longer ads are more cost-effective

• Podscribe released its Q3 2024 performance benchmark report. Among the many findings in US podcast promoting:

  • Whereas host-read advertisements do work higher, as a result of they price extra, the cost-per-acquisition is definitely the identical as operating produced spots. (And, as above, longer reads are less expensive).
  • Virtually all advertisers solely attain 25% of complete month-to-month podcast listeners – so, there may be important potential for progress.
  • Amelia Coomber instructed Podnews that “audio isn’t a medium to be taken frivolously. With all of the stuff occurring within the trade proper now, I believe (the report) is a shining mild to talk to the thrilling alternative that’s in entrance of us.”

• Within the US, YouTube is the service used most often to listen to podcasts, in accordance with Edison Analysis. 31% of weekly podcast listeners aged 13+ select YouTube because the service they use most to hearken to podcasts; Spotify is at 27%, and Apple Podcasts is at 15%, says the information.

• Attribution and evaluation firm Magellan AI has efficiently joined the checklist of companies compliant with IAB Podcast Measurement Guidelines v2.2.

  • Quite a few firms haven’t recertified since 2021, though the IAB Tech Lab tells us that annual recertification stays a requirement. Nonetheless, “just a few firms” can be eliminated by the tip of the yr after selecting to not recertify, the corporate says, however wouldn’t verify who.

• BBC Studios are to use Triton Digital for audio advertising and analytics tools for podcasts exterior the UK, making the broadcaster’s podcasts obtainable to over fifty advert exchanges on Triton’s international Audio Market. The BBC continues to work with Acast, who’re “excited to proceed working collectively to develop the podcast market globally”.

• In the meantime, The Guardian has renewed its global podcast contract with Acast. The 2 firms have labored collectively since 2017.

• There have been a number of job cuts at Canada’s Rogers Sports & Media. Amongst wider cuts all through the corporate, casualties embrace Jordan Heath-Rawlings – host and EP of The Big Story – alongside Mary Jubran, an Editor and Viewers Growth specialist, and producers Robyn Simon and Joseph Fish. Earlier this yr, Rogers closed Pacific Content material; the corporate’s technique seems to be a deal with a shrinking radio enterprise.

• Scott Galloway: “The Prof G podcast portfolio (Prof G, Prof G Markets, Raging Moderates) will register 2025 revenue of approximately $10m. We make use of 5 producers, two analysts, and a technical director/sound engineer. I spend 8-12 hours (complete) per week on the pod(casts)”.

• Spotify’s video strategy is critically examined by DWNLOAD Media’s Chris Peterson. “This technique feels fully one-sided — targeted on rising Spotify’s Premium product slightly than rising the podcast trade,” he says.

• Like YouTube, Spotify is now displaying auto-generated wide, 14×9, thumbnails for video podcasts for some customers.

• Tomorrow is the last day to submit your entry to The Ambies. The ceremony is in Chicago on Mar 31.

• Submissions are open for the fourth edition of the Ondas Podcast Awards. The awards for the Spanish-language sector are divided into three classes: normal, particular and particular.

• Widespread iOS podcast app Overcast has received an update that provides listening stats and 48-hour listening historical past. The app has additionally obtained a worth enhance – Overcast Premium is up from $9.99 to $14.99 a yr. (You completely don’t want Premium to make use of the app, however supporting builders is at all times a good suggestion).

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Suggestions and tips – with Memberful

• Product administration is tough (whether or not it’s your podcast or your web site), particularly in relation to making decisions about what you’re constructing or doing. Milly Botes, Acast’s VP of Product, suggests that you just apply the identical ideas that you’d apply to funding – diversification, rebalancing, and risk management.

Podcast Information

Veteran radio DJ David Hamilton has launched a brand new podcast aimed toward over 65 year-olds. Wise Words talks about sustaining friendships, cooking traditions, studying in later life and navigating fashionable know-how. The podcast was launched following analysis that exposed the common over-65 spends lower than an hour a day speaking to different folks.