Podcasts Reach The Globe, But There’s A Growing Focus On Local.

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by Lindsey Francy May 16, 2022 News
Podcasts Reach The Globe, But There’s A Growing Focus On Local.

One topic that had a lot of attention last week may work even better in their favor, because broadcasting has always been a natural fit for podcasting. More companies are starting to create local-focused podcasts as the number of listens grows. The ad opportunity is popular with ad buyers because of its location-targeting capabilities.

Advertisers are one of the biggest drivers of the monetization of the podcasts and are an example of the growth that we are all seeing.

Looking to grab a share of that market, Cumulus Media has been quietly building a portfolio of hundreds of local shows during the past year.

The most listened-to podcasts is La Mala Y El Feo, which is the most listened-to radio show in the country. Spanish, English and Spanglish shows will be released by the Hispanic broadcaster.

"Uforia provides Hispanic audiences with an entire ecosystem of audio content that authentically and uniquely caters to them, creating an intimate sense of community," said Jesus Lara, president of Univision Radio.

Radio companies see the opportunity for local content. Last week, it was announced that Tegna's Locked On Podcast Network will add new shows to target the Atlanta and Minneapolis markets. Several of them will be hosted by people who used to work on radio.

There are also challenges that are being worked on by the team. Sales reps need to explain how to work with ad creative. Attribution data and case studies are required to show how effective podcasting is.

We educate buyers on what capabilities are available to them, but once we do that they are excited about the ability to reach their consumers on this hyper-engaged audio format. It is less about individual show-based selling and more about verticalizing the content to reach a larger audience.

TransUnion provides household-level identity data, targeting and measurement for streaming audio across smart speakers, connected TVs, gaming consoles and other connected devices. The data can be used for podcasts, according to senior VP.

The ability to reconcile against people, households, and devices is the biggest way that the company is powered.

The Chief Operating Officer of Force Marketing talked about how to build the best performing audience. personalization is a non-negotiable for the customer.

IAB Director of Digital Audio and Video Matt Shapo said that the availability of content that reaches audiences at a fraction of the cost of connected TV makes sense.

It also creates opportunities for other people to be heard.

The accessibility for creators to express themselves is something that we all pride ourselves on. It's more than that. The relationship of the creator to the community is what advertisers want, according to IAB Media Center VP Eric John.