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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:

Ad-technical Difficulties Sep 13, 2023

Show notes

This year we’re celebrating Sounds Profitable’s third anniversary with a nice slice of humble pie as we reflect on the current state of podcast adtech.

Written by Bryan Barletta
Edited by Gavin Gaddis
Special Appearance by Theo Barletta
Hosted by ART19

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

Claritas Converts ArtsAI, The Delete Act, Importance Of Social Search, & More Sep 12, 2023

Show notes

How Claritas Aims to Bring Google and Meta AI Marketing Capabilities to Other Forms of Media by Jack Neff NPR adjusts to revenue realities with flat budget projections for -23/24 by Brad Hill Marketers focus on search, discoverability as social media use evolves by Kristina Monllos Creators function like standalone media channels by Jasmine Enberg Here's What Buyers Really Thought About the 2023 Upfront by Bill Bradley…as for the rest of the news: BBC Sounds head of metadata and publishing management Emma Conneely shared tips and pitfalls to avoid when promoting a new podcast, studios are turning to influencers to promote content while struck celebrities can’t, and MarketingBrew explains what the Delete Act could mean for data brokers in California.

Influencer Spend Outpaces Social, Media Mix Problems, Business Owners Overindex as Listeners, & More Sep 11, 2023

Show notes

Essential news for today in the business of podcasting: Over half of business owners are daily podcast listeners, study shows by Reem Makari The Podcast You Want to Make Influencer spend is growing faster than social ad spend by Sara Lebow First Cannabis Ads Coming Soon to Spotify by Thomas Edward Why Facebook, Google And Amazon Are Embracing Media Mix Modeling by John McDermott YouTube is going to remove some ad controls for creators by Jay Peters…as for the rest of the news: Reuter’s CRO Eric Dantez appears on the Digiday Podcast to discuss political advertising and AI’s role in the company, Universal Music Group has reached a deal with French music streamer Deezer to pay high-traffic artists more per-stream, Digiday covered sports streamer DAZN’s cautious journey into programmatic advertising, and an agency expert shares 5 current ad trends to pay attention to.

SXM’s Brand Safety Play, ABC Audio Picks Advertisecast, Luminary Adds Ads w/Acast, & More. Sep 08, 2023

Show notes

Here's what you need to know for this week in the business of podcasting. Sirius XM, Barometer, ArtsAI Partner to Create Brand Safety and Suitability Tool.CPMs Plummet for Digital, Less so for Podcasts. Spotify Raising Audience Requirement for Ambassador Ads Parents are spending less on back-to-school shopping this year: report by Alyssa Meyers Nielsen Source

Actually, We Love Ads by Tom Webster. Tom takes a look at a slide from The Podcast Landscape in America study and breaks down what it means for branded podcasts. Hint: It’s great news.
PodPod and Campaign launch Audio Advertising Awards. The UK-based advertising awards will be taking submissions until their end of October deadline.
Luminary partners with Acast to bring Luminary Original podcasts to wider audience. The deal will bring six former Luminary exclusives, including flagship celebrity chat show Under the Skin with Russell Brand, to public RSS feeds via Acast.
ABC Audio Announces Exclusive Multi-Year Podcast Advertising Partnership with Libsyn’s AdvertiseCast. The deal aims to grow ABC Audio’s award-winning podcast portfolio, including Disney podcasts like the upcoming Frozen audio drama.
ABF Creative: Your Child’s Success Could be a Listen Away: 63% of Parents Report Improvements Through Audio. The new study’s key highlights include the finding that 48% of children become more positive and happy after listening to their preferred audio content.
When the data misleads, by Brian Morrissey. While useful, over-relying on analytics in the process of content creation can lead to homogenized, SEO-driven content lacking in what made the content unique to begin with.

SXM Announces Brand Safety Tool, Podcast CPMs Hold Steadier Than Digital, & More Sep 07, 2023

Show notes

Here's what you need to know for today in the business of podcasting:Sirius XM Creates a Podcasting Brand Safety and Suitability Tool for Advertisers by Antoinette Siu When Data Misleads by Brian Morrissey YouTube is Experimenting With Longer but less Frequent Ad Breaks on TV by Emma Roth Digital CPMs Plummet, 2H Rebound Expected by Karlene Lukovitz AdvertiseCast Average Podcast CPMs Why Advertisers Aren’t Moving to Streaming TV as Quickly as Viewers by Parker Herren…as for the rest of the news: Nielsen is laying off 9% of its global workforce, The ANA and the 4As have released 11 new guidelines to promote investors working with diverse media companies, AdWeek covers a prediction the US ad industry will grow 5% this year, and Eric Nuzum pulls podcasting wisdom from The Bear’s season two episode “Forks.”

