Podcasts are a great medium to create engaging and unique content while building up a community. However, unless you’re a celebrity or a part of a major network, there hasn’t been a ton of money funneling down . . . Until now that is. With some recent news and projections, podcast advertising has exploded to start 2021. If you’re looking to monetize your podcast, this is a must-listen episode.
On this episode of the Q’d Up Podcast on Podcasting, John and Jay (PodVader) discuss eMarketer’s recent projection that digital audio advertising will reach nearly $8 billion within the next four years, Libsyn’s acquisition of Glow’s subscription payment system, and what podcast advertisers are going to be looking for when buying ads on your podcast.
Show highlights:
Introduction
Podcast advertising: Growth and projections (1:33)
According to eMarketer, there’s about to be a massive boom in digital audio advertising. Forecast to go as high as $7.89 billion by 2025, podcasts will get a large slice of that pie, with eMarketer projecting $1.28 billion in podcast ad revenue in 2021.
Podcast advertising: What’s an audio impression (4:13)
For podcasters excited to start raking in the podcast advertising money, knowing what counts as an impression is key. Jay and John discuss what’s needed to count as an impression while breaking down some of the important notes for advertisers and podcasters to consider.
Podcast advertising: Downloads vs. impression (10:37)
With downloads being a major metric to determine a podcast’s success, John and Jay discuss the differences between downloads and impressions, and what advertisers likely care most about.
Libsyn acquires Glow (28:38)
Libsyn has been making some acquisitions recently and they’re back with another one. This time Libsyn has acquired Glow, which offers subscription payment system. Jay and John break down what the purchase of Glow will mean for Libsyn and for podcasters using those platforms.
Audioboom had record revenue (38:49)
The first quarter has been great for Audioboom, who had record revenue to start 2021. Jay dives into some of the numbers, including their average CPM, which points to a ton of podcast advertising dollars flowing in.
Links:
Inside Radio – Digital audio ad spend expected to jump
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