An overview of the Podcasting market, including market projections, audience growth strategy, underlying economics and competitive ecosystem. With input from Gimlet Media
Presented by Bruce Harwood: June 29, 2017
Have you heard about traditional media but aren't quite sure what it is? This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it. As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.
Presented at TMKedu by Sean Galligan on July 16, 2014
Have you heard about traditional media but aren't quite sure what it is? This presentation shares how to plan and buy traditional media and will give you some context on why advertisers use it and how you should think about it. Each medium is different in its own way and this presentation explores the nuances of each and how they are adapting in today's digital landscape.
BroadcastAsia 2014 - is social TV changing the international TV syndication m...Natan Edelsburg
Here's my presentation from BroadcastAsia 2014, on how social media is changing the international syndication of TV. I spoke with various experts who contributed to this presentation.
Presented by Bruce Harwood: June 29, 2017
Have you heard about traditional media but aren't quite sure what it is? This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it. As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.
Presented at TMKedu by Sean Galligan on July 16, 2014
Have you heard about traditional media but aren't quite sure what it is? This presentation shares how to plan and buy traditional media and will give you some context on why advertisers use it and how you should think about it. Each medium is different in its own way and this presentation explores the nuances of each and how they are adapting in today's digital landscape.
BroadcastAsia 2014 - is social TV changing the international TV syndication m...Natan Edelsburg
Here's my presentation from BroadcastAsia 2014, on how social media is changing the international syndication of TV. I spoke with various experts who contributed to this presentation.
'Tools For Radio Content Regulation #1: Playlist Diversity Analysis' by Grant...Grant Goddard
A research paper proposing that commercial radio regulation in the United Kingdom should undertake radio station music playlist analysis in order to ensure diversity of content within the radio marketplace, written by Grant Goddard in January 2003.
Content Marketing World 2011
“Rise of the SuperFans: Growing TV Audience by Empowering Digital Communities”
Josh Richman, Vice President of Marketing, WGN America
Keith Blanchard, Creative Director, Story Worldwide
“Involve the fans” is the sine qua non of digital marketing today. But to date, these participation opportunities have been strictly limited. What happens if you let brand advocates all the way into the tent? Josh Richman, VP of Marketing for WGN America, Tribune Broadcasting’s national cable network, and Keith Blanchard, executive creative director of Story Worldwide, show how you can drive offline behavior through digital by involving advocates materially in the creation of content, and curating the digital communities that form around it.
This session will show you how managing digital communities can generate productive offline behavior while lowering traditional ad spend. Today, WGNA features “Superfans” in TV spots, tweeters show up in crawls during shows, and fans program the lineup for episode marathons. In exchange, WGNA has been able to leverage each show’s existing online fan base to drive audience, positioning WGNA well for the long-term transition from lean-back-TV to online-interactive experience.
Gup shup's mobility solutions for tv channelsGupShupUMP
Webaroo's universal messaging platform, supports over 2.1 billion mobile interactions per month and is being used by over 66 Million users, 500 brands and 25,000 businesses to interact, engage and communicate using any mobile device
Our platform has processed over 100 billion messages and enables enterprises to send mobile messages to users across all messaging paths including Data, SMS and Voice
Webaroo is the fastest growing and leading SMS aggregation platform in India with over 36% of the A2P SMS volume in India being sent using its SMS Cloud API platform
News podcasting opportunities for publishers by Reuters Institute at European...ACTUONDA
REUTERS PODCAST REPORT: NEWS PODCASTS AND THE OPPORTUNITIES FOR PUBLISHERS
Presentation of the findings and conclusion of the Reuters Podcast Report, the most comprehensive study to-date on the growth of news podcasts, exploring their prevalence worldwide, what they are offering to audiences and how publishers and platforms stand to benefit.
Presented by Nathan Gallo, Research Assistant at Reuters Institute at at European Radio and Digital Audio Show 2020
'Tools For Radio Content Regulation #1: Playlist Diversity Analysis' by Grant...Grant Goddard
A research paper proposing that commercial radio regulation in the United Kingdom should undertake radio station music playlist analysis in order to ensure diversity of content within the radio marketplace, written by Grant Goddard in January 2003.
