Frequency: The Official AdsWizz Podcast

Podcast Strategies, Challenges, and Future Trends with Steve Maunder of Strategic Media

Episode Summary

We sat down with Steve Mondor, who ran Podcast Campaign Operations at Strategic Media, a full-service audio agency based in Portland, Maine. Steve shared his journey from radio to podcasts, shedding light on the evolution of podcast advertising and the ongoing challenges of ad measurement standardization. The discussion highlighted the significance of a data-driven strategy, the need for consistent metrics, and the value of both host-read and pre-produced ads in successful campaigns. Steve also offered insights into programmatic advertising, the potential influence of AI on podcasting, and creative ways to link brands with audiences in the ever-changing audio landscape.

Episode Notes

• Podcast Advertising Challenges: Issues with standardizing metrics across platforms; differentiating between downloads and actual listeners.
• Ad Measurement: Podcast ads can’t yet be compared to other digital media due to inconsistent metrics. Strategic Media uses a mix of data (attribution, analytics, and surveys) to measure effectiveness.
• Host-Read vs. Pre-Produced Ads: Both ad types are essential for a well-rounded campaign—host-read for personalization and pre-produced for cost efficiency.
• Programmatic Advertising: Useful for testing campaigns and improving efficiency; a crucial part of a comprehensive ad strategy.
• Future Trends: Expect more advanced analytics, AI-driven content translation, growth in programmatic ads, and a significant impact from YouTube on podcast discovery.
• Closing Thoughts: Collaboration is key in the podcasting industry, and brands can benefit greatly from the unique influencer power of podcast hosts.