Spotify Podcast Ads: Monetising a Megaphone Show
Co-founder at Megaphone
inpractise.com/articles/spotify-podcast-ads-monetising-a-megaphone-show
Co-founder at Megaphone
The executive has over 15 years experience in digital advertising. The executive was one of the founder of Megaphone and Spotify after the acquisition. He is still involved in the podcasting industry, having co-founded company in the space after his departure at Spotify.
Interview Transcript
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How do you segment the ad formats today?
If you consider the shows on Megaphone, the partners are selling direct. Take, for example, the William Barnes podcast, you would be selling directly, probably to the DTC shops. The CPM would be based on performance. There's a lot of pressure for a low CPM because if you have a lower CPM, it would theoretically perform better in terms of response. But those CPMs overall can range anywhere from $20 to $35 if you're selling direct. If you're a special show, you can command more than that.
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Typically, how many of the top shows on Megaphone are sold directly by direct sales?
The most popular shows with the best hosts that are brand safe are likely to sell the highest, probably more than 50%. I would wager that a show like Joe Rogan is 75% sold out directly, and Malcolm Gladwell's show is also likely 75% sold out. The question is, why isn't it 100%? Selling 100% is challenging due to the timing of the advertising. Campaigns don't always align. You have a fixed number of ads in the show, and the timing of ad campaigns, like Malcolm Gladwell's, may not coincide. For instance, one campaign might want to start on November 15, but there's still some inventory left from a campaign that ends on November 1.
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