Liberated Syndication Inc. (“Libsyn”), the leading all-in-one podcasting platform for creators and advertisers, announced its September 2023 Podcast Advertising Rates, including the highest and most accessible CPM categories, and touched on advancements in its brand safety and sustainability targeting solutions.

The Podcasting Advanced: Building Brand Trust & Safety

Podcast advertising elevates consumers’ brand awareness, sparking curiosity, driving engagement, and boosting their interest in making a purchase from that brand’s products of services, according to Nielsen’s ‘Podcasting Today’ report. This is driving home why brands are increasingly choosing podcasts as a medium for advertising, but they want to ensure brand safety and protection of their reputation across such digital audio campaigns.

That’s why Libsyn is committed to prioritizing brand safety for its advertisers. The Company’s AdvertiseCast marketplace leverages ComScore technology to scan and analyze the transcripts of individual podcast shows within the marketplace, enabling contextual profiling of their audio inventory. These integrated components work seamlessly together to score shows, empowering brands to ensure ad placement safety and suitability.

Dave Hanley, Chief Revenue Officer of Libsyn’s AdvertiseCast, affirms, “Our advanced brand safety and suitability solutions prioritize advertisers’ peace of mind. Through our AdvertiseCast marketplace, we utilize ComScore technology to meticulously analyze podcast show transcripts, enabling contextual profiling and show scoring. This commitment ensures brands can confidently navigate the digital audio landscape.”

The following rates, which are denoted as cost per thousand or CPM, are published monthly by Libsyn’s AdvertiseCast, the industry’s premier podcast advertising marketplace that connects advertisers with podcaster. The Company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle. The data is derived from actual sales data across AdvertiseCast’s network of thousands of shows.

For September 2023, the average CPM rate was $22.91 for a 60-second ad spot. That figure is up 3.8% compared to last month (August 2023 avg. CPM rate: $22.07) and has decreased year-over-year (September 2022 avg. CPM rate: $23.94).

The three highest CPM categories in September based on delivered advertising were:

Education: $27

Arts: $26

Technology: $25

Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include Fiction, News, and TV & Film, which averaged around the low 20s in September.

Libsyn’s AdvertiseCast combines an industry-leading ad buying and management platform with full-service capabilities that makes it easy for podcast advertisers to initiate and manage highly targeted and measurable campaigns, while providing maximum return for creators. Historical monthly CPM rates can be found on AdvertiseCast’s website at www.advertisecast.com/podcast-advertising-rates.

Liberated Syndication Inc., (“Libsyn”), the leading all-in-one podcasting platform for creators and advertisers, unveiled its latest advertising offering, Predictive Contextual Targeting, a cookie-free targeting solution designed to empower podcast advertisers with contextually relevant, efficient, and privacy-friendly ad targeting capabilities.

Collectively, Libsyn’s AdvertiseCast and Libsyn’s Julep Media now offers advertisers access to a total combined inventory of approximately 500 million monthly impressions worldwide.

With this new offering, Libsyn enables advertisers to target with increased precision and at scale – on par with other advanced, digital media channels. Advertisers can now connect with desired podcast audiences across hundreds of audience segments, such as Fast Casual Restaurant Users, Interest in Home Improvement, In Market for Electric Vehicle, Pet Owners, Big Box Store Customer (By Brand) and Live Stage – Retirement to name just a few. Advertisers can access Libsyn’s Predictive Contextual Targeting solution through managed/run of network or programmatic/private marketplace (PMP) deals across the most popular Demand-Side Platforms (DSPs).

Predictive Contextual Targeting leverages cutting-edge technology, powerful audience data, advanced speech-to-text transcription, and intelligent categorization. The solution extracts the contextual essence of thousands of individual podcast episodes and accurately classifies content across hundreds of thousands of subcategories. As a result, ads are precisely delivered to the right listeners based on their content preferences.

“Podcast advertising is gaining momentum, attracting more advertisers eager to connect with vast and engaged audiences, and we recognize the growing need for sophisticated targeting capabilities,” said Dave Hanley, Chief Revenue Officer of Libsyn’s AdvertiseCast. “At Libsyn, we’re continuing to invest in cutting-edge ad-tech solutions to meet these needs. The launch of Predictive Contextual Targeting underscores our dedication to empowering advertisers with advanced targeting capabilities to achieve their brand goals, whether it’s direct response of brand awareness.”

