Should pay for podcast downloads? — Mike Wiston // mowMedia | mowPod

Show Notes

• 02:34
  Setting clear goals for podcasts

  It is only appropriate to pay for podcast downloads when theres a clear goal, such as monetization or meeting the requirements of a network. In other cases, it is recommended that you focus on organic growth and community development instead.
• 03:51
  Sustainably growing podcasts

  Spending money on podcast downloads with no clear goals is an unsustainable practice. Thats why mowPod prefers to work with clients for long-term partnerships rather than short-term tests to facilitate sustainable growth.
• 05:28
  When its appropriate to buy podcast downloads

  Podcasters may pay for downloads to meet minimum requirements for staying in a network. They may also pay for downloads when they want to pre-sell seasons or serve the needs of their advertisers.
• 08:10
  Using paid media strategies effectively for podcast growth

  Paid media should be used for long-term retention and sustained growth rather than short-term spikes. Ultimately, the strategies and methods used to acquire downloads are important in determining the effectiveness of your campaigns.
• 09:40
  The importance of tracking data in podcast growth strategies

  You must be able to understand the audience's behavior and engagement in order to evaluate the effectiveness of different growth strategies. mowPod Boost allows you to track the process from the impression on the third-party publisher to the episode download.
• 11:43
  Targeting capabilities when buying downloads

  mowPod uses various programmatic ad targeting strategies, including interest targeting, contextual targeting, browsing audience targeting, and building lookalike and retargeting audiences. Strategies are optimized against IAB downloads and engagement rates.
• 13:52
  Targeting challenges with podcast players

  Podcast players do not share data on listenership, which makes it impossible to optimize campaigns and understand the behavior of listeners. As a result, mowPod created its own player to capture all the relevant data.
• 15:17
  The cost of IAB downloads with mowPod

  mowPod Boost uses a performance-based pricing model and the cost per download is 80 cents. The pricing model is predictable for clients, but mowPod Boost isnt an effective long-term growth strategy.