Hailing from Toronto, Canada, Matt plays a pivotal function in the Canadian marketplace. He oversees a diverse podcast portfolio, leads one of the strongest teams in podcasting, and actively pursues innovative monetization strategies to enhance Rogers Sports and Media’s business objectives. It’s a robust role that requires a keen eye for detail, an ear tuned to the audience, and a vision for the future.

Diversity and Curiosity Fueling the Industry 

Matt’s enthusiasm for podcasting is driven by the diversity of voices that populate this sphere. To him (and many others on his team), today’s podcasters constantly push the boundaries of creativity and innovation, united by their shared love for connecting on a deeper level with audiences. Matt anticipates even more eclectic perspectives and viewpoints on the trajectory of podcasting in the coming years, marked by experimentation and learning.

“What I love about podcasting is the curiosity, and I think this is why you go into the space. People who love audio are so consumed by the intimacy of it that they are driven to make it better all the time.”

Canadian Podcasting’s Evolution

Matt describes the Canadian podcasting industry as being in the “crawl-to-walk phase.” Like Australia, Canada invested early in highly-produced shows but faced challenges understanding audience growth and monetization strategies. One unique Canadian challenge revolves around data costs, as data remains relatively expensive in the country. This hurdle underscores the importance of education on the benefits of podcasts and how they fit into data plans.

The Role of AI and Adtech in Podcasting

While Matt acknowledges AI’s (Artificial Intelligence) buzz in the podcasting industry, he sees significant implications in the potential for adtech tools that boost capabilities in audience segmentation, brand safety, accurate inventory prediction, targeting precision, and attribution modeling. These advancements enable podcasting to compete on an equal footing with other advertising mediums, making it an attractive option for advertisers who demand measurable results.

“Creativity will not be replaced by AI, but what it does, is allow us to accelerate our ability to create amazing stories.”

Pacific Content and Rogers Sports & Media’s Unique Approach

Matt’s work with Pacific Content is a testament to the impact of branded podcasts. Pacific Content’s role is to craft narratives that resonate with a brand’s values and shared experiences, resulting in engaging podcast content. Their work with clients like Charles Schwab and Atlassian’s Teamistry has garnered critical acclaim and demonstrated the power of storytelling to build trust and emotional connections with audiences. 

As an influential player in the Canadian media landscape, Rogers Sports and Media’s core business revolves around ad-supported content. Matt and his team commit to transparently connecting advertisers with the right audiences and content, ensuring that podcasting offers the same data and measurement capabilities as other advertising channels.

Educating and Inspiring Clients

Matt underscores the importance of education when working with clients. Rather than inundating them with numbers, it’s essential to help them understand how podcasting can solve their specific business problems by shifting the conversation from metrics to storytelling, focusing on the emotional connection and value that podcasting can bring to their brands.

Looking Ahead

Matt sees the future of podcast advertising, where ads seamlessly integrate into the content so they feel like a part of the story. He acknowledges the shift in consumer behavior, especially among younger generations, who are more open to native advertising and integrated brand stories. That said, this approach needs to respect the trust built with the audience by creating a more natural and engaging experience, preserving the delicate balance between storytelling and advertising.

Matt’s journey in podcasting can be defined by a dedication to creativity, a commitment to partner education, and a mission to value bold storytelling. As he continues to navigate this dynamic landscape, his leadership will inspire others to embrace the power of this medium.

• Look for more profiles with audio interviews and additional AdsWizz content on our blog.
• If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.

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At Podcast Movement 2023, Gretchen Smith, Vice President of Media at Ad Results Media, sat down with Justine Benjamin, Head of Global Marketing at AdsWizz and Simplecast, to discuss the business of podcast advertising. 

A Texan by Birth. A Podcast Enthusiast by Choice

Gretchen Smith has an unwavering passion for podcast advertising and its remarkable ability to forge meaningful connections with audiences. Gretchen’s journey in podcasting began in the heart of the Lone Star State, where she grew up and later returned after spending a decade in the concrete jungle of New York City. During the pandemic, Gretchen, like many others, sought warmer weather and space, leading her back to the city that holds a special place in her heart. And despite the city’s changes over the years, Austin’s natural beauty and vibrant lifestyle remain constants that continue to draw her in.