Content Marketing World 2011
“Rise of the SuperFans: Growing TV Audience by Empowering Digital Communities”
Josh Richman, Vice President of Marketing, WGN America
Keith Blanchard, Creative Director, Story Worldwide
“Involve the fans” is the sine qua non of digital marketing today. But to date, these participation opportunities have been strictly limited. What happens if you let brand advocates all the way into the tent? Josh Richman, VP of Marketing for WGN America, Tribune Broadcasting’s national cable network, and Keith Blanchard, executive creative director of Story Worldwide, show how you can drive offline behavior through digital by involving advocates materially in the creation of content, and curating the digital communities that form around it.
This session will show you how managing digital communities can generate productive offline behavior while lowering traditional ad spend. Today, WGNA features “Superfans” in TV spots, tweeters show up in crawls during shows, and fans program the lineup for episode marathons. In exchange, WGNA has been able to leverage each show’s existing online fan base to drive audience, positioning WGNA well for the long-term transition from lean-back-TV to online-interactive experience.
Gup shup's mobility solutions for tv channelsGupShupUMP
Webaroo's universal messaging platform, supports over 2.1 billion mobile interactions per month and is being used by over 66 Million users, 500 brands and 25,000 businesses to interact, engage and communicate using any mobile device
Our platform has processed over 100 billion messages and enables enterprises to send mobile messages to users across all messaging paths including Data, SMS and Voice
Webaroo is the fastest growing and leading SMS aggregation platform in India with over 36% of the A2P SMS volume in India being sent using its SMS Cloud API platform
News podcasting opportunities for publishers by Reuters Institute at European...ACTUONDA
REUTERS PODCAST REPORT: NEWS PODCASTS AND THE OPPORTUNITIES FOR PUBLISHERS
Presentation of the findings and conclusion of the Reuters Podcast Report, the most comprehensive study to-date on the growth of news podcasts, exploring their prevalence worldwide, what they are offering to audiences and how publishers and platforms stand to benefit.
Presented by Nathan Gallo, Research Assistant at Reuters Institute at at European Radio and Digital Audio Show 2020
Podcasting: Building Consumer Connections & Revenue for PublishersMediaPost
Last year, an estimated $220M was spent on podcast advertising, where direct-to-consumer brands found huge success in building connections with consumers and helped usher in a culture shift in the way brands communicate with audiences. With ad spending on podcasts expected to surpass $500M buy 2020, what should publishers be thinking about as they build a revenue stream around podcasting? What business models have emerged, and what trends developments are affecting podcast monetization? Hear guiding business practices and case studies from Gina Garrubbo, who leads the sponsorship sales team for the top podcast publisher today, NPR.
KEYNOTE
Gina Garrubbo, President & CEO, National Public Media (NPM)
TuneIn presentation @ European Radio and Digital Audio Show 2018ACTUONDA
TuneIn presentation @ European Radio and Digital Audio Show 2018
A look at TuneIn’s core benefits – one directory multiple platforms. Devices, reach, models, developments.
A review of the drivers and appetite for subscription models in Europe.
By Miles Palmer, representative of TuneIn for Europe.
The program of The European Radio and Digital Audio Show 2018 is coorganized by Nicolas Moulard (Actuonda) and Xavier Filliol (Les Editions de l'Octet) in collaboration with Phiippe Chapot (Editions HF).
