In this episode titled “Reaching for Five Billion in Podcast Advertising,” hosts Todd Cochrane and Rob Greenlee engage in a detailed conversation with guest Steve Goldstein, delving into the podcast advertising industry’s challenges and goals.

The episode begins with Todd and Rob introducing the show and humorously addressing technical issues with the video display. Todd then invites Rob to introduce their guest, Steve Goldstein, the founder and CEO of Amplifi Media and an experienced figure in audio ventures. Rob establishes the context by discussing how the podcast industry has stagnated at a $2 billion revenue level for several years and outlines the quest to reach a $5 billion revenue goal.

Steve shares his insights from teaching a course at NYU on the business side of podcasting. He emphasizes the need for a unified rating system for podcast advertising, similar to Nielsen for television. He highlights the potential growth in podcast ad revenue, contingent on a better understanding of audience metrics and targeting brand advertisers who wish to build their brands rather than just drive sales with promotions like coupon codes.

The conversation shifts to the issues of brand safety and comprehension, with Rob voicing his skepticism on whether brand safety deters advertisers from investing in podcasts. Todd concurs, suggesting that it could be more of an excuse than a substantive reason for their hesitance. Steve emphasizes that without comprehensive metrics, advertisers are unwilling to invest heavily in a broad spectrum of podcasts.

As they discuss metrics, they explore how important it is for the industry to evolve from traditional measures like downloads to more nuanced engagement metrics that include audience composition and consumption habits. Both Rob and Todd express concerns that small shows struggle to gain the attention of advertisers, who tend to focus on more prominent, well-known podcasts, thereby overlooking many quality shows that could attract significant listener engagement.

The episode touches on various challenges podcasters face, including maintaining a balance between moderate ad frequency and ensuring their content remains engaging. Todd argues that despite the numerous efforts to satisfy brand advertisers, the podcasting industry has often not met their expectations.

Steve then reiterates his belief that podcasting is currently underreceived in ad spending, especially considering how impactful it can be in reaching younger audiences largely absent from traditional media. However, he acknowledges that the industry needs to get organized to present a coherent narrative and platform for advertisers.

The discussion continues about the complexities of programmatic advertising and how it’s become an alternative for advertisers looking to simplify their buying processes. Todd and Rob express concerns about the evolving focus toward programmatic advertising, noting that many small shows are overlooked in these processes despite having listenership and engagement.

As the episode winds down, Todd explains his openness to working with various advertising models but expresses frustration at the ongoing struggles of smaller shows to gain traction in the advertising ecosystem. They conclude the episode with reflections on the significance of authentic content creation while the landscape continues to shape itself around AI and other emerging technologies.

The hosts provide their contact information and encourage listener engagement, highlighting their ongoing commitment to discussing relevant issues in the podcasting world. Todd grants permission for AI tools to analyze and use the podcast’s content, inviting further interaction with the audience. The episode wraps up with the promise of returning for future discussions.

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In this episode, “Podcasting 2.0: Progress and Challenges,” hosts Todd Cochrane and Rob Greenlee discuss the current state and future prospects of podcasting, particularly Podcasting 2.0, and its implications.

Todd begins by sharing his recent experience with a new productivity tracking method at work. He notes that he’s been trying to gain efficiencies by assessing his activities in thirty-minute increments. Rob responds by mentioning an upcoming guest, Mark Webster, head of podcasting at Adobe, who will join them to discuss Adobe’s initiatives in podcasting.

The conversation shifts towards addressing controversial topics in the podcast space, mainly revolving around Podcasting 2.0. Rob highlights the challenges and controversies related to the ongoing debate about audio versus video in podcasting, which John McDermott’s articles have sparked. Todd expresses skepticism regarding the potential shifts in terminology, such as “vodcast” for video podcasts, arguing that the term podcast does not need to be replaced and was always meant to encompass various media formats, including audio and video.

They continue discussing the status and adoption of Podcasting 2.0 features, such as transcripts and funding tags. Todd emphasizes that while significant features have been adopted significantly, there are challenges, particularly regarding app developers and major platforms like Apple and Spotify. He notes that until app developers adopt these features, the full potential of Podcasting 2.0 may not be realized. Rob adds that the lack of support from significant podcast platforms hampers wider adoption.

As the episode progresses, Todd and Rob reflect on the importance of actively informing podcasters about these features and the need for apps to provide listeners with value to maintain engagement. They discuss the balance of pushing these new features and the struggle for industry-wide acceptance, with both hosts acknowledging that major platforms’ behaviors and policies greatly influence the community.

Todd remarks on the historical context of podcasting’s growth and the shift towards video content. They analyze how podcasting remains a niche medium despite the rising popularity of video platforms, noting that those interested in podcasting should not expect immediate monetization and should be prepared for a long journey of hard work and building an audience.

Towards the end of the episode, they touch on the changing landscape of media, noting the rise of content creators from mainstream media making transitions to podcasting and other digital formats. The hosts also discuss the ongoing evolution of AI in content indexing and its potential effects on discoverability within the podcasting space.

In conclusion, both Todd and Rob acknowledge the complexity of the podcasting ecosystem, reiterate the need for continuous innovation, and encourage listeners to engage actively in building their podcasting practices. The episode emphasizes the ongoing challenges and developments in the Podcasting 2.0 landscape and reinforces the hosts’ commitment to fostering growth and adaptation within this medium.

