Podcasting’s Advertising Problem Is Your Problem, Podcaster

Podcasting has a revenue problem. As with podcasting’s “discovery problem,” it’s unevenly distributed. We can make podcasting worth the investment, but only if we work together. Are you ready to help?

Podcasting’s Darling Doesn’t Scale

Buying ads on podcasts are a pain in the ass. No, I’m not even going to abbreviate that to make it more palatable. It’s freaking hard to do podcast advertising, regardless if you’re a buyer, a supplier, or someone in the middle. It sucks.

Podcast Advertisers Are Lazy

While we’re all high-fiving each other for having a killer ad unit that’s hard to replicate in other formats, we’re forgetting a truism: Ad money flows to the easiest placements. That holds true for the advertisers who’re committed to advertising in podcasting. They’re spending money on podcast advertising, but in the easiest ways possible.

From Downloads to Addressable Inventory

To make it easy for advertisers to spend money on your podcast and spread the wealth, you have to utilize DAI-dynamic ad insertion.

Getting Your Podcast’s Share Of The Revenue Pie

In the past, I’ve told you to ignore advertising unless you’re getting 50,000 downloads per month. I’m revisiting that advice in light of the maturation of our industry. Call me a flip-flopper if you want. I just call it adapting to reality. It’s a skill!

Podcast philosopher. Professional contrarian. On a mission to make podcasting better. Hip he/him. คุณ | http://PodcastPontifications.com | http://Simpler.Media

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