100 episodes

The pace of change the podcast industry is undergoing is staggering. The implications for podcasters, hosting providers, podcast listening app developers, and advertisers and agencies are enormous. And so is the growth potential. Presented as a companion to the weekly newsletter of the same name, our podcast provides you with direct access to our narrated articles, interviews with industry experts, bleeding-edge research, and can't miss industry news recaps. That Sounds Profitable, right?

Assumptions and conventional wisdom will be challenged. Easy answers with no proof of efficacy will be exposed. Because the thinking that got podcast advertising close to a billion dollars annually will need to be drastically overhauled to bring in the tens or hundreds of billions of dollars podcast advertising deserves.

Sounds Profitable Sounds Profitable Network

    • Technology
    • 4.7 • 12 Ratings

The pace of change the podcast industry is undergoing is staggering. The implications for podcasters, hosting providers, podcast listening app developers, and advertisers and agencies are enormous. And so is the growth potential. Presented as a companion to the weekly newsletter of the same name, our podcast provides you with direct access to our narrated articles, interviews with industry experts, bleeding-edge research, and can't miss industry news recaps. That Sounds Profitable, right?

Assumptions and conventional wisdom will be challenged. Easy answers with no proof of efficacy will be exposed. Because the thinking that got podcast advertising close to a billion dollars annually will need to be drastically overhauled to bring in the tens or hundreds of billions of dollars podcast advertising deserves.

    Is It Time To Rethink Promo Codes?

    Is It Time To Rethink Promo Codes?

    With the release of We’ll Be Right Back, part two of After These Messages, Tom Webster has a few questions about promo codes. Is it time to change how we use them?

    Credits:


    Written by Tom Webster
    Edited by Tom Webster
    Produced with Spooler.fm
    Hosted with Omny Studio
    Sounds Profitable theme written by Tim Cameron

    Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
    See omnystudio.com/listener for privacy information.

    • 5 min
    Sounds Profitable - Two Years Later

    Sounds Profitable - Two Years Later

    Sounds Profitable is two years old this month! Founder Bryan Barletta talks about just how far we’ve come in 24 short months, and where we are headed next as we continue to serve our mission to push podcasting forward and set the course for the future of the audio business.


    Credits:


    Written by Bryan Barletta
    Edited by Bryan Barletta
    Produced with Spooler.fm
    Hosted with Omny Studio
    Sounds Profitable theme written by Tim Cameron

    Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
    See omnystudio.com/listener for privacy information.

    • 8 min
    Podcasters Are Buying Millions of Listeners Through Mobile-Game Ads & 7 Other Stories

    Podcasters Are Buying Millions of Listeners Through Mobile-Game Ads & 7 Other Stories

    This week: Podcasts found using mobile game ads for downloads, a trio of new pixels announced, and the Independent is reframing programmatic for advertisers.


    Podcasters Are Buying Millions of Listeners Through Mobile-Game Ads

    Manuela: Our first story is a big one! This Tuesday, Bloomberg’s Ashely Carman published a piece reporting on the discovery that podcast companies are serving podcast players as ads in mobile games.

    For those not hip to mobile gaming: free-to-play mobile video games traditionally generate revenue by interrupting gameplay on a regular basis with a skippable ad, with the option to watch a 20 second unskippable ad in exchange they receive beneficial in-game items, or more attempts to play that day. Instead of serving a video ad, which is one of the more common uses of these platforms, some companies are serving a web player that plays the an episode of a podcast. The ads are timed, requiring the app user to interact for often 20 seconds or more, which is more than enough time to download an entire 1 hour podcast through progressive downloading. That download and every ad in that download would be seen as legitimate by current IAB podcast standards, even though the app user was prompted to move out of the ad and back to the game after the timer ended.Ad fraud detection company DeepSee’s August examination of ads in the popular game Subway Surfers spotted podcasts from the New York Post, independent podcaster Scott Savlov, and iHeartMedia. Carman interviewed Corey Weiner, CEO of Jun Group, a company specializing in placing ads in mobile apps. The starting rate for Jun Group placement is a $27 CPM for one of the 20 second ads. Jun Group’s main podcast client is iHeartMedia. 

