current
Scaled Podcast Advertising
Advertisers are shifting from show-level podcast buys to scaled media buys across podcast networks, leveraging audience-based targeting to reach listeners at scale.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
Podcast advertising is evolving beyond individual show sponsorships. Advertisers are increasingly embracing scaled media buys across podcast networks, leveraging audience-based targeting to reach their desired demographics more efficiently. This shift allows brands to expand their reach and connect with listeners across a wider range of content. The document explains that "The pivot to network media buys allows you to easily reach your customers with audience-based targeting at scale."
Context Signals
135 million monthly podcast listeners (Infinite Dial, Edison Research)
Hybrid model combining show-level and network buys
Growth of large-scale podcast networks
Edge
AI could be used to optimize ad placement within podcast networks, ensuring that ads are delivered in contextually relevant shows and segments.
Programmatic buying could become more prevalent in podcast advertising, automating the process of purchasing and placing ads across networks.
This trend could lead to greater standardization of podcast ad formats and measurement metrics, facilitating easier comparison and analysis across different networks.
