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Tues11 1100 jason_hoch
This document discusses the growth of podcasting and opportunities for monetization. It notes that podcast listening on smartphones has increased significantly, with over half of Americans now listening to podcasts. Younger demographics are more engaged podcast listeners. The podcast market is growing rapidly with revenues projected to increase over 500% in a few years. Technological improvements are enabling dynamic ad insertion and programmatic buying of podcast ads. However, measurement and data for the industry still lag other digital spaces. Social media engagement and micro-targeting of interested audiences represent opportunities to expand listenership. Overall the podcasting industry is experiencing renewed growth supported by new technologies and content.
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Tues11 1100 jason_hoch
- 1. Can You HearUs Now? Is Podcasting A Business Yet?
- 2. The Modern DayPodcast Smart Phones Matter Getting Big, While Feeling Small Terrestrial Trouble Here Comes Technology Golden Age of Storytelling
- 3. Growth of Podcasting Smartphoneconsumption 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 58million 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 thelisteners? 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 • $207Mrevenue 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
- 8. Podcast Growth“I listento you before I go to bed”
- 9. Podcast Growth“I listenwhile I’m out on a jog”
- 10. Podcast Growth “I can’tget through my commute without
- 11. “It helps me getthrough my boring job”
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- 16. HowStuffWorks • 12 Shows •Most produced weekly • 40 hours of original programming/month
- 17. Why we areso 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
- 19. 3X GROWTH IN THE LAST2 YEARS
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- 22. Not the firstmoment though…
- 23. What Was Missing? •SmartPhones •Reporting and Standards •Technology •Social Media •Size
- 24. Technology Opportunity • Dynamicad-serving hits podcasts • Sell impressions, not downloads • Targeting: Geo, DMA, Demographic • Full optimization of back catalog and new inventory • Don’t lose the ‘live read’ experience • ‘Programmatic’ Podcast Ad Networks • AdWave, PodWave • Podcast One, Midroll
- 25. Technology Opportunity • Drive-timeAudio • Bluetooth using nearly any device • Built-in dashboards. • “I hate listening to the radio”
- 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
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- 33. Upfronts: Now forpodcasts
- 34. Challenges and Opportunities Creategreat programming Data and analytics Speak the language of digital, but don’t copy Micro interests