    “According to a person familiar with the effort, the radio company, which bills itself as the top podcast publisher globally, has shelled out more than $10 million and gained approximately 6 million unique listeners per month through these ads since 2018."During the last week of August, half of the top ten trending podcasts in Podtrac were iHeart productions that hadn’t uploaded new episodes in weeks, if not months, according to Carmen. Podtrac is an industry ranker that only measures podcasts that opt into their platform’s prefix analytics solution, and recently independent developer John Spurlock identified that Spreaker from iHeart had added the prefix to podcasts on their platform en masse. 

    Yesterday Podnews published exclusive info regarding iHeart rankings: “Are these plays counting for iHeart’s “#1 for podcasting” Podtrac ranking? Podnews analysis confirms that the embedded podcast players used, as documented by DeepSee, makes a call to Chartable and a call to Podtrac.”

    Podnews editor James Cridland then links to Podnews coverage of a 2018 story in which iHeartMedia was busted embedding podcasts on the websites of hundreds of affiliate radio stations, inflating play counts.The core problem that led to this story existing lies in the fact that there are minimal requirements for podcast players and not requirements for reporting transparency to podcast advertisers. Podcast players like Apple are Spotify are safe to trust as one can be 99% sure it’s coming from their apps. Even web player traffic is generally trustworthy given it’s assigned less inventory in general. That said, it’s time for the industry to figure out stricter guidelines for web players and more obligations to our advertisers.It’s not immediately clear what the finite details of a solution will be, but if all the big players in the industry came together for the sake of transparency they can build something. Something that would get publishers and advertisers alike reevaluating what inventory is or isn’t valuable based on where it’s played rather than simply if it’s played.


    Pixels Galore - Podscribe and Gumball launch podcast analytics, and Magellan launches attribution

    Shreya: Time to increase your resolution, severa

    • 11 min
    Serial and the Importance of Content Curation & 8 other stories for September 22nd 2022

    Serial and the Importance of Content Curation & 8 other stories for September 22nd 2022

    This week: Serial and the importance of content curation, Spotify launches audiobooks, Spanish-language TV is surging,  why Wonder Media Network won’t use programmatic, and SirusXM is no longer the biggest podcast network by reach. Let’s get started.


    Serial and the importance of content curation. 

    Manuela: Last week news broke that prosecution would petition for the release of Adnan Syed, whose case was the subject of the first season of Serial. Since then Syed has been officially released. In the interim conversation regarding the case and the part Serial played in popularizing it reached a boiling point on social media. On Friday the 16th attorney Rabia O’Chaudry, host of Undisclosed and the person who originally brought Syed’s case to the attention of Sarah Koenig, tweeted an analogy for how Serial fit into the narrative of Syed’s release: “Imagine you ask someone to help renovate your house. Instead they set fire to it. The story about the fire brings thousands to your aid that rebuild your house.” Media critic and true crime aficionado Rebecca Lavoie quote-tweeted O’Chaudry to start a thread with an important lesson to be learned from Serial. “I have previously heralded Serial as a seminal piece of media and even made a podcast originally based on reviewing it. But given the facts of the case, Rabia’s analogy is precise. Serial doesn’t hold up. And its biggest crime is its abandonment of its own reporting.”Lavoie details several sections of the popular podcast that contain outdated or inaccurate knowledge with seven years of hindsight that, due to the podcast’s popularity, are still being discovered by brand new podcast listeners with. No warnings or amendments have been placed on the original season of Serial.  “I am not saying that Sarah Koenig et al have an obligation to report this story forever. But…the owners of the Serial feed (now [The New York Times]) have an absolute obligation to point news consumers to the latest… news.”Lavoie points to dynamic ad insertion tech and how it could be used to retroactively place a warning giving context without having to manually update each episode’s file. Given last year’s scandal with Caliphate, the NYT is no stranger to retroactively adding disclaimers to its own in-house reporting. Lavoie argues they have the same level of responsibility to maintain legacy feeds. Even the most popular true crime podcast in the industry is not above poor reporting or claims that were later disproven by new evidence. Despite being seven years old, Serial’s popularity means statistically it’s still someone’s first podcast in 2022.


