4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
Tues11 1100 jason_hoch
1. Can You Hear Us Now?
Is Podcasting A Business
Yet?
2. The Modern Day Podcast
Smart Phones Matter
Getting Big, While Feeling Small
Terrestrial Trouble
Here Comes Technology
Golden Age of Storytelling
3. Growth of Podcasting
Smartphone consumption of podcasting has
risen as the ‘most used device to listen to
podcasts’ from 48% to 71% since 2013
Source: Edison Research and Triton Digital Study, 2016
4. Growth of Podcasting
58 million consumers (est) have listened to
a podcast in the past month (21% of US
audience)
98 million consumers (est) have listened to
a podcast (36% of US audience)
Source: Edison Research and Triton Digital Study, 2016
5. Who are the listeners?
US Population
Age 12-17
Age 18-34
Age 35-54
Age 55+
Age 18-34
28%
Age 55+
35%
Age 35-54
31%
Age 12-17
9%
Podcast Listeners
Age 12-17
Age 18-34
Age 35-54
Age 55+
Age 12-17
11%
Age 35-54
34%
Age 18-34
38%
Age 55+
17%
Source: Edison Research and Triton Digital Study, 2016
6. Podcast Market
• $207M revenue projected in 2017 (up from low estimate of
$35M in ‘16)
• 25% YoY audience growth
• Gimlet $6M VC-backed, valuation at $30M
• Terrestrial radio still massive, but showing signs of problems,
especially with Millennials, as a function of music decay via
streaming services.
• Early days on ‘drive time’ podcasting
17. Why we are so excited
• Huge back catolog of content
• 6000 episodes
• 3000 hours of content
• The new ‘Binge Listener’
• Technology is a game changer
• Endless topics to discuss
• Social Media and a true FANBASE.
18. What we’ve learned
• We got it wrong, at first
• Evergreen content works for binge listeners
• Cross-promotions work
• Fans and Social matter
• Extensions such as video, live tours, books
and social media are a critical part of
audience discovery and growth
• There are no 3 second podcasts
26. Customer Categories
• Brands
• Brands in traditional radio or digital, wanting to try the new
thing
• GE, Mailchimp, Merril Lynch, History Channel, SyFy Network,
USA Network
• Direct Response
• ROI-focused advertisers continue to renew with economics
that work
• Squarespace, Stamps.com, GreatCourses
• Programmatic
• Downstream terrestrial and streaming radio advertisers
• Hybrid of performance based and traditional radio
27. Programmatic Podcast Ads
• Unified buying for agencies and brands
• Initially flowing downstream from terrestrial and streaming radio
• 3rd party ad trafficking
• Data and Analytics
• Not a ‘House’ campaign, but premium offering
• Dynamic ad insertion
• Targeting: Geo, DMA
• Detailed reporting including engagement metrics
• Campaigns can run across all platforms and devices
28. Data and Reporting
Constraints• Podtrac as first ‘Industry
Rankings’ tracker, but issues
• Comscore and Nielsen sniffing
around this space, but no clear
consensus. SDKs are difficult.
Server log counting is heavy
lifting.
• Common language like display,
video, social needed to help
agencies and brands.
• Apple, the big player (65% of all
podcasts on iTunes), has limited
data
• Early days on drive time
29. Social Media
• Unique, untapped opportunity to expand audience
• Social Media to find ‘like audiences’
• Target by interest, iOS vs. Android
• Lifetime value of a podcast listener
• Podcast listeners consume an average of 5 podcasts
• HowStuffWorks consumers nearly 9 podcasts/mo.
• Lack of unity and metrics on players and LTV
• Testing Needed
