Why Podcast?fipp.s3.amazonaws.com/media/documents/Andy Bowers... · 2016-03-22 · Pre-Roll Ads...

Why Podcast?

@ @andybowers

Credit: iStock/Thinkstock

@ @andybowers

0

5

10

15

20

25

30

35

2004 2005 2006 2007 2008 2009

Podcast Hype

Podcast Hype

Source: Andy’s Gut

0

5

10

15

20

25

30

35

2004 2005 2006 2007 2008 2009

Podcast Hype

Podcast Hype

Fateful Dinner Party

Source: Andy’s Gut

Begins Streaming Service, 2007 Launches, 2005 Acquired by Google, 2006

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2006 2007 2008 2009

Ever Listened to a Podcast

Ever Listened to a Podcast

Source: Edison Research

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Ever Listened to a Podcast

Ever Listened to a Podcast

Source: Edison Research

98 million

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Monthly Podcast Listening

Monthly Podcast Listening

Source: Edison Research

57 million

0

5

10

15

20

25

30

35

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Podcast Hype

Podcast Hype

Source: Andy’s Gut

0

10

20

30

40

50

60

70

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Podcast Hype

Podcast Hype

0

10

20

30

40

50

60

70

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Podcast Hype

Podcast Hype

0

10

20

30

40

50

60

70

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Podcast Hype vs. Listenership

Podcast Hype (Unscientific) Listenership

2005

2015

2015

Why Podcast?

1. Engaged Audience/Sticky

2. Mobile First

3. It’s Fun!

Monetizing Podcasts

1. Advertising

2. Direct Listener Payments

3. Custom/Branded Content

Monetizing Podcasts

Monetizing Podcasts

Pre-Roll Ads

Monetizing Podcasts

Pre-Roll Ads Mid-Roll Ad Mid-Roll Ad

Monetizing Podcasts

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Monetizing Podcasts

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Monetizing Podcasts

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Monetizing Podcasts

Monetizing Podcasts

Passionate Audience

Monetizing Podcasts

Monetizing Podcasts

$40

Super Bowl

Super Bowl CPMs

Monetizing Podcasts

$40

$25

$50

$100

Super Bowl Low End of Podcasts Mid Range High End of Podcasts

Podcast CPMs

Monetizing Podcasts Direct Listener Payments

Monetizing Podcasts Custom/Branded Content

Monetizing Podcasts

Credit: iStock/Thinkstock

@ @andybowers

Thank you!

@ @andybowers