You're an advertiser. You have a product—let’s say it’s a meal kit delivery service. You want people to buy it. But how do you reach them? Do you shotgun-blast your ad across an entire podcast network, hoping someone, somewhere, might be hungry enough to care? Or do you surgically insert it into one specific podcast, where the audience is already primed to purchase things at 2 AM?
According to the latest PodScribe Q4 2024 Performance Benchmarks report, one of those strategies is objectively more efficient per impression. And the other? Well, it’s basically the advertising equivalent of setting your money on fire and counting on the smoke to spell out your target URL.
Pete Wright and Andy Nelson explain why tiny, niche podcasts are somehow more powerful than the big, flashy ones. They’ll debate whether YouTube’s slow takeover of podcasting is a game-changer or just another doomed experiment (looking at you, Google Podcasts). And they’ll take us deep into the shadowy world of ad tracking pixels—which, if you don’t know, are those little bits of code that follow you around the internet like a puppy.
And here’s the kicker: podcast ads actually work. Really well. So well, in fact, that brands are now scrambling to figure out how to track listener behavior without resorting to outright surveillance. Because—and this is genuinely shocking—sometimes people hear an ad, don’t immediately click a link, but still remember the brand and buy the thing later. Wild concept, right?
So, what does all this mean for the future of podcast advertising? Will brands finally stop panicking about promo codes? Will YouTube actually become a podcasting powerhouse? And most importantly—will Pete and Andy ever get tired of talking about incrementally?
No, they will not.
Links & Notes
What is The Podcast Podcast from TruStory FM?
The podcast industry is booming, but what does it take to succeed in this ever-changing landscape? Join us as we dive into the business side of podcasting, exploring the latest trends, challenges, and opportunities.
From directory consolidation to show monetization, we'll cover everything you need to know to navigate the podcasting world. We'll also chat with industry experts and successful podcasters to get their insights and advice.
Whether you're a seasoned podcaster or just starting out, we hope The Podcast Podcast will become a valuable tool in your own journey. So, grab your headphones, and let's get down to business!