Audio Goes Mainstream: IAB's 2020 Podcast Cascade

In presentation after presentation vendors from Entercom to WarnerMedia expanded both their catalog of original podcasts series and the way advertisers can be involved with them When they had their turn to showcase it was with many new entries in their stable not one or two As for cultivating sponsor revenue they spent considerable time ticking off numerous opportunities from talent or announcer live copy reading and commercial inserts to programmatic sales and multimedia relationshipsTake ViacomCBS for example They didn39t wait for their own firstever Upfront turn as a combined organization to make their case During iHeart Radio39s segment the day before ViacomCBS announced a threeyear arrangement to create dozens of original podcast series and miniseries for iHeart39s own podcast network now at 750 titles and surging New series will originate from every ViacomCBS TV service whether MTV TV Land Logo or Paramount Network First entries will include audio offshoots of Yo MTV Raps and The Daily Show with Trevor Noah Podcasts from other sources will be generated as well including a set of series from The Breakfast Club cohost Charlamagne The God known as The Black Effect Podcast NetworkAt their own segment ViacomCBS introduced plans to make podcasts drawn from popular Nickelodeon series SpongeBob SquarePants and PAW Patrol MTV mainstay Catfish and CBS Sports commentatorsHere39s a recap of developments from other podcast distributors during the summit as well as quick takes on what workedamp8212or could have worked betteramp8212in delivering their appealsNPRNews Turning Consider This their All Things Considered extension into a 15minute daily podcast this fall Public radio affiliates in nine cities will get a fiveminute segment for local reports Pop Culture Happy Hour produced weekly the last decade will become a daily featureWhat Worked Excellent breakdown of podcast listenership among various demographic groups and increasing both news and nonnews programmingWarnerMediaNews Several CNN series this fall including Politically Sound and Political Briefing along with a new series featuring NBA on TNT commentator Shaquille O39Neal and Adult Swim entry This Is BranchbergWhat Worked Stressing opportunities to combine podcast sponsorships with other WarnerMedia propertiesWhat Could Have Worked Better Putting a spotlight on other WarnerMedia units with podcast activity such as Turner Classic Movies with all the onair promotion of their The Plot Thickens undertakingEntercomNews Formation of C13 Features new venture that will produce 90minute or twohour scripted specials what company officials label quotaudio blockbustersquot Also coming up The Journey Is Now featuring actor Will Arnett in conversation with celebrities and notables in various fieldsWhat Worked Reminders on the qualitydiversity of available contentWonderyNews Sixteen current and future podcast series have TV adaptation deals such as Dr Death for Peacock and The Shrink Next Door with Apple TV New series for this fall and early 2021 include Whitney Cummingscreated comedy Bunga Bunga NBC News coproduction Do No Harm and Jacked a miniseries on the New Jack Swing music movementWhat Worked Equal time given to content audience data and innovative sponsor campaignsWhat Could Have Worked Better Expansion on the TV adaptations and what ad options could resultAs for IAB39s second virtual multiday Upfront in recent months first was the Digital Content NewFronts this past May it came off in smooth engaging fashion Forward some of the credit to host Franchesca Ramsey who kept the tone bright the pace lively and the focus on the presentations Forward some credit as well to the event producers for encouraging presenters to feature their top talent and video tapes of their podcast work as much as possible Another plus better placement and delivery of research about the podcast marketplace all three days led by a great opening segment from Edison Research Senior Vice President Tom Webster that gave viewers factoids to look at without an abundance of inside lingoClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Audio Goes Mainstream: IAB's 2020 Podcast Cascade

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Simon Applebaum

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Audio Goes Mainstream: IAB's 2020 Podcast Cascade

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