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Didn't Blue Apron and Square Space alone underwrite like half the podcasts in the world last year? Wonder what this means for podcast advertising in Q4/Q1-18
by digitalneal 9y ago
Didn't Blue Apron and Square Space alone underwrite like half the podcasts in the world last year? Wonder what this means for podcast advertising in Q4/Q1-18
- peternicky 9y agoNever heard 'underwrite' used in that context. Can you provide links?
- deleted 9y ago[deleted]
- withdavidli 9y agothink they are using it as a synonym for sponsor. it does show up under the definition for underwrite, never heard of it used this way either.
- digitalneal 9y agoI was using the term in a sarcastic tone around the buying of ad space. I'm a weird bird, apologies for the confusion around terminology.
- mkmk 9y agoA bit of context: Due to regulations about advertising on publicly owned wavelengths, one cannot place a 'direct response' ad on a public radio station (think of your local NPR station here). Instead, there is an 'underwriting message' allowed– typically shorter than a traditional ad, and with no direct sales pitch. Usually somebody that buys podcast ads is also buying radio ads, and sometimes the terms they use get muddy. 'Underwrite' is probably the wrong term to use for podcast advertising, but since it's frequently used for public radio the meaning would be clear if you were in the industry.
- jonbarker 9y agoSo you can't use offer codes and promo codes on fm/am? Pretty sure I've heard people use those. Is my definition of "direct response" not correct?
- mattkrause 9y agoThe restrictions @mkmk is talking about apply to public radio stations, like NPR (and maybe some college stations). The key distinctions are that underwriting has to be short (15 seconds each, 60 seconds total), non-competitive (you have to mention them all underwriters of a program), only at the beginning/end, and can't include a call to action. In other words, an underwriting message can say "This program brought to you by Crazy Eddie's Autos, purveyors of new and antique European cars" but not "COME ON DOWN to CRAZY EDDIE'S AUTO'S. WE'RE HAVING A BLOW-OUT SALE THIS WEEKEND ONLY blah blah" Privately-owned stations can and do run either kind, however.
- cdolan 9y agoThis is a great point. Almost every podcast I listen to, from Gimlet to NPR to Mike Rowe, are heavily sponsored by these two firms. Will be very interesting to see this open doors for other companies who may have been outbid for advertising slots.
- thearn4 9y agoCasper mattresses and meundies will have to step up their game.
- totalrobe 9y agoand stamps.com
- bedhead 9y agoAnd Truecar
- differentView 9y agoNone of the podcasts I listen to are sponsored by Truecar, yet, that's the only one I've used out of all the sponsors listed.
- jonbarker 9y agoAnd 99designs
- southphillyman 9y agoI've noticed that Bevel ads have dramatically decreased, need to look into how that company is doing.
- metaphorm 9y agoI think it means that podcast advertising is an effective means of raising product awareness but the product itself needs to have value and staying power or else it won't result in a sustainable business model.
- silveira 9y agoAudible
- seizethecheese 9y agoJust curious, how much are typical customer acquisition costs through podcasts?