Frequency: The Official AdsWizz Podcast

Balancing Tradition and Technology with Veritone One's Patrick Kolling and Maggie Beyer

Episode Summary

In this episode, we sat down with Patrick Kolling, Senior Media Buyer, and Maggie Beyer, Associate Director of Digital Media at Veritone One, to discuss the evolving landscape of podcast advertising. They explored the shift from traditional host-read ads to audience-based buying and emphasized blending these strategies for maximum impact. Topics included managing campaign frequency, leveraging data for precise targeting, and using emerging technologies to enhance ad performance. Maggie and Patrick also highlighted the role of data in crafting effective ads without overwhelming listeners. Looking ahead, they shared their vision for improved attribution methods and integrating diverse buying approaches to boost campaign success.

Episode Notes

Current Landscape of Podcast Advertising:

• Host-read ads and programmatic ads as complementary strategies.
• The growing need for blending host endorsements with scalable audience buying.

Audience vs. Host-Based Buying:

• Insights on how Maggie’s team coined the term "targeted podcasts" to describe buying audiences across the ecosystem rather than focusing on specific hosts.
• The importance of leveraging third-party data to reach precise audience groups, such as pet owners, without relying on host characteristics alone.

Measurement & Metrics in Podcast Advertising:

• Challenges in aligning podcast advertising with traditional media measurement standards.
• Using advanced analytics, like Comscore and MRI reports, to validate campaign performance.
• The role of attribution and understanding frequency to avoid overwhelming consumers.

Navigating Industry Challenges:

• Balancing show-based and targeted buys to maximize unique reach without bombarding the same audience.
• Practical examples of avoiding repetitive exposure and maintaining brand safety.

Technological Evolution in Advertising:

• The shift towards a more tech-first approach in podcast advertising.
• Exploring how emerging technologies are shaping the ability to control reach and frequency across podcast campaigns.
• Predictions about the future of podcast measurement, frequency capping, and holistic campaign management.