Thought Leadership

In this article we outline why all brands that want to invest in audio better get their plan in place now before it’s fully digital, because change is coming fast.

The podcast medium should be used solely for driving consideration and conversions, with fantastic creative reaching the right audiences. Here's Why.

According to the most recent IAB State Of Audio Report, 47% of media buyers still believe the biggest barrier for increased investment in podcast advertising. Spoiler: It's not. 

It is possible to curate a podcast media plan where you know exactly which shows you’re buying before you press go, and this isn’t just true for host-read ads on specific shows. Publishers and networks should be able to provide a list of the shows that appear in the different ‘categories’ they offer.

Chelsea Hardiman, Podcast Advertising Strategist

In recent years, the world’s biggest podcasts have taken their shows on the road—and with great success. For some, demand is so great they’re selling out arenas, for example The Rest Is Politics sold out their 10,000 seat show at the O2 arena in London, or Acquired’s recent interview with Mark Zuckerberg at San Francisco’s The Chase Center. 

‘Video Podcasts Will Be Big in 2025’. This seems to be the trendy thing for podcast experts to be talking about so far this year, despite it being nothing new.  

Fortunately tracking capabilities have come a long way since I first started working in the world of podcasting and it means we can now measure success more accurately.

Most advertisers or any podcast listener will now know what a host-read ad is, however too often I hear ads that are exactly that, simply read.

I attended London The Podcast Show 2024 and it was clear that advertisers, podcasters and people working within audio all had different, even contradictory, definitions for some of the most important metrics in podcasting.