Sonnant and Barometer Dispel Unfounded Fears About Brand Safety

Knowing that programmatic advertising for audio is on the rise [cite: IAB], and digital revenues were becoming the focus of more publishers, Sonnant and Barometer started a customer project to prove that data and AI could overcome any unwillingness of advertisers to invest in audio advertising spend.

Tony Simmons, Founder and CEO of Sonnant, says “Publishers have been concerned that any piece of content, that was labelled ‘unsafe’ or ‘high risk’ by tech would reduce its advertising potential to zero. Our wide-reaching research indicated that just because a 90-minute show discussed ‘Murder’ around the 10 minute mark, advertisers would still be eager to advertise at a later point of the show if the content and audience mix was brand relevant. So, when I started discussing this opportunity with the Barometer team, our collective goal was to get to that later advertising placement with simplicity, cost-efficiency, and precision.”

Dr. Tamara Zubatiy, co-founder and CEO of Barometer stated, “Brands need a safe, suitable and contextually relevant advertising environment. We’ve been working hard to help brands move away from whole category exclusions towards scaled show and episode approvals, allowing advertisers to be more nuanced in their targeting. This work with Sonnant continues that pursuit and introduces a new level of granularity; ad-break to ad break, offering advertisers the most precise contextual adjacency targeting possible.

Barometer’s contextual engine decodes the nuances of spoken-word content, allowing publishers and advertisers to uncover structured content signals, intent, sentiment, tone, and relevance, setting a new standard for contextual targeting and brand suitability in audio and beyond.

Sonnant is building the digital infrastructure to unleash spoken word content into the digital age. Its platform uses specialists AI to digitise content, automating manual, non-remunerative workflows and connecting via API to publication and advertising systems to increase revenues.

Together, Sonnant and Barometer’s allows customers to find contextually relevant, suitable insertion points via API:

* Choose contextual targets + suitability and safety levels: Select your contextual framework to build safe and suitable targeting criteria.

* Create timing barriers: Ensure that any ad is placed with contextually relevant content, but at a safe enough time distance, of your choosing, to remove unwanted alignment.

* Create mid rolls and activate: Midrolls placements are now created at a safe distance, and these timing and targeting data / rules integrate directly to your existing platforms.

For more information or a demo, please see our deck here meet with us at NAB, or contact: Tamara Zubaity, CEO & Co-founder, or Tony Simmons, CEO,Sonnant

From Length to Limbaugh? – PCN 042

PCN iTunes artworkIn this episode, Shawn and Jen discuss the idea that there is a perfect length for a podcast episode. We mention the potential future of podcasting for Conservatives. We also talk about why a brand could benefit from having its own podcast – and end with an example of how NOT to do that.

Links mentioned in this episode:

* Podcasting gives brands a voice. So why don’t more companies podcast?
By Chris Lee for City A.M.

* Podcast Suicide: 5 Errors to Avoid
By Charlotte Micklewright for the Spreaker Blog

* Sorry Virginia there is no such thing as the perfect length for a podcast
By Rob Walsh for Podcast411

* Will Podcasting Bring Us the Next Rush Limbaugh?
By Stephen Kent for The American Conservative

* Ivanka Trump had aspirations for a women-in-business podcast, but alas
By Tonya Riley for Death and Taxes

Footballing Introverts Anonymous – PCN 041

PCN iTunes artworkIn this episode, Shawn and Jen discover that there actually are audio footballing (or soccer) podcasts out there.  Who knew?  We give hope to introverts who think they couldn’t possibly do podcasting. (You can do it!). And we point out a podcast with an anonymous host who is providing a beneficial service to listeners.

Links mentioned in this episode:

* 3 Quick Ways to Improve Your Podcast Episode Titles
By Charlotte Micklewright for the Spreaker Blog

* Introverts Are Redefining Podcast and Career Stories
By Sarah Rhea Werner for Forbes

* A golden age for footballing audio
By Sidin Vadukut for Live Mint

* First Columbus Podcast Festival Celebrates A Scene On The Rise
By Clare Roth for WOSU Radio

* Meet the Podcasters Bringing Alcoholics Anonymous Into the Digital Age
By Emanuel Cavallaro for Narratively

We’re All Mainstream Now! – PCN 040

PCN iTunes artworkIn this episode, Shawn and Jen give you a round-up of articles that predict what will happen in podcasting in 2017.  We discuss what we think about the potential rise of “walled gardens”, the future of advertising in podcasts, and what it means that we’re all mainstream now.

Links mentioned in this episode:

* Podcasting set to go mainstream in 2017
By Richard Brooks on TechCentral

* Why branded podcasting could more than double in 2017
By Max Williams on Digiday

* Podcasters of color are striving to amplify ‘the actual voices of marginalized folks’
By Charles Pulliam-Moore on Business Insider

* 2017: Podcasting’s Breakthrough Year
By Dave Van Dyke for Bridge Ratings

* Behind Scripps’ Podcasting Bet
By Michael Depp on TVNewsCheck

* For Black History Month, iTunes has put together a collection called The Black Experience. It features several podcasts with Black hosts.

* Women in Podcasting: Interview with Fariha Roisin and Zeba Blay
Fariha Roisin and Zeba Blay are the hosts of Two Brown Girls. They did an “email interview” with Jen for Podcaster News in 2015.

