iOS 17’s release.Content Mood Targeting from SXM Media. Publishers working with SXM can target music-listening audiences based on the mood assigned to millions of songs in a growing library of cateogorized music, as well as submit their own music to be assigned mood tags.The Untapped Potential of Audio in Retail Media Networks by Joshua Yamuder. Triton Digital’s Director of Partnerships and Programmatic Marketplace promotes digital audio as a must-have inclusion for retail media networks looking to diversify their marketing mix.Since the last issue of The Download there have been two podcasting bankruptcies of note: Audacy and Voxalyze

Acquisition in Podcasting, Spotify Ambassador Ads, Branded Music Pitfalls Jan 11, 2024

Show notes

Here's what you need to know for today in the business of podcasting:Podcast Acquisitions & Investments - 2023 Industry Recap by Bryan Barletta
Ambassador Ads are going away.
The Untapped Potential of Audio in Retail Media Networks by Joshua Yamuder
If music marketing is a gateway to culture, brands must navigate carefully, execs say
…as for the rest of the news: The recently-canceled podcast Death, Sex & Money from WNYC has been revived by Slate, and if you’re interested in more coverage of marketers seeking authenticity in their campaigns: check out Digiday’s piece on brands shifting their approach to influencers.

RSS Live on YouTube, 2023's Average CPM, Podcast Execs on 2024 & More Jan 10, 2024

Show notes

Here's what you need to know for today in the business of podcasting:
YouTube officially allows creators to publish podcasts via RSS feeds by Reem Makari
After a tough year, podcast execs say 2024 will bring in new advertisers amid stiff competition for listeners by Sara Guaglione
Libsyn CPMs down 6% for 2023 by Adam Shepherd
Can Programmatic Audio Rise In The Charts In 2024? by Hana Yoo
…as for the rest of the news: Lower Street has announced their speaker lineup for a free brand podcast summit on January 24th, Adam Bowie looks at Edison’s top 25 podcasts in the UK from Q3 2023, and AdExchanger looks at programmatic CTV’s expected evolution for the year.

NPR's Brand Safety, SXM's Mood Ring, COPPA on Contextual, & More. Jan 09, 2024

Show notes

Here's what you need to know for today in the business of podcasting:
Sounder Analysis: NPR's News Podcasts Significantly Safer for Brands than General Population of News Podcasting
Content Mood Targeting
5 Strategies For Podcast Expansion In A Zero-Sum Audio World by Steven Goldstein
How Will Contextual Advertising Fare When The FTC Revises Its COPPA Rule? by Allison Schiff
…as for the rest of the news: iHeartmedia and Magnite join forces to launch a new marketplace, AdLarge signs exclusive sales partnership with Fable & Folly, Audacy files for bankruptcy, USG Audio scales back Universal’s podcast development, and Voxalyze announces a shutdown of their services due to lack of investment.

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