Steffen Hops, CEO of Libsyn Julep and Head of International at Libsyn said: “With the combined scale of Libsyn’s AdvertiseCast and Julep Media, we’re unlocking potential for advertisers to reach a diverse, global audience. North American brands can now effortlessly target European listeners and vice verse, empowering advertisers to build their brands and forge meaningful connections across continents.”

With an expansive network of hundreds of exclusive podcasts and thousands of participating shows, Libsyn’s AdvertiseCast marketplace offers a range of innovative features that cater to advertisers’ needs. AdvertiseCast’s suite of solutions includes host-read and Automatic Ads, which allows podcasts to enhance their host-read programs by incorporating programmatic ad revenues. 

Moreover, AdvertiseCast’s Dynamic Ad Insertion feature has proven to be a game-changer for effectively monetizing unsold audio inventory. Additionally, creators can also leverage Libsyn Subscriptions to cultivate listener membership for ad-free content, providing an alternative revenue stream and enhancing the premium listening experience.

Among AdvertiseCast’s advertising and growth highlights for 2023 include:

Since launching its proprietary programmatic advertising with Automatic Ads for podcasts hosted on Libsyn, AdvertiseCast has achieved significant scale with an early limited release, on track to deliver 500 million monthly impressions.

Libsyn AdvertiseCast is consistently reaching a unique US Monthly Audience of over 16 million listeners surpassing the reach of the likes of The NY Times, NBC News, The Walt Disney Company, CNN, Paramount, and the Fox Audio Network.

Libsyn has put more than $70 million in advertising earnings in the pockets of podcasters as of August 2023.

Signed a multitude of large exclusive podcast shows to the network, including Multitude, Upfire Digital, Big IP Media, Knock ‘Em Dead, a new comedy podcast co-hosted by Rachel Bradley and Christopher Titus, and The Roseanne Barr Podcast.

Renewed exclusive sales relationships with popular podcasts, including The Commercial Break, the Leading Improv Comedy Podcast hosted by Bryan Green & Kris Hoadley, The Newsworthy, Audivita Studios, A Date With Dateline, Combat Story, Christopher Titus, Dr. Phil, I’ve got a Secret! with Robin McGraw, Behind the Velvet Rope, and Very Bad Wizards.

Libsyn will be showcasing the full breadth of its industry-leading podcast advertising platform at Podcast Movement 2023 in Denver between August 21-24. Visit us at booth #101 on the expo floor. If you are interested in scheduling a meeting with our team on site, please look us up on the Swapcard app.

Libsyn Syndication Inc, (“Libsyn”), the leading all-in-one podcasting platform for creators and advertisers, announced its February 2023 Podcast Advertising Rates, including the highest and most accessible CPM categories.

“Programmatic accounts for just 2% of total podcast ad revenues. While this is still nascent, in the last six months, AdvertiseCast is experiencing growing adoption of our Libsyn Auto Ads solution as more brands and agencies seek to buy podcast advertising programmatically like they purchase other digital ads,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “What sets our open market apart is our ability to bring together content, audience, technology, and transparency to deliver meaningful results for advertisers.”

The AdvertiseCast February 2023 Podcast Advertising Rates

The following rates, which are denoted as cost per thousand or CPM, are published monthly by Libsyn’s AdvertiseCast, the industry’s premier podcast advertising marketplace that connects advertisers with podcasters. The Company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle. The data is derived from actual sales data across AdvertiseCast’s network of over 2,900 shows, including more than 225 exclusive podcasts.

For February 2023, the average CPM rate was $22.04 for a 60-second ad spot. That figure is down approximately 1% compared to last month (January 2023 avg, CPM rate: $22.28) and has decreased year-over-year (February 2022 avg. CPM rate: $23.25).

“Although the podcast ad market remains resilient, we are seeing a couple factors pushing rates down for us,” said Hanley. “Given the market uncertainty, we are working aggressively with our agency and brand partners to offer them great value. In addition, our network has gone up market representing several larger podcasts, this carries natural rate compression, and those large audiences carry more weight in our calculations.”

The three highest CPM categories in February based on delivered advertising were:

Technology: $27

Education: $25

Kids & Family: $25

Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include Music, Leisure, and Fiction, which averaged around the low twenties in February.

Libsyn’s AdvertiseCast combines an industry-leading as buying and management platform with full-service capabilities that makes it easy for podcast advertisers to initiate and manage highly targeted and measurable campaigns, while providing maximum return for creators. Historical monthly CPM rates can be found on AdvertiseCast’s website at: www.advertisecast.com/podcast-advertising-rates.