How can I make money podcasting? Podcast advertising and monetization is the top question for any podcaster, big or small. With dynamic ads and programmatic advertising becoming more popular in the medium, it’s becoming easier to sell ads on your podcast. 

On this episode of the Q’d Up Podcast On Podcasting, Jay (PodVader) and John are joined by Bryan Barletta, “The Buzzword of Podcast Adtech” at Sounds Profitable, to discuss everything involved with podcast advertising. No matter if you’ve had ads or are just getting into them; knowing about dynamics ads, how to calculate your podcast analytics, and the different types of podcast ads are imperative for every podcaster.

Show highlights:

Introduction

iHeartMedia buys Triton Digital (1:39)

Bryan shares his thoughts about the Triron Digital deal, including the price of the deal, the technology they bring to iHeartMedia, and how it could shape the podcasting industry moving forward.

Podcast advertising: Dynamic ads (8:00)

Bryan breaks down what dynamic ads are, how they can work from a content perspective, and what benefits they bring for podcasters. Jay and Bryan talk about their views on podcast advertising and how you can segue into dynamic ads in your own podcast.

How will programmatic advertising impact podcasting (22:00)

As programmatic advertising becomes more popular in podcasting, Bryan believes we’ll see an influx of shows with far too many ads. While Bryan recognizes that will work for some shows, he thinks others will struggle because of it. Jay and John go back to a previous episode to discuss a survey about how listeners feel about pre-recorded and host-read ads.

Podcast analytics and ad sales (25:12)

Listener analytics are critically important for all types of online media, including podcasting. Bryan breaks down a few of the key metrics all podcasters should know as well as how to calculate them. John and Bryan also break down how podcast advertising isn’t yet impacted by in-depth metrics yet but go over the way they’re typically priced currently. John and Jay discuss their thoughts on pre-roll ads.

Exposure vs. Conversion (31:45)

Bryan explains what exposure and conversion mean in advertising, and how advertisers use those metrics to determine an ad’s success.

Transparency in podcast advertising (34:06)

Bryan talks about the lack of transparency in podcast advertising and shares his thoughts on privacy concerns in the United States compared to the EU. Bryan also shares what podcast platforms need to do to improve.

Links:

Q’d Up

Pod Vader - Twitter

Pod Vader - Email

Pod Vader - Linked In

John - Email

John - Linked In

Sounds Profitable - Website

Sounds Profitable - Podcast