“YOUTUBE: Every podcaster needs a YouTube strategy: While opinions remain divided on how exactly it will fit into the podcast ecosystem, YouTube has made strides to accommodate the podcasters who have embraced the platform. Even if a podcast is audio-only, it needs to be available for consumption on YouTube. While some ‘OG’ podcasters argue that YouTube’s technical specs do not make it a podcast(currently), it’s clear that consumers are…well…consuming on the platform.
AUTHENTICITY: You can’t fake it in podcasting. If you rely exclusively on paid reach (for vanity or selling advertising), your organic reach and interaction will plummet, and you’ll be exposed as fraudulent. And while AI tools have a valuable place on shortening workflow, content that is too obviously AI created will drive away your audience.”
Matt Mallon, Director of Advertising Partnerships, Locked On Podcast Network
“The 2023 Podcast Movement in Denver demonstrated that the podcasting industry is insanely robust and flush with innovation and opportunity, as well as energetic and creative talent on all sides of the business. Those in attendance freely shared their knowledge and experience in ways that are both practical and inspiring. Overall, the hot topics were attribution, consumption (especially the growth of YouTube), programmatic (part of the revenue ecosystem – not the end-all), using tech to better understand audience trends, as well as a host of content focused topics.”
Bryan Goldmark, Head of National Sales, Locked On Podcast Network
This year’s Podcast Movement welcomed what felt like the widest net ever cast across creators, publishers, and advertisers that contribute and support the podcast industry. In years past, it felt like only the largest networks and sponsors participated in the conversation throughout the week, but not in 2023. This year, we heard from outstanding contributors that haven’t participated, or participated as significantly before; NASA, Betches Media, Coleman Insights – all of whom provided insightful looks into different areas of podcasting with fresh perspectives. All rallied around similar messages…the value of great content, emerging monetization opportunities, and the need for improved attribution.
It’s no surprise that programmatic advertising was another headlining narrative this year, as investment and adoption of this revenue channel continues to take foot in our industry. While last year the programmatic conversation was focused on education and adoption, this year’s message was clear: if you are not yet involved in programmatic, you are getting left behind. While everyone certainly has to figure out the best strategy to utilize this within their own business, it’s something that is here to stay.”