All posts by Jen Thorpe

AdLarge Publishes 2021 Podcast Buying Guide



AdLarge has released the highly-anticipated 2021 Podcast Buying Guide V4.0, featuring essential information on the rapid evolution of the marketplace including the latest resources and tools for measurement, analysis, and attribution available today. While similar to the first three guides by remaining simple to follow and understand, the fourth edition goes beyond the basics of buying and delves into the specifics behind content selection, measurement efficacy, and targeted delivery.

“As more buyers continue to experience the unmatched ROI of podcast advertising, we recognized the opportunity to provide guidance and context to the quickly evolving landscape of attribution, measurement, and delivery,” commented Ilwira Marciszek, AdLarge Senior VP, Head of Revenue Operations & Digital Sales. “The unprecedented growth we are witnessing today is a true testament to the power of podcasting.”

Cathy Csukas, AdLarge Co-CEO added, “Working with a broad range of shows and clients has uniquely positioned AdLarge as an authentic resource to buyers. Our spectrum of knowledge has enabled to gain a comprehensive understanding of the marketplace, which we’ve outlined in this playbook. Our goal is to provide everyone with the tools to make the most informed advertising decisions possible. The substantial increase year-over-year in advertiser spend has proven the audience is attentive, engaged, and ready to take action.”

The 2021 Podcast Buying Guide V4.0 from AdLarge is divided into four sections:

Evaluating: Evaluating media to form solid content partnerships

Effectiveness: How to build an effective and measurable campaign

Efficiency: Level up with efficiency and scale

Expertise:
Experts answer frequently asked questions

The 2021 Podcast Buying Guide V4.0 can be downloaded here.


Samsung Launches its First Branded Podcast in Partnership with Acast



Acast has announced its partnership with Samsung Electronic Australia to produce and distribute the company’s first branded podcast within the Australian Market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible.

Rule Benders is a six-week branded podcast campaign, with a new episode dropping each week. Presented by Samsung Galaxy, the podcast forms part of the marketing campaign for Samsung’s latest foldable smartphone range, the Galaxy Z Fold3 and Galaxy Z Flip3. With its revolutionary new folding smartphones challenging the norm by featuring bendable glass, the podcast will also challenge the norm with stories of Australians who are bending rules.

Rule Benders is the largest-scale branded podcast to be launched so far by the Acast Creative team in Australia. Acast Creative is a pillar of the Acast Marketplace, helping brands navigate the rapidly evolving podcast landscape and elevate commercial messaging its greatest potential. The Samsung and Acast partnership was facilitated by Samsung Electronics Australia’s media agency, CHEP Media.

Tom Roach, Creative and Strategy Lead, Acast Australia and New Zealand, said: “The concept of Rule Benders was inspired by Samsung Galaxy and the new Z Series foldable smartphones. We wanted to reflect people who think differently and shake up the status quo, while helping Samsung build cultural connections with new audiences by making the show available throughout the open podcasting ecosystem.

“This is a doubt the biggest, most high-profile branded podcast we’ve launched in Australia, and it’s more proof that brands are starting to realize the power of podcasting and the creative ways that they can tap into huge audiences of highly engaged listeners.”

Hayley Walton, Head of Brand Marketing, Mobile Division, Samsung Electronics Australia, said: “Samsung’s brand purpose is to create new innovations that defy barriers and can help to make our world a better place. The incredible Australians that we feature in Rule Benders epitomize the Samsung Galaxy brand with each individual challenges the status quo and forging new paths that will make our world more inclusive, positive and accessible for more people.

“We believe that using these talent in our first branded podcast series will help engage audience on a deeper level and help them to connect with Samsung in a way we’ve not achieved before. With podcasts becoming exponentially more popular in recent times, our partnership with Acast was a no-brainer and we’re thrilled to see it go to air.”

Acast – the creator-first podcast company that works with some of Australia’s biggest shows – will distribute Rule Benders, making it available across all podcast apps and played such as Apple Podcasts, Spotify, and Google Podcasts.


Veritonic Names Kristin Charron Vice President of Marketing



Veritonic, the leading audio analytics platform, announced the appointment of Kristin Charron as Vice President, Marketing. Charron, a ten-year veteran of the global audio technology and services company Triton Digital, will lead Veritonic’s marketing efforts, furthering its growth and position as the industry’s preeminent, end-to-end analytics solution for audio adversing.