www.salondelaradio.com
www.european-show.radio
"Netflix of Radio” delivers audio content on demand. A collection of signs and cases relating to audio content and how it is evolving with changing consumer behaviors and technologies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
3. 3
Executive Summary
• Digitization of media continues; news and talk radio beginning to be
disrupted by emergence of podcasting
• Podcasting market is estimated at ~$90M in 2014, and is expected to
grow at ~24% annual growth through 2020
• Individual podcasts can succeed through a combination of factors
which have been leveraged by popular podcasts
• Podcasting economics potentially appealing
• Competitive landscape shows that content producers likely to see the
highest margins while aggregators and distributors see highest volume
Investment opportunities
Content: Invest in producers w/ top talent
Aggreg/Distributors: Invest in Distribution networks
4. 4
Digitization is causing significant changes across media
landscape
Traditional Digital
Shift from in-store
pickup to on-
demand mail-in and
streaming model
Video
Shift from real-time
TV viewing to on-
demand TV, and
streamed
productions
Television
Shift from real-time
radio and physical
CDs to digital
downloads and
streaming
Music
5. 5
Disruption now impacting talk/news/public radio, where
podcasts emerging as a new format
Traditional Digital
Shift from real-time
talk radio to on-
demand download
and streaming model
News/Talk
Radio
6. 6
Podcast searches have increased over time, with top
players like Serial fueling recent spikes
0
20
40
60
80
100
Indexed google searches within "Radio" category
Radiolab
Podcast
Serial
2010-01
2010-07
2011-01
2011-07
2012-01
2012-07
2013-01
2013-07
2014-01
2014-07
2015-01
Invisibilia
Planet Money
Source: Google Analytics
8. 8
Podcasting has grown by ~25% over the last 5 years;
growth expected to stay fairly consistent into 2020
0
100
200
300
400
0.0
0.1
0.2
0.3
0.4%
Estimated podcasting market spend ($M)
2010
43
2011
53
2012
58
2013
75
2014
90
2015
133
2016
167
2017
207
2018
256
2019
318
2020
395
25%
10-15E
CAGR
24%
15E-20E
CAGR
24 2422 11 29 19 48 25 24 24
Y/y % market
growth
11 25 2713 13 15 18 20 21 22 24Average CPM ($)
26 91 10232 37 43 51 59 66 74 82
Digital media
spend ($B)
Share of digital media spend
Podcasting spend
Share of digital
media spend
Note: CPM price change estimated by applying change in Cost per Loyal User Index (measures cost of acquiring a loyal user for brands who
actively market their apps) to 2015 CPM cost
Sources: CPM: Multiple press sources; Pricing change: Fiksu and Interactive Advertising Bureau
PRELIMINARY
9. 9
Listeners have grown by ~8% over the last 5 years,
while listens have grown by ~11%
Notes: Listeners: Using average number of weekly listens per Edison Research, assumed that: existing users listened to 100% of those listens;
new users listened to 50% of those listens; older users listen to 25% Average listens: Assuming listen 4 weeks per month; 10 months per year
Source: Edison Research; US Census
NUMBER OF PODCAST
LISTENERS
AVERAGE LISTENS PER
LISTENER TOTAL PODCAST LISTENS
Assumed for
2010-13
PRELIMINARY
10. 10
Under select scenarios, podcasting space could stay
relatively flat, or hit over 40% US penetration
0
200
400
600
800
1,000
Estimated podcasting market spend ($M)
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
25%
10-15E
CAGR
48%
24%
2%
15-20E
CAGR
24 2422 11 29 19 48 25 24 24
Y/y % market
growth
11 25 2713 13 15 18 20 21 22 24Average CPM ($)
0.17 0.35 0.390.17 0.16 0.17 0.18 0.23 0.25 0.28 0.31
Share of digital
