Podcast ads are “too difficult to buy”
mail.google.com
Podcast ads are “too difficult to buy”
CEO: I hate how our ads are starting to look. I feel like we're starting to come across like used car salesmen.
VP Growth: I feel the same way, but they work.
CEO: What does “they work” actually mean?
VP Growth: They drive revenue. Isn’t that what we... See more
Preston Rutherfordx.comThe current state of podcast advertising is a situation not so different from the early web:
Ben Thompson • Spotify’s Podcast Aggregation Play
Another problem with this advertiser relationship with websites was logistics. Not only was it hard to decide which websites to buy ads on, but it was hard to coordinate. Each website often had their own ad sales team and there wasn’t enough time and resources as a buyer to deal with all these sales teams.
Adam Keesling • Explaining a16z's Investment in Substack
The podcast business is still predominantly powered by advertising, a channel that’s especially tethered to the ebb and flow of the greater economy. Speaking with over a dozen podcast makers last week, I’ve heard about several instances of ad cancellations and preemptive non-renewals. These pullbacks were said to be mostly clustered among... See more
Nicholas Quah • Subscribe to Hot Pod - The Verge
The trouble with podcasts is that they are difficult to grow: while text can be shared and consumed quickly, a podcast requires a commitment (which again, is why advertising in them is so valuable).