German Podcast Marketers and Publishers / Audio Podcasts Are Here To Stay!

The German podcast marketers and production companies Seven.One Audio, Axel Springer Audio, Audio Alliance, Acast, Studio Bummens, iq digital and Mit Vergnügen have published the whitepaper: Audio podcasts – come to stay, which takes a closer look at the advantages of audio podcasts compared to the trend of video podcasts. From flexible use and efficient distribution to cost-effective production — audio podcasts remain unbeatable!

The strong growth of audio podcasts continues. In addition to audio-only podcasts, the trend towards video podcasts has also been on the rise on the market for some months now. However, this trend is not equally sensible and beneficial for all podcasts… so it’s time to take a look at the many advantages of audio podcasts!

5 arguments for audio podcasts:

Audio podcasts enjoy absolute platform freedom in distribution! The decentralized distribution of audio podcasts via RSS feeds enable podcast hosts to make their content accessible to a wide audience without being bound by economic conditions or technical specifications of individual tech platforms.

Audio podcasts score points when it comes to monetization! Compared to YouTube, audio podcasts offer up 16 times higher monetization opportunities. Video podcasts, on the other hand, face considerable monetization hurdles. Unlike audio, they cannot be played independently via ad servers. The control lies entirely with closed platforms, the so-called “walled gardens” such as Spotify, YouTube or TikTok, which therefore have access to control the advertising inventory as well as the advertising formats and prices. The structure of these walled gardens also makes it more difficult to book podcast reach, as advertisers have to place different ads for YouTube, Spotify and the RSS feed.

Audio podcasts score with impressive listen-through rates and are real situational all-rounders! They achieve a 150 percent higher listen-through rate than video podcasts. While audio podcasts achieve an average of over 80 percent across all genres, the view-through rate for video podcasts on platforms such as YouTube is only around 33 percent. The reason for this is that podcasts can also be consumed on the side, e.g. while driving, at home.

Audio podcasts create a particularly intimate atmosphere! Without cameras and elaborate setups, the interviewees can express themselves in a more natural and informal way. This strengthens the authenticity and trust of the listeners and leads to unscripted conversations that appear approachable.

Audio podcasts are lean and location-independent in production! They require minimal technical effort and time. In contrast, video podcasts require elaborate studio setups and extensive equipment. Copyright issues, findability in the mass of video formats and adherence to a regular publication rhythm also pose additional challenges. Video content also requires higher bandwidths, which entails additional costs.

Conclusion: There are podcasts for which a visual layer offers added value in terms of content, e.g, interview podcasts in studio situations. The video layer can also be a good marketing tool to generate attention on social media. However, podcasters should carefully consider whether the positive effects of switching to video podcast outweigh the challenges and negative effects!

Podigee And Seven.One Audio Partner To Launch Podigee Ad Marketplace

Podigee, the leading podcast hosting and analytics company in the German-speaking market, has announced a groundbreaking partnership with Seven.One Audio (part of the larger ProSiebenSat1 SE media group) to launch the Podigee Ad Marketplace, the single largest podcast inventory in Germany and German-speaking countries with over 200,000 podcast shows and over 150 millions of downloads every month.

The marketplace will empower creators of podcasts by making it effortless to monetize their content. This innovative platform will revolutionize the way podcast advertising is done as it aims for the premium quality and listening experience of host-read, while being fully scalable like programmatic advertising.

With the Podigee Ad Marketplace, podcast publishers will be able to earn money with their content at the click of a button, while Podigee takes care of the heavy lifting in the background. The platform will enable advertisers to reach a diverse range of audiences across a vast array of podcasts, from the most popular shows to the long tail of podcasts.

“We’re thrilled to launch the Podigee Ad Marketplace to bring podcast advertising in Germany to the next level,” said Mateusz Sojka, CEO of Podigee. “With the Podigee Ad Marketplace and our partnership with Seven.One Audio, we’re making it easier than ever for publishers to monetize their content and for advertisers to reach their target audiences.”

The Podigee Ad Marketplace will feature a range of ad formats, including pre-roll, mid-roll, and post-roll ads. The platform will provide publishers with powerful analytics to track their revenue and engagement metrics, while advertisers will have access to sophisticated targeting and reporting capabilities.

The Podigee Ad Marketplace has launched on Monday 03.06.2023 and is poised to transform podcast advertising in the German-speaking market and beyond.

About Podigee

Podigee is the leading podcast hosting and analytics company in the German-speaking market. The company provides a powerful, user-friendly platform for podcasters to create, distribute, and monetize their content, while offering detailed analytics to track engagement and growth.

About Seven.One Audio

Seven.One Audio is the podcast branch of the media powerhouse ProSeibenSat1 in the German-speaking market, offering a broad range of audio content across multiple platforms. The company partners with leading publishers and creators to offer audiences compelling audio experiences and innovative advertising solutions.