media spend
Base
High
Low
Note: CPM price change estimated by applying change in Cost per Loyal User Index (measures cost of acquiring a loyal user for brands who
actively market their apps) to 2015 CPM cost
Sources: CPM: Multiple press sources; Pricing change: Fiksu and Interactive Advertising Bureau
Base
12. 12
Podcasts have acquired listeners through several routes
Personality • Podcasts can grab initial share of viewers with well-known
radio personalities or celebrity hosts
Cross-
promotion
• Featured segment of newer podcasts on popular podcasts
has helped drive listeners to the new podcast
Social
Media /
Buzz
• Social media and buzz playing a more significant role in
driving podcast growth
Traditional
Media
• Discussion of podcasts in more mainstream media outlets
draws in newer listeners who may not have listened to
podcasts before
List
positioning
• Presence in the iTunes top 10 list has been significant factor
in building listener base
13. 13
Acquisition routes of recently successful podcasts
Fastest
podcast
in iTunes
history to
reach 5M
listens
Launched
in Top 5
of iTunes,
remains
in top 40
Launched in fall
of ‘14, about a
a journalistic
investigation
into a Baltimore
murder
Launched in
Summer ‘14,
the story of
launching a
podcasting
company
Note: Article mentions determine through Factiva searches on: “Serial & podcast & Koenig” and “Startup & podcast & Blumberg”
Source: Factiva
PERSONALITY
CROSS-
PROMOTION
SOCIAL
MEDIA / BUZZ
TRADITIONAL
MEDIA
LIST
POSITIONING
• Hosted
by Sarah
Koenig,
producer
on This
American
Life (TAL)
• At least
5 Serial
offshoot
podcasts
• 185K
twitter
followers
• 387
articles
final 3 mos
of 2014
• Parody of
Serial on
SNL
• 24 article
mentions
in final 3
months of
2014
• Hosted
by Alex
Blumberg,
15-year
public
radio
veteran
• Debuted
10/3/14
on TAL, a
popular
podcast
• #2 in
iTunes
Top 10
in May
• Hovers
around
iTunes
Top 20
• 21.3K
followers
on twitter
• Featured
on TAL
segment
on
9/5/14
= Major contributor
Impact on audience acquisition
= Moderate contributor = Minor contributor
14. 14
Over time, public radio affiliated podcasts have retained
a strong presence in iTunes Top 10
1
SPONTANEANATION
with Paul F. Tompkins
This American Life This American Life This American Life This American Life This American Life
2 ESPN: Bill Don't Lie Radiolab from WNYC
NPR Programs: Wait
Wait... Don't Tell Me!
Podcast
David Guetta -
Nothing But The Beat,
The Movie
Stuff You Should
Know
Alvin And The
Chipmunks: The
Squeakquel "Making a
Scene" Featurette
3 This American Life
NPR: TED Radio Hour
Podcast
WNYC's Radiolab
NPR Programs: Wait
Wait... Don't Tell Me!
Podcast
Freakonomics Radio Freakonomics Radio
4 Serial
NPR Programs: Wait
Wait... Don't Tell Me!
Podcast
NPR: TED Radio Hour
Podcast
WNYC's Radiolab The Moth Podcast
Stuff You Should
Know
5 Radiolab from WNYC The Moth Podcast
Stuff You Should
Know
Freakonomics Radio
The Adam Carolla
Show
NPR: Wait Wait...
Don't Tell Me! Podcast
6 TED Radio Hour
Welcome to Night
Vale
The Moth Podcast
NPR Programs: Fresh
Air Podcast
WNYC's Radiolab
NPR: Fresh Air
Podcast
7
Psychobabble with
Tyler Oakley & Korey
Kuhl
Freakonomics Radio
StarTalk Radio Show
by Neil deGrasse
Tyson » Shows
Stuff You Should
Know
NPR: Wait Wait...
Don't Tell Me! Podcast
The Ricky Gervais
Podcast
8 Invisibilia
Stuff You Should
Know
Norm Macdonald Live
Alvin and the
Chipmunks:
Chipwrecked: Behind-
the-Scenes
NPR: Fresh Air
Podcast
Real Time with Bill
Maher
9 Fresh Air
NPR Programs: Fresh
Air Podcast
Here's The Thing NPR: Car Talk Podcast ESPN: 1st and 10 WNYC's Radiolab
10
Wait Wait... Don't Tell
Me!
