CAN PROGRAMMATIC HELP PODCASTS FIND THE MONEY?

Summary from the TLDR Marketing newsletter

Podcasting remains a rapidly growing digital channel despite mixed headlines in 2023. U.S. ad revenues grew 115% from 2020 to 2022. While podcasts face challenges in revenue generation, the programmatic share of podcast revenue doubled to 11% in 2023. This offers marketers opportunities to expand direct relationships and reach broader audiences. Embracing programmatic strategies, such as dynamic ad insertion and brand-building campaigns, has proven successful for audio streaming networks like SiriusXM Media.