A Familiar Face at Podcast Movement – Meeting Objectives and Building Relationships

As the VP of Media, Gretchen oversees client strategy and is actively involved in building the programmatic department. Her team represents various departments and clients at the event, making it an all-encompassing experience, her third time attending this annual gathering of podcast aficionados. From her debut in Las Vegas for Evolutions to the previous year’s event in Dallas, she’s seen the podcasting industry’s growth firsthand.

For Gretchen and Ad Results Media, Podcast Movement wasn’t just an opportunity to attend panels and network with podcasters. It was a chance to connect with clients, educate them, and forge deeper relationships. 

The Human Element in Podcast Advertising

Gretchen believes firmly in securing host approval and crafting engaging ad prompts to guarantee a smooth, immersive advertising experience. In contrast to conventional advertising methods, podcast host endorsements uniquely appeal to listeners. She states:

“Word of mouth is the best way to recommend products to people. It’s the number one reason why people buy things. It’s as if a friend told me about things, and a podcast host is the closest thing to a friend you have without knowing somebody.”

Unveiling Impactful and Strategic Campaigns

This year, Ad Results Media focused on strategically designed campaigns with performance in mind by blending endorsements with produced ads, showcasing the power of combining different ad formats to achieve better results. While some advertisers worry about paying for multiple impressions of the same message, Gretchen values the varied messages and how they can seal the deal for hesitant buyers.

The Future of Podcast Advertising and Ad Results Media’s Role

As for the future of podcast advertising, Gretchen and her team are committed to supporting creators and nurturing relationships between brands and podcasters. They aim to connect clients with creators and create meaningful, long-term collaborations. By focusing on connections within podcasting as a revenue engine for brands, they strive to keep the industry flourishing.

A Call for Collaboration

The need for collaboration and educating agencies and brands about the intricacies of podcasting will lead to better campaigns and support for creators. At its core, podcasting is about connecting with real consumers and delivering meaningful content. In a rapidly evolving podcasting landscape, Gretchen and Ad Results Media are at the forefront, shaping the future of podcast advertising by combining technology, creativity, and a deep respect for the medium’s human touch.

Did You Like this Content?

• Look for more profiles with audio interviews and additional AdsWizz content on our blog.
• If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.

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In the ever-evolving landscape of podcasting, where a multitude of voices converge to convey stories, inform, and captivate, advertising has emerged as a swiftly expanding and influential force. Brands are keen to harness this vast potential and engage with the diverse and committed podcasting community.

A Newcomer to Podcast Movement

At Podcast Movement 2023 in Aurora, Colorado, Justine Benjamin, Head of Global Marketing at AdsWizz and Simplecast, had an opportunity to speak with a seasoned expert in podcast advertising, Robyn O’Connor, Senior Director of Digital Media at Veritone One.

While this marked Robyn’s inaugural experience at Podcast Movement, the event acted as a significant catalyst for bridging the gap between the virtual and tangible worlds. Being remote and living far away from many of her peers, she had yet to have the opportunity to meet them face-to-face. She stresses the importance of personal connections within the podcasting community, where online relationships can gain a richer dimension when transitioning into real-life interactions.

Unveiling the Power of Podcast Advertising

Exploring podcast advertising in greater depth, Robyn presented Veritone One’s distinctive approach to crafting memorable and influential brand encounters. Two particularly notable strategies involve host endorsements and digital engagement.

The host endorsement strategy involves aligning brands with podcast hosts who resonate with their target audience. Robyn underscored the power of personal endorsements from hosts who often become influential figures in their listeners’ lives. “The host is kind of like a mini-celebrity to their listeners,” she noted. “In some cases, they actually are a celebrity. They are a bit like an influential friend talking about a product.”

On the digital side, Robyn’s team engages listeners during ad breaks, ensuring that ads reach the right audience and maintain their attention. This approach combines the strengths of pre-recorded spots and host-read spots to maximize engagement and relevance.

The Intersection of Technology and Podcast Advertising

Robyn’s enthusiasm for innovation within the podcast industry highlights Veritone One’s endless drive to push the boundaries of what is possible. At Veritone One, technology and data take center stage in all operations, from podcast tracking to creative production.

For example, one of the clients from Veritone One’s portfolio, Factor, aimed to tap into the reality TV audience, particularly women aged 25 to 45. Robyn and her team executed a campaign using Vanderpump Rules star Scheana Shay, recorded through Cameo. The campaign targeted reality podcast listeners, resulting in impressive performance metrics.

The ads were created using voice synthesis to make multiple variations of a spot without having the talent record them repeatedly. This imaginative use of technology streamlines the creative process while maintaining quality and relevance.