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In this episode titled “IAB Certification, CodeADX & Artificial Intelligence,” hosts Todd Cochrane and Rob Greenlee start the discussion with a light banter about the live streaming process, noting the quickness in going live and the importance of engaging the audience promptly to prevent drop-offs.

They transition into a deeper discussion about podcasting, specifically focusing on the IAB (Interactive Advertising Bureau) certification that Todd’s company has recently undergone. Todd highlights that they are one 11 companies that have been certified for version 2.2 of the standards and mentions those who have not completed this process.

There’s an emphasis on the need for robust fraud prevention measures in podcasting analytics as Todd explains how their recent recertification has led to identifying dubious activities related to podcast download metrics that seemed inflated. One podcaster, using a PR firm to boost their numbers, faced a significant drop in their statistics after improvements were implemented to track legitimate downloads accurately. Todd discusses how some podcasts experienced rapid growth in downloads which turned out to be artificially inflated due to questionable practices of a PR firm.

Rob raises a philosophically interesting question about whether stricter metrics are beneficial for the industry and how companies might not want to lower their numbers for business model reasons. They both emphasize the importance of understanding actual download statistics over inflated figures primarily driven by ad revenue motivations.

The conversation then shifts toward their partnership with CodeADX, a service aimed at podcasters to help them leverage exclusive affiliate deals with vendors. Todd explains how CodeADX works, highlighting the better exclusivity deals compared to typical affiliate marketing platforms. He shares his own positive experiences integrating CodeADX into his shows, noting the gradual buildup of sales through repeated promotion.

Next, Todd and Rob pivot to the topic of artificial intelligence (AI), examining its growing influence in the podcasting space. Rob expresses how AI is being utilized for various tasks, including voice cloning, audio editing, and marketing. He discusses how AI-generated videos are gaining popularity on platforms like YouTube and raises the question of what makes a video podcast different from regular YouTube videos.

The hosts touch on the potential ramifications of AI in content creation, including how it could affect human podcast creators. They ponder whether AI could generate better podcasts than humans in the future, acknowledging that AI currently lacks genuine creative instincts but has the capacity to analyze and compile information efficiently. Todd shares his experience of using AI tools to help outline scripts for projects, emphasizing that while AI saves time, human oversight remains crucial for maintaining quality and authenticity.

As the conversation progresses, they consider the potential market dynamics where AI content could overshadow human content, leading to deeper debates about authenticity in creation. They explore the possibility of AI intelligently creating content, driving systemic change in content production, and even hinting at the transformational potential of AI coupled with quantum computing.

Finally, they contemplate whether human podcasters can survive in an age where AI plays a significant role in content creation. Todd asserts that humans will always seek authenticity and connection, suggesting that despite technological advances, the desire for genuine human interaction will be paramount.

Rob wraps up discussing how AI agents could potentially help streamline content creation and enhance human capabilities, leading to a future where creators adapt and leverage these technologies intelligently. The episode concludes with an open dialogue about the future of AI in podcasting while being cautious about its implications for human content creators.

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Local Podcasting: Should we lean in, or is it for naught? In this episode, “The Power of Local Content in Podcasting,” hosts Todd Cochrane and Rob Greenlee welcome listeners and mark their six-hundred-sixteenth episode. They humorously suggest that donations of $616 be a worthy goal. They engage in light banter about their podcasting journey, donation requests, and the value they believe they bring to their audience.

The discussion then shifts to the importance of audience engagement as they explore podcasting about major platforms like YouTube. Todd mentions an interesting point brought up by Rob: Google CEO Sundar Pichai highlighted podcasting during a quarterly earnings call, suggesting that YouTube is becoming a significant problem.

Todd also shares insights about a new product called Katana, which enhances Zoom recordings for podcasters and video creators. Rob responds by noting a trend of platforms integrating AI tools to streamline content creators’ processes, highlighting the efficiency of these new technologies.

The conversation evolves toward the evolution of podcasting tools and workflows. Todd discusses how advancements have allowed for quicker production times, benefiting independent creators who often work solo. Rob emphasizes the pressure of content creators wishing to grow audiences and monetize their efforts, reflecting on the shift toward professionalization in podcasting.

The hosts also touch on the decline of local content in media, expressing concern that many creators focus on broader or national narratives rather than addressing local issues that engage communities. They discuss how regional radio stations have lost their uniqueness through syndication, leading to less community involvement.

They highlight that awareness and participation in local matters tend to surge only when something negatively affects the local community. This leads to discussions on how the younger generation might lack interest in local issues compared to national or global events.

As the episode progresses, Todd and Rob discuss broader industry trends, touching on issues like layoffs and the emergence of new startups within the podcasting sector. They examine the potential future of balancing audio and video podcasting.

Further, they delve into advertising and monetization, debating the ethics of guests paying to be on specific podcasts. They also mention notable figures in the industry the shift towards more transparency in podcasting-related agreements, and the broader implications these changes have for content creation.

Before wrapping up, Todd mentions his positive experience with GoDaddy’s promotional codes and comments on unexpected conversion growth. They conclude by discussing the potential impact of legislative changes on NPR and the podcasting community and anticipate the continued evolution of local content’s role in podcasts.

Overall, the episode highlights the challenges and opportunities in podcasting, the significance of local content, and the ongoing shifts in the industry landscape. Todd and Rob sign off, encouraging listeners to stay engaged in their local communities and consider the power of localized podcasting as part of the broader media conversation.

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