    Spotify Offers Audiobook Service with 300,000 Titles 

    Shreya: This Tuesday Spotify announced the launch of their audiobook platform. “Starting today, Spotify listeners in the U.S. will be able to purchase and listen to more than 300,000 audiobook titles—making our platform a true all-in-one destination for everyone’s listening needs. And we’re excited to launch audiobooks with a brand-new user interface that’s geared specifically for listening to audiobooks and fits them seamlessly alongside the music and podcasts you already listen to and love.” The new audiobook interface includes an in-app purchase screen to buy each individual audiobook. Most popular audiobook platforms, like Audible or Libro.fm,  use a monthly subscription system that gives users a set amount of credits to exchange for audiobooks at a rate that costs less than purchasing them retail. Spotify’s model requires a Premium Spotify membership for the ability to purchase audiobooks.Press materials include a series of four screenshots depicting the purchase of Colleen Hoover’s novel It Ends with Us for $13.99, on sale from a normal listing of $17.99. This pricing is in lockstep with the average retail cost of the same book at popular audiobook providers Google Play, Kobo, and Audible if the user is not a subscriber. With this addi

    • 12 min
    Inaugural Business Leaders Summit Recap

    Inaugural Business Leaders Summit Recap

    In this episode of Sounds Profitable: Arielle Nissenblatt and Tom Webster sit down to discuss Podcast Movement, the Sounds Profitable Business Leaders Summit, and most importantly: an update on Tom’s dog Walnut.

    Listen to learn about:


    Dynamic ad insertion and video trends among our sponsors. 
    Tom’s Podcast Movement takeaways. 
    What happened at the Sounds Profitable Business Leaders Summit

    Here’s our favorite idea from this conversation: “When things don’t seem settled in the space, try to organize as best you can with other voices and take strong positions.”

    Links:Bryan BarlettaArielle NissenblattThe DownloadSounds Profitable: Narrated Articles

    Credits:

    Hosted by Arielle NissenblattProduced with Spooler.fmHosted with Omny StudioSounds Profitable theme written by Tim Cameron

     

     
    See omnystudio.com/listener for privacy information.

    • 28 min
    One Key To Growing Podcasting We Take For Granted

    One Key To Growing Podcasting We Take For Granted

    We talk a lot about the unique content advantages in podcasting, but one key to growing the medium with an older audience might be even simpler.


    Credits:


    Written by Tom Webster
    Edited by Tom Webster
    Produced with Spooler.fm
    Hosted with Omny Studio
    Sounds Profitable theme written by Tim Cameron

    Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
    See omnystudio.com/listener for privacy information.

    • 13 min

Customer Reviews

4.7 out of 5
12 Ratings

12 Ratings

consciousdave ,

Great podcast for those interested in ad tech aka podcasters

Bryan and now Tom, are great researchers; been following them both for a while. Bryan is passionate about the podcast space and how ads fit into it. Tom comes from Edison research and has a heavy research background- very knowledgeable about podcast data. They’re already making a great team and I look forward to continue to track this space with them. They too do a good job of helping indies by giving a lot of free game and webinars etc. Definitely recommend to fellow podcasters that want to monetize and run ads

RelNiss ,

0-100

I didn’t know anything about podcast ad tech before this show!

Courtneyisaboy ,

Incredible ad tech learning

This has helped me understand the advertising side to podcasting. It’s put in such a way that even the dumbest of humans, me being that, can understand and follow along.

Great production. Great ideas.

You Might Also Like

James Cridland, Sam Sethi
Podnews LLC
Jason Calacanis
The New York Times
Colossus | Investing & Business Podcasts
NPR