Targeting, Measurement, and the Future of Podcast Advertising

Robyn stresses the need for cutting-edge tracking capabilities and the adoption of advanced digital advertising metrics, particularly advocating for “baseline apples” – a standard set of metrics that could provide a foundation for podcast advertising while acknowledging the medium’s unique characteristics. There also needs to be a greater emphasis on the importance of audience-centric thinking and the need to prioritize the listener experience. Regarding Veritone One’s future, Robyn plans for 2024 with a holistic bias, focusing on 360-degree buys that engage creators and their audiences across multiple platforms.

In Closing

With technology, creativity, and a deep understanding of the listener at its core, the future of podcast advertising is filled with exciting possibilities, and Robyn and Veritone One are at the forefront of this transformative journey, pioneering new ways to engage audiences and create meaningful connections in the podcasting landscape.

Check out more profiles with audio interviews and AdsWizz content on our blog.

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Hence, advertisers are drawn to podcasts due to their engaged audience, fostering brand recall and driving sales. Host-read ads, now the industry norm, epitomize this podcast advertising advancement, akin to receiving a recommendation from a friend.

The Driving Force of Host-Read Ads

Interestingly, it might be a surprise that podcast hosts generate a significant portion of ads on podcasts. This strategy has proven to be remarkably effective. According to Nielsen data, host-read advertisements can resonate with the audience and significantly amplify the inclination to purchase and the likelihood to recommend products, boasting a substantial 50% increase compared to their non-host-read counterparts.

Despite the surge in revenue generated from podcast advertising, it’s noteworthy that host-read ads still predominantly rely on the baked-in model. While these ads have showcased their prowess in forging a genuine connection with the listeners, it’s essential to acknowledge that crafting them necessitates a considerable investment of time and effort.

What Are Automated Host-Read Ads?

Fortunately, the era of these challenges is now ending with the introduction of Automated Host-Read Ads. This pioneering solution seamlessly combines the inherent strengths of host-read advertising with the intricate precision of programmatic techniques. In other words, advertisers can precisely target the right people, get detailed reports, and have complete control — think of it as having the ultimate remote for podcast ads. This innovative solution, powered by AdsWizz, fundamentally changes how podcast advertising gets executed. 

Advertisers can strategically align their messages with the right listeners and maximize relevance and engagement. This data-driven core of programmatic advertising delivers campaigns to the most receptive ears, amplifying the impact of host-read narratives.

Benefits:

• Reach a highly engaged and convertible podcast audience.
• Streamline workflows with unified script delivery, improving advertising strategies.
• Optimize campaigns in real-time for enhanced conversion rates and return on advertising spend.
• Ensure brand safety through contextual podcast targeting.
• Maintain a seamless listener experience with sound creative approval and frequency capping.

Effortless Implementation

Like with AudioServe (which also supports the host-read format and is built for podcast publishers to automate their internal workflows), launching campaigns has never been easier with AudioMatic for agencies and advertisers to programmatically buy host-read inventory. A script can be seamlessly delivered across diverse podcasts, reaching millions of engaged listeners. Alternatively, brands can guide hosts on how a product or service gets discussed. The choice between a podcast host or a chosen voice talent to narrate a story adds a personal touch to any message.

This solution enables the monitoring and review of performance with ease. Once creative materials are approved, the AdsWizz solution accelerates the advertising campaign, offering precise delivery of targeted impressions.

Expanding Possibilities with Different Ad Formats

Our advanced tools facilitate different ad formats, each uniquely suited to align with the brand’s identity and resonate deeply with its target audience. As mentioned above, advertisers can choose between host-read ads and Talent-Read Ads, tailoring their approach to the brand’s objectives. With host-read ads, an authentic podcast host’s voice can be utilized to establish an intimate and relatable connection with the audience. On the other hand, Talent-Read Ads allow advertisers to infuse fresh perspectives by using voice talents that embody the desired tone, style, and personality.

Effortless Management, Real-Time Insights

Efficiently managing host-read ads is made possible through a streamlined creative approval process. All ad creatives can be monitored, approved, and organized in one accessible location, aligning perfectly with established brand standards. Furthermore, real-time reporting equips advertisers with actionable insights, facilitating informed decisions and maximizing ROI.

Are You Ready to Leverage the Power of Automated Host-Read Ads?

Take the first step toward transforming your podcast advertising strategy today!

• If you are an AdsWizz partner and want to learn more about Automated Host-Read Ads, please click here.
  
