The tricky art of podcasting advertising is about to get trickier.
ALEXIS MADRIGAL never shipped the container. But that doesn’t stop him from reading about the container freight startup Flexport, which is his new podcast on the port of Oakland. The company describes itself as a “freight Internet age”, an unlikely podcast sponsor. “This is an unexpected thing for a freight company,” Madrigal said. This is also an unexpected thing for a podcast.
It’s not the advertising part – it’s an old hat. In any given podcasts, you can hear about razor, mattress, fresh and distribution services, small businesses, human resources solutions, super comfortable underwear, can print stamp, mobile payment applications, web design services, or any other goods and services has put these media standards sponsored in the outside. More importantly, in Flexport, a company is sponsoring a podcast about its industry.
Madrigal believes that advertising is not endorsements. “They don’t have any role in creating this work,” he said. “They provide financial support, which seems to be standard for our industry.” But the arrangement shows that the still young podcasting media is at a very new crossroads. For years, using podcasting as an effective way to attract viewers, advertisers are finding ways to get deeper into the plot. And for some programs, especially those that need to be carefully navigated.
Reputation and business, sitting on trees.
Anchor reading ads have long been the financial backbone of podcasting Media, and are now the vast majority of podcasting ads: in September 2016, anchors read 95 percent of Midroll Media ads. In fact, many early adopters have become part of the rapport between the host and the audience. This rapport is not just for the audience, but for advertisers. Communications department at mount sinai college Cynthia Meyers (Cynthia!), said: “when the host advertising, advertisers think between the host and the audience a kind of informal social relationships.
The more successful podcasts become, the more companies want an action. “When the audience is listening to a podcast, it’s all app developers and web hosting companies,” says Lex Friedman, Midroll’s chief marketing officer. We benefited a lot from the fact that we started selling podcasts in 2011, from niche to mainstream. “Now companies like Toyota and father John are recognizing that podcasting is a way to solve difficult problems for people aged 18 to 34.
But there are problems with growth. It makes sense to listen to a host explaining how they use Squarespace to build a podcast. Listen to the same host and read five different household items every week, but what? Maybe not. “There is a tension in the sincerity of endorsement,” meyers said. “The danger of integrating advertising is that the audience is cynical and no longer believes in it.” The danger is even more acute for a news business like Containers, which explores the global economy through the lens of the Auckland shipping industry. When reporting depends on neutrality, even the presence of the industry you cover is problematic.
When reporting depends on neutrality, even the appearance of an interest in the industry you cover can be troublesome.
This is not the first time that a young media has had a hard time in business. In the late 1920s, radio stations provided a new kind of relationship for moderators and listeners, more personal than newspaper articles and movies. Advertisers use the host to read advertisements to make use of the ads, but as the audience becomes more cynical about the hosts’ reading points, advertisers want to work harder, and the broadcast advertising model changes.
Some corporate sponsorships, such as ge theatre or * bell phone hours. * (you can see a “news” or “enterprise open” podcast sponsored by eBay today, similar to the one sponsored by eBay). Other programs simply insert what we now think of as traditional advertising. However, when you have to wait until the show comes back, it’s back. Now, in the digital age, you can skip 45 seconds by clicking on an application, but you can’t guarantee that the audience won’t even hear the ads.
If this is the concern of the podcast’s advertisers, Madrigal does not think that Flexport’s sponsorship could be the perfect leap of marriage between advertisers and viewers. “This project is a radio documentary,” he said. “You want advertising to make sense in context.” If people are interested in hearing about the global shipping industry, his argument is that they are interested in understanding the role of a company in the industry. After all, his audience is choosing how to ship thousands of pounds of goods to the ocean – whether they need to ship their own containers or not.