Frequency: The Official AdsWizz Podcast

Growing Podcast Ads with Audience Trust with AdsWizz's Rowan Hamill

Episode Summary

In this episode, Rowan Hamill, Business Development Director at AdsWizz in London, delves into the evolving world of podcast advertising. She highlights the growth of digital audio, advancements in targeting tools, and the critical role of programmatic ad buying in preserving show integrity. Drawing from her experience with agencies and brands, Rowan underscores the importance of a customer-focused approach and the need for measurement tools tailored to advertisers’ goals. She also explores the unique trust between podcast creators, listeners, and advertisers, sharing her optimism for the podcasting industry’s continued expansion.

Episode Notes

• Introduction to Podcast Advertising: Rowan shares her role in consulting media brands and agencies, explaining the diverse tools available to help advertisers connect with listeners through podcasting.
• Evolution of Programmatic Ads: Discussion on how programmatic advertising has matured, transitioning from a misunderstood concept to a valuable, integrity-maintaining tool in the podcasting space.
• Audience Trust and Customer-Centricity: A look at the importance of trusting audience engagement and adopting a listener-first mentality when building ad strategies.
• Podcast Growth and Industry Optimism: Rowan reflects on the sophistication of recent podcast industry events and how listener demand and creator diversity are fueling growth.
• The Role of Measurement in Advertising Success: Rowan emphasizes the industry's need for improved measurement tools, which are crucial to gaining advertisers' trust and competing with other digital media channels.
• A Win-Win for Indie Creators and Advertisers: Exploring the new Simplecast-Adswizz integration that empowers independent podcasters by offering them visibility on a larger network.
• Future Predictions: Rowan anticipates a continued surge in podcast content diversity and lower entry barriers, fostering inclusivity and variety in storytelling.