Podbbang! – PCN 039

PCN iTunes artworkIn this episode, Shawn and Jen talk about a Korean podcasting platform that is more popular in Korea than iTunes is.  We debate the value of transcription of podcast episodes, and ponder if Shortcut (and services like it) can really make audio more sharable.

Ironically, we also get into a discussion about the importance of consistency in podcasting (despite the fact that we haven’t been super consistent.)

Links mentioned in this episode:

* Podcasts become a viral hit with Koreans
By Song Kyoung-Son for Korea Joongang Daily

* This American Life listeners are sharing audio in unexpected ways
By Elizabeth Hansen for Columbia Journalism Review

* Podcast Blogging
By Jessica Rhodes (on

* ‘Stop Podcasting Yourself’ and the Reliable Consistency of Podcasts
By Noah Jacobs on Splitsider

* 21 Podcasts to Help You Outsmart Your Competition in 2017
By Jeremy Goldman for Inc.

Thank you to: Dave Nelson of Galactic Network and Grizzly Smith of Grizzly’s Growls Podcast for their comments.

The Passion of the Pods – PCN 038

PCN iTunes artworkIn this podcast, Shawn and Jen talk about the passion involved in podcasting. People often start podcasts about something they are passionate about. That same passion can come out in weird ways in response to either praise or a critique of their show.

Links mentioned in this episode:

* Podcasting: ‘It builds trust, credibility and brand loyalty’
By Emma Sheppard for The Guardian

* Why it’s time to start writing about podcasts as culture
By Caroline Crampton for New Statesman

* Please, Please, For The Love of God: Do Not Start a Podcast
By Ryan Holiday for Thought Catalog

* 5 Secrets Coming from a Finalist of the ‘Best Business Podcast’
From On Podcast Engineers

* Why Are Podcasters So Sensitive to Both Criticism and Praise?
By Nathan Rabin for Splitsider

Movies, Moms and McPoverty – PCN 037

PCN iTunes artworkIn this episode, Shawn and Jen talk about what could happen if your podcast became a movie (or TV show). We also discuss why moms should listen to podcasts, and point out the stories behind some podcaster’s Twitter handles.

Links mentioned in this episode:

* On the Emerging Trend of Adapting Podcasts into TV Shows and Movies
By Paola Mardo on FilmSchoolRejects

* 11 best podcaster Twitter handles (and the stories behind them)
By Matt Williamson on Bello Collective

* Millennial moms love listening to podcasts
By Denise Cortes on BabyCenter

* History Podcasts Made by Women
By Calen Cross on Bello Collective

* Students explore podcasting in classes, radio broadcasting
By Connie Meade on The Knox Student

Pirates, Wrestlers, and Runners – PCN 036

PCN iTunes artworkIn this episode, Shawn and Jen talk about pirates that steal other people’s audio content. We review some options about what you can do if your content is stolen, and point out a site that tends to end up with a lot of stolen content.

We also talk about why it is a good idea to listen to a podcast while you are running. And we finish the show with a nice story about a podcaster who participated in the Rio Olympics.

Links mentioned in this episode:

* Takedown or Shakedown Notices: What You Need To Know About DMCA and Podcasts
By Attorney Barry Kantz on PowerPress Podcast

* When Will Youtube Deal With Its Audiobook and Podcast Piracy Problem?
By Ryan Holiday on Observer

* Tracking metrics expected to improve as podcasts grow
By April Simpson on Current

* Running is the perfect time for podcasts
By Carolee Belkin Walker on TribLive

* Love of wrestling leads Jason Bryant from Poquoson to public-address announcer at Rio Olympics
By Marty O’Brien on Daily Press

The Unskippable Episode – PCN 035

PCN iTunes artworkIn this episode, Shawn and Jen discuss the dream of all advertisers who place their ads on podcasts – the unskippable episode.

The advertisers are super interested in finding some way to know, for certain, how many listeners actually heard their ad (and how many skipped right over it). This motivation values ads more highly than the content of your podcast.

In addition, we give you a really good example of how to advertise your podcast without annoying people. It takes a little creativity, but has great potential. We also poke at the concept of getting to the top of iTunes.

Links mentioned in this episode:

* Podcasting Has an Ad-Skipping Problem, Too
By Stephen Perlberg on The Wall Street Journal

* May the Podcast Marketing Be With You
By Mathew Passy on PodToPod

* Podcasting and the Big Picture, Part 2: Simple Tweaks to Increase Your Traffic
By Blubrry Team on PowerPress Podcast

* Podcast stats: what we (don’t) know
By James Cridland on Asia Radio Today

* How to Take Your Podcast to the Top Rank on iTunes
By Podcast Engineers at Podcast Engineers

A List, a How To, and a WTF – PCN Show 034

PCN iTunes artworkIn this episode, Shawn and Jen discuss two articles that provide advice on how to start your own podcast. One is intended for those who are brand new to podcasting, and the other brings up thoughts of WTF.

We also review yet another list that is in response to the infamous one done by Collision Media.

Links mentioned in this episode:

* Amazon Wants People to Pay for Podcasts
By Joshua Brustein on Bloomberg

* The Top Woman in Radio Says Podcasting Needs More Women
By Valentina Zarya on Fortune

* How to start your own podcast without any experience
By K. Thor Jensen on Geek

* How to Start Your Own Podcast: Tech Talk with Marc Maron
By Josh Rosenberg on SPIN

* The Pod 11 – The most influential Entities in Podcasting
By Rob Walch on podCast411