Podcast ad revenue growth slows, but networks and ad platforms pitch new content and ad buying tools at IAB Podcast Upfront
Despite a slowdown in podcast ad revenue growth, podcast networks and ad platforms took to the stage Thursday at the IAB’s annual Podcast Upfront held in New York City to talk up new show launches, improvements in measurement and ad targeting and reaching audiences beyond audio platforms with video.
This year, the Podcast Upfront had a few newcomers, including sports media group Better Collective, conservative news publisher The Daily Wire and Good Karma Brands, which took over the operations and sales of ESPN’s radio and podcast business last July.
Another big theme of the day was podcast networks’ pitch to marketers in the audience on their ability to reach an incremental audience (or audiences that they wouldn’t be able to reach in other channels). Execs at iHeart and SiriusXM, for example, said podcasting was unique in that it was a channel people were moving to when they shifted their attention away from social platforms.
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Source:: Digiday
