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Podcast Pontifications

301 EpisodesProduced by Evo TerraWebsite

Where plenty of podcasts about podcasting (PAPs) tell you what to do, Podcast Pontifications what to think about in podcasting. These daily, insightful forward-looking episodes have one central tenet: Podcasting needs to be made better, not just easier.Designed for the working podcaster, these short… read more

7:48

A Future Reckoning For The Podcast Ad Bubble [Episode 224]

The pending popping of the podcast ad bubble is the topic on part six of my 10-part miniseries on the future of podcasting. (1, 2, 3, 4, & 5)

Somewhere around $500 million was spent last year on podcast advertising. Not surprisingly, that number is projected to go up and up over time. But only if advertisers keep feeling good about the ads

The warm, fuzzy feelings advertisers get when they run live, host-read ads on a handful of podcasts quickly diminishes when they try to scale that to hundreds or thousands of shows. Worse, if the challenges facing influencer marketing campaigns spill over to podcasting, we’re in trouble.

Yes, even if you don’t run ads on your show, a popped adverting bubble is bad for you and all of podcasting due to stifled creativity. Sure, indie podcasters will still be creative. But if big production houses find more lucrative ways to make money, they take away their big marketing dollars, which means fewer new listeners coming to podcasting, stifling growth.

In the future, we will see the podcast advertising landscape change. But probably not in a way that’s better for podcast creators.

Advertising is never getting completely out of podcasting. But I don't think advertising will always be the lion's share of podcast-derived revenues. As these new revenue pathways develop, perhaps they’ll be a little less-speculative in nature.

Three things to leave you with:

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Yes, this episode is something you should share. Thank you. Here’s where you can find a re-written in-depth article based on the audio of the episode that’s perfect for sharing: https://podcastpontifications.com/episode/a-future-reckoning-for-the-podcast-ad-bubble

Podcast Pontifications is published by Evo Terra four times a week and is aimed at the working podcaster. The purpose of this show is to make podcasting better, not just easier.

Follow Evo on Twitter for more podcasting insights as they come.

And if you need a professional in your podcasting corner, please visit PodcastLaunch.pro to see how Simpler Media Productions can help your firm. Podcasting is our only business.



This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy
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