How Brand Marketers Can Leverage Programmatic in Podcasting

By Garrison Dua, VP Demand, North America.

We all know screens dominate today's culture. You're even looking at one right now.

Watching television, scrolling through social media, and working on a laptop, are all inherent parts of everyday life. But screen time is becoming excessive. The average American spends over 7 hours per day looking at a screen.

On the other hand, audio provides a needed and welcomed escape through music, audiobooks, or podcasts. Podcasts' popularity has steadily grown over the past few years, with Statista reporting that there were 88 million monthly podcast listeners in the U.S. in 2019, and forecast to exceed 164 million by 2023.

Brand marketers, however, have been reluctant to evolve their marketing budgets to reflect the potential of audio advertising. Total podcasting ad spend is expected to hit over $2.5 billion by 2024, according to Statista. However, WARC gives a global estimate that podcast advertising is undervalued by $40 billion.

There are actionable, scalable, and accessible opportunities for marketers to utilize programmatic audio technology - from targeting parameters to how it effectively negates ad-blocker usage. But how can marketers use programmatic podcasting to maximize the channel's full potential?

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