{"id":21153,"date":"2024-05-07T18:30:51","date_gmt":"2024-05-07T18:30:51","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21153"},"modified":"2024-05-07T18:30:52","modified_gmt":"2024-05-07T18:30:52","slug":"podcasting-doesnt-technically-need-upfronts-theyre-getting-more-popular-anyway","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21153","title":{"rendered":"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">It started with the TV industry.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">Upfronts, that is. The annual gathering of media buyers and sellers dates back to the 1960s, when ABC gave the first upfronts presentation, and the TV industry still descends on New York City every May for upfronts.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">They\u2019re not the only ones\u2014the podcast industry has, for almost ten years, had its own version of the upfronts, too, even though there\u2019s no pressing need for podcast companies to do deals in May, as new shows, seasons, and episodes are not beholden to the strict confines of TV schedules. As of this year, there will be more than one.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">At the upcoming IAB Podcast Upfront, which takes place on May 9, presentations are likely to stretch beyond previewing content to topics including ad tech and multi-channel campaigns, especially as the popularity of podcasts distributed on YouTube and other video platforms continues to climb.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">\u201cAudio content writ large is entering the cultural zeitgeist at an even higher level than it ever has in the past,\u201d Matt Shapo, director of digital audio and video at the IAB, told Marketing Brew. \u201cPeople in the advertising community are beginning to understand that audio is increasingly important from a total marketing standpoint, and then if you want to build a truly effective campaign, you can\u2019t ignore the contributions that audio is going to make to an overall omnichannel campaign.\u201d<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">Annual podcast ad revenue has been on the rise, and the outlook for this year remains positive, according to Sarah Bolton, EVP of business intelligence at the media research company Advertiser Perceptions. In an annual survey of 250 digital audio advertisers, the company found that in both 2022 and 2023, about 40% of podcast spend was in the form of an upfront buy, Bolton said.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">This year for the first time, the podcasting community and conference Podcast Movement hosted an upfront-style event, the PodMov Podfronts, at its annual Evolutions conference in March. It was more conversational than a traditional upfront, Podcast Movement President Dan Franks said, with networks and publishers set up in booths around a ballroom where they could have one-on-one conversations with buyers as opposed to presenting from a stage, but \u201cthere was actual selling getting done,\u201d he said.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">Lizzie Widhelm, SVP of B2B marketing and ad innovation at SiriusXM Media, said her company does deals and hosts client meetings around the IAB Podcast Upfront. \u201cThere\u2019s always a benefit to getting in front of people when a market is emerging and growing,\u201d she said, but added that perhaps the event could consider rebranding itself, since presentations tend to focus on tech innovations and case studies as opposed to just new content.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">Widhelm isn\u2019t the only one who thinks so. \u201cI think they need to change the name,\u201d Greg Glenday, chief business officer at Acast, said. \u201cIt\u2019s got to be something different, where it\u2019s a chance for big podcasting companies like ours [to say]\u2026\u2018Here\u2019s what we\u2019re doing as a company,\u2019 but we\u2019re not going to get into, \u2018Here\u2019s our top three podcasts, or here\u2019s three podcasts we think you might find interesting, randomly.\u201d<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">In recent years, podcast execs have gone beyond discussing content alone during their presentations. Last year, branded podcasts, brand safety, and case studies were popular topics of discussion, and in 2022, some networks stressed the diversity of their hosts and audiences, while others shared stats about podcast ad trends from reports based on their own data.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-b4979adf-1 fPIWfF\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-c44530e4-12 cfTEgz inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-c44530e4-12 jqQIim inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">This year, Shapo expects data and targeting to lead some discussions. Programmatic marketplaces and ad-tech tools like device graphs are available in podcasting, and larger advertisers are \u201cstarting to figure it out,\u201d Shapo said, but there\u2019s still a certain level of education to be done. SiriusXM\u2019s presentation, meanwhile, will hit on the network\u2019s audience targeting, campaign measurement, and brand safety offerings, as well as content, case studies, and AI in voice advertising, Widhelm said.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">Another topic that\u2019s likely to come up at any podcast industry gathering these days: YouTube. Talk of the platform as a partner to podcasts started up significantly about a year ago, according to Franks, and interest among advertisers and creators hasn\u2019t waned.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">\u201cWe\u2019ll meet a creator, and we\u2019ll ask them about their podcast, and then halfway into the conversation, you realize\u2026they might not even have an RSS feed, which would be considered a traditional podcast,\u201d Franks said. \u201cThey just have a YouTube show, but they\u2019re calling this thing a podcast, and if they&#8217;re calling it a podcast, and lots of people are doing that, then doesn\u2019t that kind of make it a podcast at this point? That\u2019s where the vernacular is going.\u201d<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">At Acast, the team prefers the term \u201caudience\u201d over \u201clisteners,\u201d Glenday said. \u201cIf we say \u2018\u2018podcaster\u2019 and \u2018listener,\u2019 you\u2019ve pigeonholed yourself.