Futuri’s Tools Help Grow Podcast Ad Revenue
As advertisers direct more dollars to podcasts, radio broadcasters dial up new content, ad opportunities
Amid rising demand from advertisers and audiences, podcasts are the hottest topic in the audio industry. In response, radio broadcasters are building up their podcast offerings, and are monetizing that content to grow new business in the podcasting space.
By 2020, podcast advertising revenue is expected to eclipse $650MM, up from $314MM in 2017, according to the latest estimates from the IAB and PwC. The podcasting space offers marketers a unique business proposition: instant access to engaged, loyal audiences who often complete full-show podcast audio content, including listening to the embedded advertisement in its entirety.
How to effectively integrate an advertiser’s message into a podcast is not only an art, it’s a science, as it requires different skills and strategies than traditional over-the-air advertising. At Futuri Media, a global leader in SaaS Technology for Broadcast Media and Digital Publishers, we have the tools and expertise to help with our revolutionary POST content management system.
POST makes podcasts simple to create, distribute, and monetize.
Futuri’s innovative POST platform is a destination for podcast creation, distribution, and monetization. In less than two minutes, a producer can take original or OTA (over-the-air) content, edit and merge sections of audio, and distribute to any digital, social or RSS platform they desire. In addition, with the seamless ad insertion technology only POST offers, pre-mid-and post-roll audio is instantly embedded within each podcast with a live dashboard to track engagement metrics for immediate ROI to the advertiser.
Using an intelligent, real-time technology, POST provides a in-studio touchscreen making it simple for show hosts and producers to grab portions of broadcasts, in-studio interviews, and performances, and instantly transform them into snackable short audio content or long-form podcasts.
“POST is extremely flexible for editing and including OTA or original content,” said Sophie Fry, Futuri’s SVP, Sales. “With POST, we can help broadcasters create, edit, craft, and distribute whatever programming content and advertiser sponsorship platforms the station desires.”
Monetizing On-Demand Audio
As radio broadcasters double-down on podcasting, they’re are not only experimenting with different podcast formats and styles, they are tackling a variety of advertising strategies according to POST product manager Clint Marsh.
“Host-read ads are the most popular and most effective form of podcast advertising. As stations experiment, there are many other options from fully produced short-duration ads, client reads, 10-second audio messaging, to long-form to air as pre-mid-or post roll content,” said Marsh.
As with traditional radio advertising, clients come to expect return on investment from podcasting. With the POST system, dynamic ad insertion capabilities are built-in to easily plug in pre-mid and post-roll audio messaging at varying lengths. To measure results, POST’s real-time analytics dashboard provides live metrics to track audience engagement from listens, to length of engagement, and number of unique downloads from various distribution channels.
“The podcasting audience is a passionate, loyal consumer. Messaging from an ad standpoint needs to speak to them uniquely, and we need to be able to showcase to our client our performance in real-time. POST provides not only the environment to create great podcasts, but provide multiple distribution platforms so advertisers can be a part of the podcast revolution today and see real ROI tomorrow,” said Fry.