“Veritonic’s analytics have become the indispensable barometer for brands and agencies to measure the intelligence and efficacy of audio advertising,” said Charron. “I am excited to be joining this innovative team, and look forward to further elevating the awareness, value and utility of the platform and the insights it provides.”

Charron spent the last ten years at Triton Digital (acquired by iHeartMedia in February), with previous roles at Marvel Entertainment and Sony Network Entertainment. Her appointment coincides with Veritonic’s recent hiring of longtime audio and advertising executive Korri Kolesa as its Chief Revenue Officer.

“As audio consumption continues to grow exponentially, the demand for sophisticated, real-time analytics has never been higher,” said Scott Simonelli, CEO and Founder of Veritonic. “Kristin’s experience and expertise will enable us to meaningfully increase awareness of the world-class data and insights that Veritonic provides, ensuring that every brand and agency has the resources they need to effectively and seamlessly harness the power of audio.”


Italy – Ipsos Presents Results of Third Edition of “Ipsos Digital Audio Survey”



The survey was launched by Ipsos in 2019 with the explicit intention of allowing the market to have a solid point of view on users’ models and use logic in a specific territory of the media & entertainment universe such as Digital Audio.

Ipsos Digital Audio Survey continues to embrace all the different varieties of Digital Audio, but again this year the focus remains on podcasts: a format that continues to generate great interest, but which risks being overshadowed by unclear definitions and confused measurements.

The data monitored by the survey, listening to podcasts last month, reaches 31% in 2021 among 16-60 year old (about 9.3 million people), with a slight growth but which consolidates the positive trend recorded. Last year (in 2020 podcast had seen a leap of 4 percentage points, going from 26% to 30%): a proof of the fact that the diffusion of the format is a stable and non-transitory result of the digitization process that took place in the pandemic context.

The format remains remarkably young (44% under 35), but in 2021 the adult, graduated (27%) and professional (13%) targets to grow. Even if their “early adopter” connotation (the first to adopt new technologies, preference for premium products) slightly attenuates with the evolution of the registry, podcast users confirm themselves as more responsible and receptive consumers than the average.

The substantial stability in the penetration of the target seems to indicate that further significant growth processes require an “education” on action on the audience, to socialize the general population to this format and allow the user to foreshadow the many possible ways of access and opportunities for the smartphone is further strengthened as the most used device for listening to podcasts (79%), the computer (43%) remains in second place, but in decline, as well as tablets (26%).

Listening to podcasts takes place while other activities are carried out at the same time (80%), with a trend to be monitored in the future.

One figure that we have begun to monitor is that of the platforms used to listen to podcasts, the Digital Audio Survey in 2021 highlights that Spotify is the most used platform followed by YouTube.

The approach to podcasts remains mainly “pull”, with the user who decides to listen after searching the internet for a topic that interested him (34%). Looking ahead, it is interesting to note that GEN Z (16-25 years old) is more easily pushed to listen to podcasts through social word of mouth (32% vs. 25% of total podcast users) and suggestions from the app they use (25% vs. 16%).

In the trade-off argument vs. speaker as driver of choice is confirmed as the strongest (52%), but the relative weight of speakers continues to grow (30%).

In this third edition of the Digital Audio Survey we investigated the specific role of influencers, who appear to have an influence in promoting listening to podcast for 2 out of 3 listeners, with a particularly strong weight among the youngest (74% of those under 35 vs. 54% of 45+).

The strong level of engagement found in 2021 is confirmed, with 59% of users listening to podcasts for the entire duration, and listening to the entire podcast series continues to grow (41%). Loyalty is a crucial issue, especially for a format driven by pull logics. The offer of podcasts increases, therefore, but users still remain firmly in control of the user experience, choosing / intercepting content that is in most cases able to keep them engaged.


APM Studios Names Joanne Griffith Chief Content Officer



APM Studios, the podcast production division of American Public Media (APM), has announced two new executive appointments. Effective immediately, Joanne Griffith joins the team as Chief Content Officer and Thomas De Napoli has been named Chief Strategy Officer, solidifying the senior leadership team under General Manager Lily Kim. Along with Chief Operating Officer Alex Schaffert, the group is charged with forwarding the studio’s mission to tell stories that inspire change through unique perspectives, voices and realities.