The Nerdist
The Joe Rogan
Experience
The Adam Carolla
Show
Happy Tree Friends
MacBreak Weekly
Video (large)
RANK APRIL 2015 APRIL 2014 APRIL 2013 APRIL 2012 APRIL 2011 APRIL 2010
= Public radio/ affiliated = Entertainment = Educational
Note: Top 10 for the first of April, each year
Source: http://www.itunescharts.net/us/charts/podcasts/
16. 16
0
20
40
60
80
$100
Cost per thousand
G
eneral
display
2
M
obile
3
Prem
ium
display
10
YouTube
15
Video
25
Podcast
(Avg)
30
Serial
40
G
im
let
100
0
5
10
15
$20
Estimated podcast CPM*
2010
11
2011
13
2012
13
2013
15
2014
18
2015
20
13%
10-15
CAGR
Podcast pricing, which is significantly higher than other
media, has stayed fairly steady
PODCASTING ADS ARE MUCH
PRICIER THAN OTHER MEDIA…
…AND CPM LIKELY TO HAVE
INCREASED OVER TIME
“Podcast ads generate ridiculous levels of engagement. Internal Midroll surveys
of 300K listeners found that 63% of people bought something a host had
peddled on his show. Because of that leverage, Midroll "charges a lot, actually" for
podcast ads.” - Fast Company
Note: *Podcast CPM change from 2010-2015 estimated using 2015 average ($20 CPM), then using Fiksu Cost per Loyal User index data (Cost
per Loyal User Index measures the cost of acquiring a loyal user for brands who actively market their apps) to estimate backward
Sources: MonetizePros, The Globe and Mail, Slate, Fast Company, Fiksu
17. 17
Estimation of performance for “Serial” podcast shows
potentially attractive margin opportunity
0
200
400
$600K
Serial podcast economics
Revenue
585
Ad sales
comission
-176
Radio
Personality
Salaries
-150
Radio Staff
Salaries
-75
Cost of data
hosting/
transfer
-48
Other
Expenses
-50
Margin
87
Note: Revenue: assumes 12 podcasts at 1.5M downloads at $33 CPM per listen; Ad sales commission: assumes 30% of gross revenues;
Salaries: assumes 2 radio personalities and 3 radio staffers worked 50% of the year on ‘Serial’ podcast at $150K and $50K salaries,
respectively; Cost of data hosting: assumes $4K monthly cost of data transfer
Sources: http://www.business2community.com/content-marketing/serial-effect-podcasting-business-profitable-strategy-01124873;
http://glog.glennf.com/blog/2014/11/23/show-me-the-numbers-serials-data-transfer-costs
ILLUSTRATIVE
~15%
estimated
margin for
Serial
Does not include
additional
donations solicited
during Season 1
19. 19
Competitive for talent; Quality
will win
Commoditized barring
significant innovation
Ownership to remain with top players,
though startups cropping up to offer
enhanced audio
Market expected to remain fragmented over time, with
key players emerging based on talent
Content Aggregation Distribution
iTunes
Beyond Pod
Doggc
atcherPlayer
FM
PRX affiliate
Soundworks
APM
Proprietary
content
3rd
party
content
Pure ad
platforms
Instacast
Hybrid content network
Distribution network
= Higher margin
= Moderate margin
= Lower margin
Projected margin
Sources: Company websites
21. 21
Select Scenarios – Methodology
Drivers • Podcasting remains a
fairly niche form of media
with 1-2 breakouts ala
Serial, but little
broadening of usage
• Online and terrestrial
radio remain dominant
• CPM drops in line with
average ad drops for online
radio ads
• Podcasting continues
growing inline with
historical growth, with a
boost from breakout hits
like Serial widening the
broader market
• Prices increase at
slower pace, as proven
effectiveness of podcast
advertising drives CPM
higher, but radio still seen
as better investment
• Driven by rapid digital
audio adoption in cars
and significant mobile user
consumption of podcasts,
radio personalities shift
to podcasts as well,
yielding network effects
fuel further growth
• Migration of users and
talent and proven
effectiveness of podcast
advertising continues
driving CPM higher
Projected
Listener
penetration
(2020)
20%
(based on listener growth of 4%,
which follows online radio listener
growth)
28%
(based on listener growth of 11%,
which follows 5-yr historical
podcast listener growth)
41%
(based on listener growth of 20%,
which follows recent, Serial-fueled
listener growth)
Projected
change in
Listens per
month
2.7%
(based on slow listener growth of
25% of ’14-15 listen growth)
5.3%
(based on slower listener growth of
50% of ’14-15 listen growth)
10.7%
(based on rapid ’14-15 listen
growth)
Projected
change in
CPM
-5.2%
(based on 50% of online radio CPM
annual change)
6%
(based on slower pricing growth of
50% of historical)
12.1%
(based on historical pricing growth)
LOW GROWTH BASELINE GROWTH HIGH GROWTH