Using Programmatic to build podcast communities — Mike Wiston // mowMedia | mowPod

Show Notes

• 02:31
  How to build a community around your podcast

  To build the audience for Friday Night Karaoke, programmatic targeting and paid advertising were used on Facebook. They focused on retargeting and lookalike audiences and used their Facebook group to drive users to their content and collect audience feedback.
• 06:03
  Driving your community to your podcast app

  Once youve built a community, you have a direct way to promote new episodes of your podcast. Chartable provides smart links that automatically route listeners of your podcast to their favorite apps.
• 06:58
  The impact of social marketing strategies on podcast performance

  Migrating people from a page to a group can produce a significant impact when its done in a major wave. But, in general, the lift in downloads won't be that significant, and attribution can be difficult to track in terms of how listeners are accessing your podcasts.
• 08:24
  Why mowPod is a growth engine for podcasts

  mowPod provides three different products for the podcasting space with different goals. They offer a download product, retention product, and an audio promo product as well.
• 09:23
  Leveraging guest networks for podcast growth

  Friday Night Karaokes strategy involves inviting guests who have their own networks and communities to promote the episode. The podcast features 10 artists in each episode, allowing for exponential growth through referrals.
• 10:51
  How to retain podcast listeners

  mowPod Audio allows you to insert dynamic ad slots within your podcast to match the listener based on programmatic criteria. The product also allows for the placement of your ads on other podcasts and audio properties to drive traffic back to your podcast.
• 13:48
  The underutilization of audio advertising in the podcast industry

  Long-tail attribution is a major reason for the underutilization of audio advertising in the podcast industry. It is challenging to understand the origin of growth and track listeners who access podcasts through their preferred listening app.
• 14:49
  The challenges of leveraging programmatic advertising for podcast growth

  Programmatic advertising can be challenging to use for podcast growth due to its complex nature, the need for data analysis, and results tracking. To be successful, focus on lookalike and retargeting audiences and data warehousing in order to identify effective strategies.