Griffith will oversee the editorial vision and brand voice for APM Studios and will have creative oversight on original and acquired podcasts. Her new role marks her return to APM, having previously worked with Marketplace, the organization’s business and economic news outlet, where she implemented a successful audience engagement-focused approach to growing the enterprise’s digital footprint. With over 20 years of experience in audio reporting, producing and editing, Griffith has a deep background in public media, working with the BBC, NPR, Southern California Public Radio and KQED. She was recently the founding managing editor of The California Newsroom, one of NPR’s first collaborative regional news hubs, and was also the lead producer on ESPN’s 30 for 30 podcast The King of Crenshaw.

As Chief Strategy Officer for APM Studios, De Napoli will lead on all business development efforts to extend APM’s podcast IP across multimedia platforms, including consumer products and experiences. He will also continue managing sponsor and partner revenue growth for the organization’s portfolio of on-demand audio content. De Napoli joined APM in 2020 as managing director, and over the past year has built the podcast business’ sales and business development strategy, including a landmark partnership deal with Cadence 13. Prior to APM, he led ViacomCBS’ digital transformation initiatives to monetize its social media footprint and developed revenue-generating partnerships with leading creators and digital publishers.

“During this pivotal time for APM Studios, Alex, Tom and I are thrilled to welcome Joanne. Given her impressive background in public media, her thoughtful audience-engagement approach towards storytelling, and the past initiatives she has led to champion diversity efforts, it was clear from the start that Joanne would be the perfect person to round out our leadership team,” commented Lily Kim, General Manager, APM Studios. “Expanding Tom’s role here at APM Studios was also an easy decision given the significant impact and growth he’s led on content innovation and digital sales capabilities across our organization.”

“Over the past 18 months, the media ecosystem has experienced a rapid acceleration from an ‘attention’ economy that is measured in impressions, views, and clicks towards a ‘passion economy’ realized in fan love, engagement and loyalty. We’re excited about the opportunity this opens up for public media organizations like APM Studios to build partnerships and develop new offerings with others who share our values as we continue to advance our purpose-driven mission of delivering accessible, relevant and impactful stories to new and existing audiences in storytelling spaces beyond audio.”

Flagship podcasts produced by APM Studios include the award-winning Terrible, Thanks for Asking; Brains On!; Don’t Ask Tig; The Splendid Table; and The Slowdown. The studio — which specializes in developing and producing podcasts across multiple genres, including kids and family, news and investigative, and personality and lifestyle categories — has several new programs in development to launch in the upcoming fall/winter season.

The new leadership appointments follow APM Studios becoming an official entity under the American Public Media umbrella.


Audacy Promotes Tim Clarke to Senior VP, Audio Content



Audacy has elevated Tim Clarke to Senior Vice President, Digital Audio Content on the company’s central digital team, effective immediately.

In this role, Clarke will be responsible for audio content across the Audacy digital platform, which includes the Audacy app, Audacy.com, and Audacy’s station websites. Clarke will drive strategy and execution for new exclusive and original content for the platform and will have oversight of Audacy’s new exclusive digital music stations. He will also be responsible for the digital audio experiences of Audacy’s portfolio of broadcast stations, local and national station affiliates, and podcast partners. Clarke will work alongside Pam Russo, Executive Vice President and General Manager of the Audacy digital platform; and John Pacino, Executive Vice President of Product. He will also work closely with Executive Vice President and Head of Programming Jeff Sottolano and Audacy’s programming and content teams across the company to develop new and innovative listener experiences by combining the technology of the platform with Audacy’s best-in-class audio content and talent, while collaborating with podcast studio leadership and local teams and talent to further enhance and grow Audacy’s local podcast content and audience.

“Tim is a rising star in our industry and we’re excited to add his talents and capabilities to our digital business,” said J.D. Crowley, Chief Digital Officer, Audacy. “He brings rich experience leading content and consumer strategies that we trust will enable him to help us further elevate our mission of delivering dynamic digital audio content through a listener-friendly platform every day.”

“I am truly honored to join our industry-leading digital and content teams as we build the future of audio with Audacy,” said Clarke. “A sincere thanks to the team at Audacy, including Mark Hannon and my colleagues in Boston. I have loved working with the incredible people and brands in this market and look forward to seeing their continued success under Mike Thomas’ leadership.”

Clarke joined Audacy in March 2021. He previously served as Vice President of Content and Audience for Cox Media Group (CMG). In this role, he oversaw all content, programming, marketing and digital audience strategies for the company’s radio properties. Prior to that, Clarke was Senior Director of Digital Audience, where he was responsible for digital content, audience and product strategy for CMG’s radio stations. Other positions with Cox Media Group include Director of Branding and Programming for CMG Tampa’s “Hot 101.5” WPOI-FM, Director of Social Media for all six of CMG’s Tampa properties, Program Director at CMG Jacksonville’s WAPE-FM and Music Director for CMG Long Island’s WBLI-FM. In 2011, Clarke was honored by Edison Research as one of their “Top 30 Under 30” in media.

