In January, Spotify introduced a method of letting advertisers know how many people heard a given ad in a podcast, rather than through the common method of counting downloads for an episode, and to insert ads in podcasts that have already been recorded. “There’s not even a unified metric by which podcasts are being looked at by advertisers,” she said.

The chief content and advertising business officer at Spotify. Podcasting’s rise has been slowed in part by fragmentation and the lack of digital marketing tools such as addressability, said NBA Hires CMO From Paramount as It Pushes Digital Products October 27, 2022.How Brands Split With Celebrity Partners October 28, 2022.Marketers Brace to Defend Their Ad Budgets in an Unsteady Economy October 28, 2022.It is planning a criminal-justice podcast co-produced and co-hosted by Kim Kardashian West, and recently won exclusive rights to the popular podcast from Joe Rogan in a licensing deal the Journal reported is worth more than $100 million. and the sports-and-pop-culture publisher the Ringer, which makes many podcasts. It also has acquired podcast producer Gimlet Media Inc., podcast publisher Anchor FM Inc. Entertainment Inc., plus other fiction podcasts using Warner Bros. Spotify last month formed its own pact for superhero podcasts from the DC unit of AT&T Inc.’s Warner Bros. The company last year struck an exclusive deal for podcasts from Walt Disney Co.’s Marvel Entertainment. podcast unit for around $300 million, The Wall Street Journal reported this week. The deal also calls for collaboration on research and a first crack at new shows for Omnicom Media Group clients, which includeīig media and technology companies have been trying to capture more of podcasts’ growth for themselves, and to accelerate it.

“We know that audio works very well at increasing consumer attitudes and driving action, but we believe that adding addressability to the podcast format may increase metrics even further,” she said.

Is increasing its podcast investment now partly because audiences continue to grow and partly because technology is making the ads more targetable and measurable, Ms. Omnicom Media Group, part of advertising-agency holding company

Sources spotify podcasts wall