New Wave Podcast Ad Tech — Bryan Barletta // Sounds Profitable

Quotes

• “I think we’re really starting to explore the creative application of advertising technology in podcasting. I think there is a rush to get everything set up so that it can be connected to programmatic and it could fit into the thing that a Trade Desk does. I think you lose a lot of what’s unique about podcasting.” - Bryan“What we’re seeing now is people really take a look at the data and figure out their dynamic ad insertions so their concept of based on your specific download what ad is available for you right at that moment and really do unique things.” - Bryan“I’m also launching my new podcast and for me this is an AdTech demo. The content is going to be fun. I’m talking to people who want to expand any of my articles. We talk for 15 to 30 minutes but it’s full of AdTech because there’s neat things that you can do.” - Bryan“You can tell when someone is a subscriber or not because realistically they’re gonna download the episode within several hours of when you release it. So if you have the right targeting, you can say, thank you for downloading’, as a dynamically-inserted piece of content.” - Bryan“You can encourage someone who is listening to an older episode who is streaming it to consider subscribing. There are really neat executions. You can link ads together so that a brand can tell a story between a pre-roll, mid-roll, and a post-roll. I think the tools are relatively similar right now to last year and maybe even the year before but I think a lot of what we’re gonna see is creative uses of it.” - Bryan“I think we’re gonna see the push from these companies that are building branded content and really amazing podcasts to start applying that to the ads as if they’re short form content.” - Bryan“I think for people that are super new to it, I like Descript which transcribes your podcast and it lets you edit it as a text document which is wild. And if it gets to a point where you forget to say a word, if you set up their overdub, you can just type a word in and it will create a voice that says that.” - Bryan“I think for hosting, if you are in the mindset of building this as a business, I think you need to be in a platform with dynamic ad insertion and that’s pretty non-negotiable. You need to be able to set markers on your episode for where you wanna put an ad even if you don’t have any ads yet because by putting those spots there, it’s able to get you reporting and information about what your available inventory would have been.” - Bryan “I’m gonna take this opportunity to talk about a brand that I love.Not sponsored.  ART19 is my host and we use them for dynamic insertion for our ad units. They’ve got the best team. Every time I worked with their team whenever I needed customer service, the personal approach that they take is really something that I appreciate and they’re constantly working on their platform.” - Bryan“I am personally hosting on Whooshka because I met those guys a long time ago and they were big supporters of the newsletter from the start and I really like how they approach their technology and their interest in working with me on product features. Their service is amazing and their price is really affordable and they have some of the best features out there.” - Bryan“For attribution, I think it’s important to look at as many players as possible because some of them can fit your needs. LeadsRX is really great for multi-touch attribution. LoopMe is really great if you wanna use a DMP or take that data and run ads elsewhere outside of podcasting. The mainstays for attribution are Podsights, Chartable, and Claritas and those three are also the leaders on the lift report side. Then for pure analytics, you can do  Podsights, Chartable, or even Triton’s podcast metrics which instead of a pixel is providing several data over to them to get more granular analytics.”  - Bryan“We take that last idea, the transcription and contextualization. In the ads they say you can buy that inventory programmatically. So they grab a show, they transcribe it, they contextualize it. For instance, I say, ‘I wanna find a marketing podcast where they say AdTech three times in an episode,’ and that’s really neat and that has some really great application but how I do that in their interface is gonna be different in how I do that in Triton’s interface when Triton does transcription and contextualization.” - Bryan“So that means because both of those are unique, and neither of those are formats that kick up to something like the TradeDesk, that level of granular targeting, that really cool feature will never get up there until we’re a big enough industry. So, the gap I see right now is, I think there’s room for someone to be the TradeDesk for podcasting.” - Bryan“Research tools are a big thing right now. We’re seeing a lot of tools like Magellan is a fantastic example. There are so many things you can do because they’re transcribing and contextualizing all these podcasts, digging out the ads, helping you sort through it to find similar podcasts and how they’re performing. It also helps people to find who to pitch to and there’s lots of companies like that.” - Bryan