Audacy subsequently welcomes Mike Thomas to succeed Clarke as Senior Vice President and Market Manager of its Boston market. In this role, Thomas will oversee the market’s six stations including Big 103 (WBGB-FM), Magic 106.7 (WMJX-FM), Mix 104.1 (WWBX-FM) WEEI (WEEI-FM), WEEI (WEEI-AM) and WVEI (WVEI-AM), effective November 1.

“I am thrilled to welcome Mike back to Boston to lead Audacy’s leading brands here,” said Mark Hannon, Regional President, Audacy. “Mike’s a proven winner and his leadership will be critical in moving the business forward. I also want to thank Tim Clarke for the exceptional job he has done this past year and wish him continued success as he moves to our central digital team.”

“Boston evokes memories of great times and celebrations,” said Thomas.” “When Mark Hannon reached out about coming back and leading such a diverse group of stations, it was exhilarating! I can’t wait to reconnect with a lot of talented people, some which I spent over a dozen years working side-by-side with, and celebrating many more victories.”

Thomas joins Audacy from Good Karma Brands, where he served as Market Manager of ESPN Chicago 1000 AM since December 2019. Prior to that role, Thomas was the Brand Manager for 98.5 The Sports Hub in Boston from 2017 to 2019. During his tenure, the station was awarded three Marconi Awards for Sports Station of the Year. Thomas spent nine years with CBS Radio, holding multiple roles including Vice President of Sports Programming in which he worked with the program directors of the company’s 18 owned and operated local sports stations across the country, as well as Vice President of Programming for CBS Radio Boston and Program Director, including for Marconi Award-winning WZLX for 11 years. Thomas launched his career at Clear Channe/iHeart, serving as Program Director and on-air personality for KGB-FM in San Diego and WFBQ-FM in Indianapolis, as well as Rock Brand Manager in 2001 for the company’s eight Classic Rock stations in Indiana, Illinois, Missouri, Kansas and Iowa.


Audacy Welcomes Lena Moss Glaser as VP and Executive Producer of 2400Sports



Audacy welcomes Lena Moss Glaser as Vice President and Executive Producer of 2400Sports, the newest podcast studio in Audacy’s award-winning digital audio portfolio. In this role, Glaser will oversee all production and content operations for all 2400Sports podcasts, partnering with producers and talent internally and externally to develop slates of new podcasts, reporting to J.D. Crowley, Chief Digital Officer, Audacy.

“I’m thrilled to welcome Lena to Audacy and our podcast team as we continue to scale our newest studio 2400Sports,” said Crowley. “Her deep experience in sports media, from digital and social-first content to international productions at the biggest sporting events in the world, and her ability to find unique stories that engage a diverse range of audiences, combined with her reputation as an incredible leader, makes her a perfect fit to lead 2400Sports, and we’re looking forward to Lena lending her voice, skills and talent to our team.”

“I’m excited to be joining Audacy and to have the opportunity to lead 2400Sports at a time when the way we consume sports and connect with athletes is constantly evolving,” said Glaser. “We will work to deliver fans the content they crave, to tell stories that take them somewhere new, and to champion emerging voices. As a fan of the shows created by Audacy’s other podcast studios, I am so excited to be working alongside them as we build this brand, and to get to work making 2400Sports a home for every kind of sports fan.”

A veteran sports studio producer and five-time Sports Emmy Award winner, Glaser began her career with NBC, where she produced network studio shows for four Olympic Games and served as Coordinating Producer of NBC’s Paralympics coverage in Sochi, Rio, and Pyeongchang. She produced the National Dog Show and in 2021 launched the network’s first ever live Olympic studio show on Twitter. Glaser received a 2015 Sports Emmy nomination for feature producing.

Her additional remote, studio, and feature credits include work on the US Open, Wimbledon, and Roland Garros; three Super Bowls, and “Football Night in America.” After NBC, Glaser worked for Katie Couric Media running branded content initiatives. In 2019 she partnered with TFA Group to develop the documentary “Watershed,” which tells the story of Paralympic swimmer and gold medalist Mallory Weggemann, working alongside Weggemann as Executive Producer. Glaser re-joined NBC in 2021 as Coordinating Producer of “On Her Turf,” the first ever Olympic broadcast and podcast dedicated exclusively to women’s sports. She remains dedicated to growing both the women’s sports and Paralympic and adaptive sports media spaces.


