![]() ![]() The first decade of podcasting was all about compiling and listing shows. Acast is also focused on strengthening its recommendation engine for a better real-time listening experience. ![]() Buzzfeed and the Financial Times recently ditched SoundCloud for Acast to improve ad delivery and analytics for their popular shows. The Swedish podcast hosting company Acast, which offers dynamic ad insertion, is also making headway. At a more basic level, tracking how people interact with audio files is almost impossible, which is one of the reasons advertisers have been slow to get comfortable with the medium. For non-celebrities and creators outside the world of public radio, there’s no obvious path for getting word-of-mouth traction. Aside from cosmetic upgrades to apps and a surge in use of mobile devices, the listener experience largely remains the same-a striking revelation considering how much web-based content has evolved.Ĭontent creators still largely rely on word of mouth, recommendations within other shows, or curated lists from podcast enthusiasts. When iTunes launched its podcasting service, there was no streaming Netflix, no Kindle, YouTube had been in existence for four months, and the smartest phone on the market was a Blackberry. While the vast majority of shows were poor quality and attracted few listeners, the podcasting genre supported new kinds of storytelling, interviews, and talk formats that didn’t fit with traditional radio.īut the discovery and promotion tools for podcasts haven’t evolved much. Suddenly, content producers had a direct line to a mass audience without having to go through traditional radio channels. That was true from a content perspective. When iTunes first started cataloguing podcasts, it was hailed as the next big thing for new media. Oh, and the President also taped an interview in Marc Maron’s garage-a story that became bigger than the actual substance of the interview. ![]() Public radio stations doubled down on the business case for podcasts, well-known media companies signaled their intentions to develop original programming, and sponsorship dollars followed the increases in listener numbers. Over the last 18 months, half a dozen new podcast networks launched with high-quality shows-including Gimlet, Panoply and Radiotopia. “ Serial permeated the popular consciousness enough that now you don’t have to be like ‘a podcast is like a radio show,’ and that whole song and dance,” he explained in a February 2015 interview with The Observer.īlumberg’s Gimlet Media is one of many organizations benefitting from the renewed interest in podcasting. The reporting itself was incredibly good, making it a strong ambassador for the podcasting brand.Īlex Blumberg, the co-founder of Gimlet Media, said Serial’s success was instrumental in helping him raise venture capital for his podcasting startup. The show racked up more than 100 million downloads, grabbed the attention of the mainstream press, and excited people about the medium after a long period of stagnation. There’s no question that Serial was overwhelmingly positive for podcasting. ![]()
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