\u201d The company has had success with multichannel ad campaigns, even beyond just YouTube, he added. For instance, Maker\u2019s Mark\u2019s sponsorship of the podcast <em>Your Mama\u2019s Kitchen<\/em> included in-show content as well as YouTube and Instagram assets, Glenday said. From 2022 to 2023, Acast experienced a 46% increase in advertisers booking multichannel campaigns.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">SiriusXM has also seen \u201chuge interest\u201d in multichannel campaigns, according to Widhelm, especially among advertisers who are more interested in aligning with a particular show or host as opposed to basing their campaigns on audience targeting.<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\">\u201cI think there will be a future where you will see each creator take advantage of YouTube, just like they would take advantage of TikTok or Instagram, to drive audience engagement,\u201d Widhelm said. \u201cWe\u2019ll do what we can to bring advertisers into those experiences where it makes sense.\u201d<\/p>\n<p class=\"dist__StyledText-sc-c44530e4-12 nZKQy\"><em>Correction 5\/6\/2024: This piece has been updated to correct<\/em>\u00a0<em>the spelling of Lizzie Widhelm&#8217;s name.<\/em><\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/04\/30\/podcast-upfronts-getting-more-popular?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It started with the TV industry. Upfronts, that is. The annual gathering of media buyers and sellers dates back to the 1960s, when ABC gave the first upfronts presentation, and the TV industry still descends on New York City every May for upfronts. They\u2019re not the only ones\u2014the podcast industry has, for almost ten years, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21154,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21153","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway | Brandiary<\/title>\n<meta name=\"description\" content=\"It started with the TV industry.Upfronts, that is. The annual gathering of media buyers and sellers dates back to the 1960s, when ABC gave the first\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21153\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway | Brandiary\" \/>\n<meta property=\"og:description\" content=\"It started with the TV industry.Upfronts, that is. The annual gathering of media buyers and sellers dates back to the 1960s, when ABC gave the first\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=21153\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-07T18:30:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-07T18:30:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/05\/1715106652_96178b2af401ecac195d437e64e3fe1a0ebd732f-7360x4912.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21153#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21153\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway\",\"datePublished\":\"2024-05-07T18:30:51+00:00\",\"dateModified\":\"2024-05-07T18:30:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21153\"},\"wordCount\":1012,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21153#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21153\",\"url\":\"https:\/\/mysourcefunding.com\/?p=21153\",\"name\":\"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2024-05-07T18:30:51+00:00\",\"dateModified\":\"2024-05-07T18:30:52+00:00\",\"description\":\"It started with the TV industry.Upfronts, that is. The annual gathering of media buyers and sellers dates back to the 1960s, when ABC gave the first\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21153#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21153\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21153#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway | Brandiary","description":"It started with the TV industry.Upfronts, that is. The annual gathering of media buyers and sellers dates back to the 1960s, when ABC gave the first","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=21153","og_locale":"en_US","og_type":"article","og_title":"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway | Brandiary","og_description":"It started with the TV industry.Upfronts, that is. The annual gathering of media buyers and sellers dates back to the 1960s, when ABC gave the first","og_url":"https:\/\/mysourcefunding.com\/?p=21153","og_site_name":"Brandiary","article_published_time":"2024-05-07T18:30:51+00:00","article_modified_time":"2024-05-07T18:30:52+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/05\/1715106652_96178b2af401ecac195d437e64e3fe1a0ebd732f-7360x4912.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=21153#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=21153"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway","datePublished":"2024-05-07T18:30:51+00:00","dateModified":"2024-05-07T18:30:52+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=21153"},"wordCount":1012,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=21153#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=21153","url":"https:\/\/mysourcefunding.com\/?p=21153","name":"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2024-05-07T18:30:51+00:00","dateModified":"2024-05-07T18:30:52+00:00","description":"It started with the TV industry.Upfronts, that is. The annual gathering of media buyers and sellers dates back to the 1960s, when ABC gave the first","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=21153#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=21153"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=21153#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Podcasting doesn\u2019t technically need upfronts. They\u2019re getting more popular anyway"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21153","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21153"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21153\/revisions"}],"predecessor-version":[{"id":21155,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21153\/revisions\/21155"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/21154"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21153"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21153"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21153"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}