Back to School Opportunities, Podcasts at 7% Share of Eare in Cars, & More Sep 06, 2023

Show notes

Here's what you need to know for today in the business of podcasting: First-Ever Auto Brand “Share Of Ear” Reveals Listening Among Car Owners By Pierre Bouvard Spotify to Cut Back Promotional Spending on White Noise Podcasts by Ashley Carman Parents are spending less on back-to-school shopping this year: report by Alyssa Meyers Why Some Content Distributors Have Too Many Ads by Alyssa Boyle Programmatic CTV Still Has A Lot Of Growing Up To Do by Alyssa BoyleAnd for the rest of the news… Spotify’s Rak Patel pitches why brands need to be thinking about digital audio advertising, ad spend is returning to levels seen in the 2010s now that recession fears are alleviating, and a MarketingBrew breakdown of “everything advertisers should know” about CTV.

Actually, We Love Ads Sep 06, 2023

Show notes

Tom Webster presents data from The Podcast Landscape that reinforces the value of (good) branded podcasts and what they could accomplish.

Written by Tom Webster
Edited by Gavin Gaddis
Audio editing and Narration by Gavin Gaddis
Hosted by ART19

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

New Research on Causes of Podcast Churn, Nielsen's Podcasting Today Report & More Sep 05, 2023

Show notes

Here's what you need to know for today in the business of podcasting.
Lapsed listening and podcast churn are due to time constraints by Amrita KhalidPodcasting Today- Audience Insights from Nielsen and Edison Research Publisher Adoption for New Video Ad Specs Lags 6 Months After Introduction by Catherine Perloff & Mark Stenberg As Disney Loses More Streaming Subs, It Bets On Advertising by Alyssa BoylePodPod and Campaign launch Audio Advertising Awards

Podcast Ad Spend Up 5% YoY, Branded Kids' Podcasts Prove Popular, & More Sep 01, 2023

Show notes

Essential news from this week in the business of podcasting. Word of mouth is still the best podcast promotion tool, study shows by Reem Makari Frozen's Story Will Continue In a New Podcast Audible partners with Nickelodeon to launch Are You Afraid of the Dark? companion podcast Wondery, Dr. Seuss Enterprises Ink Deal for Slate of Original Kids Podcasts PBS Kids Expands Podcasting Slate With Launch of ‘Jamming on the Job’ Featuring 123 Andrés TV’s Nielsen complaints get louder Nearly 3 out in 10 U.S. Households Cancel Streaming Platforms to Save MoneyAnd for Quick Hits: The Podcast You Want To Make by Tom Webster. After talking to many Podcast Movement attendees about how to grow their audience, Tom asks a hard question - should you make the podcast you want to make? 45% Of U.S., U.K. Advertisers Have Used Same Ad Approach For Past 5 Years by Laurie Sullivan. In addition to the finding in the headline, 32% of advertisers surveyed say they plan to continue using outdated strategies. 2024 global ad spend will surpass $1 trillion: report by Jasmine Sheena. A new report from marketing research firm WARC predicts spend will increase 8.2% next year and will reach $963 billion by the end of 2023.July 2023: Top spenders, movers and shakers in podcast advertising. The newest Magellan AI monthly analysis of advertising data from the top 3,000 podcasts in the US on Apple Podcasts.

Word-of-mouth Still Best Podcast Promotion Tool, Ad Spend Continues to Grow, & More Aug 31, 2023

Show notes

Here's what you need to know for today in the business of podcasting: Word of mouth is still the best podcast promotion tool, study shows by Reem Makari New podcast studies showing growth in ad spend, listeners suggest the bubble hasn’t burst by Sara GuaglionePBS Kids Expands Podcasting Slate With Launch of ‘Jamming on the Job’ Featuring 123 Andrés by Abbey White…as for the rest of the news: the Washington Post covers the utility of podcasts as background noise for listeners with ADHD, MarketingBrew covers a WARC report saying global ad spend will exceed $1 trillion in 2024, MediaPost covers a study showing 45% of advertisers in the US and UK haven’t changed their ad strategy in five years, and Adnews reports Q2 digital audio ad spend in Australia is up 14% year over year.

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