• If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.

by Mircea Bugã, Senior Product Manager at AdsWizz

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AdsWizz featured two thought leadership panels on the main stages. 

The Many Flavors Of Podcast Monetization: An In-depth Look At The Variety Of Ways, Including Innovative Ad Formats

• Moderator: Lou Nylander, Founder & Director – Wildflowers of London Marketing
• Brieuc Verwilghen, VP, Head of Partnerships & Strategy, EMEA & APAC, AdsWizz
• Justine Benjamin, Head of Global Marketing, AdsWizz

This session delved into the diverse approaches to monetizing podcasts, exploring innovative advertising formats and strategies. The speakers provided valuable insights into effective monetization techniques, offering attendees a comprehensive understanding of the landscape.

• AdsWizz has been in the audio advertising industry since 2008 and focuses solely on audio. They have played a significant role in shaping the industry. AdsWizz was the first to introduce Dynamic Ad Insertion (DAI) for podcasts in 2012, giving them extensive experience and a robust solution in the market.
  
• DAI refers to the technology that delivers pre-recorded ads through an ad server, allowing flexibility, better targeting, monetization of back catalogs, and improved ad measurement.
  
• According to the IAB US, 84% of host-read ads are served via DAI. The AdsWizz platform shows percentages ranging from 70% to 90%+ globally.
  
• The natural progression for publishers and podcasters with their monetization involves transitioning from targeting only big shows to tapping into the untapped audience, utilizing brand safety and targeting tools, and embracing automation in the ad-buying process.
  
• Exciting developments in podcast adtech include the shift to contextual targeting, advancements in measurement despite limited user data, and innovative formats for measuring campaign performance.

What Brands and Agencies Need to Know to Harness the Audio Revolution

• Moderator: Damian Scragg, GM of International, Veritonic
• Nadia Holmes, Head of Business Development, Octave Audio
• Lindsay Lynch, Business Development Director, International, AdsWizz

The rapid growth of global podcast ad spending has significant implications for brands and agencies. Veritonic’s Damian Scragg hosted industry experts to discuss measuring audio and podcast creative. The conversation focused on accurate measurement’s impact on the expansion and future of audio advertising. Our very own Lindsay Lynch delivered a comprehensive presentation that covered essential information for brands and agencies to leverage the power of audio.

• Dynamic Creative Optimization (DCO) involves creating multiple versions of ads that adapt based on a listener’s context, such as their location, weather, or age. This strategy effectively enhances brand metrics across various parameters.
• Regarding DCO, AdsWizz executed a campaign for Mustard, a UK car insurance comparison company. The campaign resulted in a 47% increase in favorability towards the Mustard brand when listeners were exposed to a personalized DCO ad.
• Brands and agencies should not be concerned about the perceived “lack of measurement” in audio campaigns. We can collaborate with third-party partners to conduct brand lift studies, and we also possess the capability to measure engagement through formats like ShakeMe, Voice Activated Ads, or by utilizing an audio pixel.

Check Out Our Video Recap!

• Want to learn more about podcast monetization or podcast advertising? Visit our Contact Us page.
• Like pressing rewind? Check out the recap from last year’s Podcast Show.

The post AdsWizz Brings the Noise to Podcast Show 2023 appeared first on AdsWizz.

On Monday, October 17, and Tuesday, October 18, 2022, Programmatic I/O returned to New York City! AdsWizz joined the other data-driven programmatic leaders, publishers, advertisers, innovators, researchers, and analysts. The event hosted insightful presentations, informative panels, in-depth workshops, and invaluable networking for updates on privacy, the cookieless future, retail media, CTV trends, and much more.

The presence of AdsWizz at Programmatic I/O encompassed exclusive branding during breakfast and networking breaks, a Live Exchange Zone booth, and two AdExchanger Awards nominations.

AdsWizz Receives Two AdExchanger Awards

A special congratulations and thanks to our campaign partners at National Public Radio (NPR) and Carnival Cruise Lines for their partnerships!

Best Use Of Technology By A Publisher

NPR leverages AI Transcription Technology to Steer Brands Clear of Ukraine War Content

Innovation In Audio Advertising

Carnival Cruise Line Drives +24% Brand Awareness Uplift Correlating to On-site Conversions and Trip Bookings

Did You Miss AdsWizz at Programmatic IO New York? 

Want to see us at more upcoming events? Visit our Events page for more information.

We would also love to hear from you. Contact us!

 

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