Supercast Opens Direct Access to Spotify for Subscription Podcasters



Subscription podcasters now have a centralized way to reach listeners on every major podcast player with the addition of Spotify to Supercast’s integration roster.

Supercast has built its new integration using Spotify Open Access, which enables publishers to offer gated content on Spotify using the publisher’s existing subscription network.

Supercast is the first subscription platform to offer the Spotufy Open Access integration to all its users.

More than 28 million Americans use Spotify as their primary podcast player. Now, with an easy way to access those listeners, subscription podcasters on Supercast can access a larger audience while managing their subscriber base all in one place.

“We’ve heard time and again from our Spotify listeners about wanting to access our paid Get Sleepy feed in their Spotify account,” said Michael Brandon, creator of the Get Sleepy podcast. “The integration of Spotify into Supercast means we can now serve our audience better – and that makes both them and us very happy.”

With the new Supercast – Spotify subscription integration, podcasters can enjoy multiple benefits:

  • A single place to upload paid content that delivers across all podcast players
  • A great experience for their Spotify audience, who can now link their podcast subscription to their Spotify account to listen
  • Easier to covert Spotify listeners to a paid subscription with a fast and easy signup process
  • No additional cost to include Spotify as an opting for subscribers

“It’s so important to serve listeners on whatever podcast player they already use. That’s why Supercast has always been an ardent supporter of the open podcast ecosystem and making things work together,” said Supercast CEO Jason Sew Hoy. “Now, thanks to Supercast’s integration with Spotify, our podcasters can serve 100% of their audience with a seamless subscription experience.”

“We believe creators, from independent podcasters to publishers and platforms, should have control over how they approach their business and have access to audiences everywhere they listen to audio,” said Nir Zicherman, Head of Future Formats for Spotify. “Bringing Spotify Open Access to all Supercast users marks a breakthrough in subscription audio content, and we’re very excited to see creators succeed.”

Amid a boom in subscription podcasting, Supercast has been growing rapidly. The company’s top 10 podcasters now earn more than USD$10 million in annual recurring revenue from the paid subscribers they have on the platform.


New Social Audio Network Jamit to Launch Public Beta



Curious minds looking for stories that excite and resonate with them, now have a new ally in social audio, Jamit.

Touted as the B.E.T of podcasts, Jamit is a new social audio platform focused on taking authentic stories to a global audience. The podcast platform which earlier in the year launched its services in San Francisco, California is now set to launch fully in Nigeria spreading its operations globally. Jamit features podcasts produced by creators from different backgrounds and cultures who are willing to lend out their voices, speaking on a variety of topics from religion, comedy and love to history, politics and science. Subscribers can also get their weekly fix of exciting, inspiring and thought provoking topics from Jamit originals such as What a Joke, The Life of Testimony, Date Sex and Love, Almost Legend, Citizen Z, Cheap Talk, The Afropolitan Podcast and more.

Over the years podcasts have gained popularity because of the timeless art of storytelling. But despite the growing popularity of podcasts, the podosphere still remains predominantly white. Moreover, although research indicates a growth in black listenership, one of the most popular podcasting platform, iTunes’ Top 100 chart is dominated by shows featuring white hosts.

There is hope for a growing black podcast audience and black podcast creators as Jamit is rewriting a new narrative for podcasts. The company is motivated by its mission to build the future of storytelling by enabling diverse storytellers connect with an enthusiastic audience to support them and also make it much easier for them to get discovered globally.

Software and Audio Engineer, Ike Orizu and Stanley Agbadugo are the masterminds behind Jamit. The duo are also the Founders of TruSpot, the first African music platform which played a huge role in the growth and breakthrough of AfroBeats. When asked about the motivation for creating Jamit, Orizu explained: “I want to amplify diverse voices worldwide and increase their representation in the social audio and creator economy space.”

Jamit podcasts platform is easy to use. Users can discover audio stories by topic or by entering a creator’s username. Podcasts can be streamed from a computer or by downloading the free app available in the App store and Google Playstore. All that is required is to sign up and subscribe to favorite podcasts.

Although still in its infancy, Jamit welcomes podcast submissions from creators worldwide, who are passionate about storytelling and want to connect and share their stories with an attentive audience.