Evan Lang, VP & GM of Audio at Vox Media was approached internally and asked how they could turn podcasting into a real business at the company. After just two years, they’ve seen real success with shows The Weeds, the Ezra Klein Show, Today, Explained, and Recode Decode. He shared Vox’s approach.
If you’ve bought tickets for a live entertainment or sports event in recent years, chances are, you’ve at some point got your tickets from SeatGeek. What you might be less aware of though is that SeatGeek is also a pioneer of podcast advertising, spending on shows like The Bill Simmons podcast as early as 2015. Our guest today, Ian Borthwick, now leads the charge, running podcast advertising for the brand as well as its influencer program. He was employee number 80, and since his joining, the company has grown too well in excess of 450. He shares SeatGeek’s approach to positioning its brand on audio and some pointers on where to begin when thinking about how your brand should sound. We’re thrilled to have him on the Sonic Truth.
– The barriers standing in the way of gaining a deep understanding of podcast listeners
– What the future holds for smaller brands looking to get into podcasting
ART19 is an audio platform for hosting, distribution, ad serving, and audience measurement that’s been around since 2015. Think of it as infrastructure for enterprise-level podcast hosting that’s mostly used by publishers. Its clients include Wondery and The New York Times, of which The Daily is one of the biggest shows housed by the platform. Veritonic CEO Scott Simonelli caught up with Art19 CEO Korri Kolesa, previously chief revenue officer at Stitcher, about Art19’s future direction, including the challenge of gaining a deeper understanding of listeners.
When it comes to radio the way you make people feel when they tune in is everything. As EVP of Content at Alpha Media, Phil Becker breaks down different approaches to building unique local radio brands across Alpha’s portfolio of 100’s of local stations.
A few years ago on a turbulent flight, Steve Milton heard a noise he associated with entering the “gates of hell”. It was actually the sound from the cockpit to signal he had reached cruising altitude. Milton wondered who made the decision to use that sound, and more importantly: why. Today, Steve Milton runs a successful branding agency servicing all kinds of clients ranging from Tinder to Microsoft.
NPR – National Public Radio is famous for shows like Fresh Air with Terry Gross, How I Built This and Planet Money. Launching new shows used to be simple. The NPR name and distribution mechanism alone meant a million eager, regular listeners. But with new podcast content coming out by the minute, NPR and other platforms like it face new challenges. Maintaining and increasing their listenership requires new thinking. From creating ‘listening habits’ through short-form content to bolstering the expert, longer-form journalism that NPR is known for, all is revealed in this episode of The Sonic Truth. Scott Simonelli sits down with Bryan Moffett, COO, National Public Media, and Gina Garrubbo, CEO of NPM at Advertising Week New York for this insider’s chat.
Audio gets a bad deal when it comes to adding disclaimers at the end of ads. Why? Other media channels are cleverly able to hide it, but audio, radio specifically, is forced to place it at the end. Many people claim disclaimers ruin radio ads, but no one has ever looked at what the data says…until now.
The more time spent thinking about functional sounds, the more you realise just how important they are to the products and objects you use every single day. We were joined by Dexter Garcia from Audio Branding agency Audio UX to put his knowledge to the test and learn just how important earcons or functional sounds really are to brands everywhere.
Scott Simonelli was joined by Megaphone’s Ken Lagana to unpack best practices around host-read versus announcer read podcast advertising. The commonly-accepted narrative is well-known at this point: host-reads, by nature, should be more effective. But what does the data say? Listen below, or read the article here.
Thanks for listening to The Sonic Truth Podcast, hosted by Scott Simonelli. We’ll be returning with new episodes in March.