Spotify Podcasting: An Agency Buyer's Perspective
National Audio Investment Executive at Publicis Media
inpractise.com/articles/spotify-podcasting-an-agency-buyers-perspective
Spotify Podcasting: An Agency Buyer's Perspective(August 29, 2023)
National Audio Investment Executive at Publicis Media
The executive has over 25 years experience in the advertising industry. The executive spends over $100m annually on audio ads across terrestrial radio, streaming radio and podcasting.
Interview Transcript
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If we focus on podcasting, what is the rough split in the types of ads you buy? Between programmatic or direct?
This lack of control can lead to brand safety and suitability concerns. Just because you're reaching a demographic it doesn't necessarily mean they are the audience you want to reach, or that they are consuming the content you want to be associated with.
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I understand. Broadly speaking, what, in your opinion, makes a good advertising channel in audio from first principles?
There are also clients more focused on the mid or lower funnel. They aim to influence consideration and spark interest in their product. In such cases, they lean towards terrestrial radio options like live reads and host reads. This is where podcasting comes into play.
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So, podcasting is similar in that sense?
To answer your question, brands that want to leverage the relationship listeners have with their favorite podcast hosts lean into live reads. They get the talent to talk about the brand, engaging listeners and encouraging them to consider the brand. When a listener hears a person they respect and regularly listen to endorsing a brand, they may be more inclined to try it.
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