Hello and welcome to 2022. It stays winter, y’all. I haven’t seen the solar in seemingly weeks, however we’re pushing by means of, surviving on podcast information for heat and cheeriness.

Now, let’s get to the information. There’s not a ton to debate as we speak, however I do have a brand new report that I’m excited to share with you all. Let’s begin there.

EXCLUSIVE: Podcast adverts gone flawed

This morning, I revealed a narrative on The Verge in regards to the ongoing push to make programmatic promoting work in podcasting and the struggles podcasters are already experiencing. The thought behind the transition is to permit advertisers to simply and routinely bid on podcast advert stock and have these adverts focused towards particular audiences. This is why we’ve seen podcast platforms not solely purchase up promoting and internet hosting platforms, like Amazon with Art19 and Spotify with Megaphone, but additionally ink offers with podcasters for the unique rights to promote adverts towards their programming. To make this work, platforms not solely want plenty of advertisers but additionally plenty of podcast stock.

That’s just one a part of the problem, nonetheless. The second, and sure the harder one, is getting podcasters snug with the concept software program will insert adverts into their exhibits with out their expressed okay for every particular person advert. This is very tough in podcasting as a result of it has historically been an business the place the viewers appreciates the adverts they hear and takes motion due to them. (I’m certain some of us would even argue that is the “magic” of podcasting and a vital promoting level.)

All this context leads us to my story, which highlights just a few conditions during which adverts confirmed up in locations they shouldn’t have. A science podcast, for instance, acquired adverts for oil firms, regardless of blocking these classes. Meanwhile, American Public Media totally disabled programmatic from its kids’s programming after an incident during which an advert for The Sex Lives of College Girls was inserted. Both of those points come right down to miscategorization, or adverts being categorized beneath one catchall style that both is inaccurate or not strong sufficient. In the case of Sex Lives of College Girls, for instance, the advert was categorized beneath “television” however might have include some type of ranking or mature label to forestall this actual scenario.

In each incidents, Spotify powered the adverts. I reached out for clarification on how the platform classifies adverts, in addition to what it’s doing to forestall conditions like these shifting ahead and have but to listen to again. Still, Spotify has been essentially the most vocal about its strikes into podcast promoting and presumably wants programmatic to work with the intention to make cash again on all its audio investments.

I’ve questions, although, following this reporting. For one, does the business need to maneuver towards a programmatic future? Is getting away from customized host-read adverts one of the best transfer? Can podcast adverts turn into automated whereas sustaining a high-quality bar? Will audiences quickly study to tune out podcast adverts, like they do with TV adverts, radio adverts, and net adverts?

I don’t have the solutions, although I do have my ideas, most of which is sure, the business, with business being outlined as massive firms, needs this, as long as it isn’t a requirement for smaller exhibits to take part, however that it’ll include a sacrifice of viewers engagement. I feel we’ll additionally find yourself in a world with no skip button. Some intrepid platform would possibly make its promoting level the flexibility to skip adverts, although, and whereas I’m considering far down the road, these selections are what the business is constructing towards.

Phew, that was an extended one. I simply have just a few extra bullet level information notes to say, largely stuff we couldn’t shout out earlier than the vacation. Starting with some ad-centric information.

SiriusXM indicators content material improvement and advert gross sales take care of Tom Segura’s YMH Studios

SiriusXM retains on making offers. This time, it’s signed one with comedians Tom Segura and Christina P for his or her YMH Studios. The two firms will work on growing new content material, the content material will go ad-free inside Stitcher Premium, and Sirius retains unique international advert gross sales rights. This follows Sirius’ offers with The Last Podcast on the Left, Audiochuck, and 99% Invisible, amongst others. It’s all in regards to the advert gross sales, child!

Deadline profiles ICM’s Caroline Edwards, specializing in “activism and advocacy” content material

Before Christmas, heh sorry for the delay, Deadline profiled ICM’s director of podcast initiatives Caroline Edwards. The piece largely entails Edwards taking inventory of the business up till now and providing us some thought of what she and the workforce are specializing in in 2022. They’re taking a look at “diverse voices,” kids’s programming, and politics — particularly advocacy and activism.

“I’m really excited about bringing up, cultivating, and supporting this next generation of people talking about what’s going on in our world and what we can do about it. They’re not the easiest sales, but 2020 was all about the celebrity show, and the fallout from that is not all of them are hits, so we need to focus on people who are native to this medium. People are now looking at people who are just genuinely good [at podcasting],” she says.

Here we’re with advert gross sales once more :’)

Spotify’s chief authorized officer and head of world affairs leaves for Disney

A small notice right here however Horacio Gutierrez, Spotify’s chief authorized workplace and head of world affairs, is leaving for Disney, the place he’ll be senior government VP, normal counsel, and secretary. Many phrases, one title. He’ll take over that position on February 1st. Gutierrez largely confirmed up in our world as the first spokesperson for Spotify’s battle towards Apple. My editor-in-chief Nilay Patel interviewed him for Decoder in June, throughout which Gutierrez argued Apple not solely acts as a monopoly however is “unfair” and deserving of presidency regulation.

That’s all, of us. I hope the podcast information gods will bless us with extra this week as a result of we’ll be again Thursday and Friday for you Insider subscribers. For the free of us, we’ll see you once more Tuesday. Bye-bye!