The burgeoning podcast industry presents an interesting opportunity for not only typical direct response, DTC businesses who have been taking advantage of the exposure for some time, but traditional brands and multimedia advertisers and the traditional mega agencies that represent them are looking to reach these audio platform audiences as well. So says Daryl Battaglia, SVP, Market Development & Strategy at Triton Digital.
While podcasting is still a new and emerging medium, dynamic ad insertion is a huge benefit to advertisers wanting to reach listeners of new programs, as well as evergreen content that someone could download and listen to months or years after the episode originally aired.
In this episode, Battaglia talks about measuring podcast ad effectiveness, the increasing supply of podcast content that adds to the advertising inventory, the Spotify effect (or lack thereof) on the podcasting industry, and more.