Sounds Profitable

In an industry where influencer marketing is taking strides, how can podcasters get a leg up? Shreya Sharma talks with Bryan about how the lack of differences between the two needs to be recognized ASAP.Key Links: Shreya Sharma of Inside Podcasting Article: https://soundsprofitable.com/update/influencer-marketing-advantage -----How can podcasters best educate themselves?___Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected]| Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Google Forms: https://www.google.com/forms/about/The Optimization Trap - when NOT to rely solely on listener surveys: https://tomwebster.media/archive/no-one-likes-pizza/On survey incentives:https://tomwebster.media/archive/what-do-listeners-wantpart-one/See omnystudio.com/listener for privacy information.

Growing your audience through host-read ads works. But it takes time and effort. Time and effort that Jordan Harbinger has put in.Key Links: Jordan Harbinger Article: https://soundsprofitable.com/update/host-read-ads -----Do you think the system is flawed? What are you doing to grow your audience?___Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Sean Ross on How to Have More Hits: https://powergold.com/how-to-have-more-hits/Ed Sheeran obliterates the Spotify record: https://www.musicbusinessworldwide.com/ed-sheeran-obliterates-spotify-record-with-68-7m-streams-in-a-day/Future replaces Future: https://www.billboard.com/articles/columns/chart-beat/7710203/future-makes-history-back-to-back-no-1-debuts-billboard-200-album-chart-hndrxxLike the show? Subscribe to the I Hear Things newsletter at http://ihearthin.gs and support the podcast at Buy Me A Coffee. Thanks!See omnystudio.com/listener for privacy information.

Understanding if your ad is working is absolutely critical. Brand Lift studies help you know if they are working. Tom Webster and Edison Research do a phenomenal job of telling you just that.Key Links: Tom Webster of Edison Research Article:https://soundsprofitable.com/update/brand-lift-studies -----Send us answers to Tom’s questions at [email protected] using the Subject “Episode 18”. Make sure to answer all 3 questions, and include your address so we can send you a sticker!“What section of the library would you find Sounds Profitable under?”“Do you think this show is popular?”“If Sounds Profitable were to die tomorrow, what would you miss the most about it?”___Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Lift reports are critical for understanding the efficacy of your campaigns. I speak with my good friend Matt Drengler of Podsights about how you want the honest truth from about attribution.Key Links: Matt Drengler of Podsights Articles:https://soundsprofitable.com/update/understanding-podcast-lift-reports https://soundsprofitable.com/update/understanding-podcast-lift-reports-2 -----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

From The Guardian: https://www.theguardian.com/tv-and-radio/2021/may/22/are-celebrities-ruining-podcastingThe five biggest celebrities in podcasting in terms of weekly reach: Joe Rogan Michael Barbaro Ashley Flowers and Brit Prawat Ira Glass Chuck Bryant and Josh Clark And for comparison, the five highest paid actors from the past year, according to Forbes: Dwayne Johnson Ryan Reynolds Mark Wahlberg Scarlett Johansson Ben Affleck The worst of the John McEnroe show: https://www.youtube.com/watch?v=QpLX4gzshG0&feature=emb_imp_woytPart one of What Do Listeners Want?Buy me a coffee/support the podcast: See omnystudio.com/listener for privacy information.

The podcasting advertising landscape is ever changing. Even the most recent map that I helped work on with the help of Magellan AI is already in need of updates. But that’s the goal of the Podscape. To help people understand the big picture, and to keep us all aware of what’s happening in this ever growing environment.Key Links: John Goforth and Cameron Hendrix of Magellan AI Article: https://soundsprofitable.com/update/podscape-podcasting-landscape -----The Podscape will only ever have a finalized version when podcasting ends. .-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Subscribe to the I Hear Things newsletter at http:ihearthin.gs. All the data I cited is represented there.James Cridland's exploration of the Libsyn/Buzzsprout data: https://podnews.net/article/spotify-apple-podcasts-market-leaderIt's Fun Not To Count Things (on the distinction of "inactive shows" by hosts): https://tomwebster.media/archive/its-fun-not-to-count-things/Podcast Industry Insights (the source of the total number of podcasts): https://podcastindustryinsights.com/Clubhouse Users in America: https://www.edisonresearch.com/clubhouse-users-in-america/Hot Pod: https://hotpodnews.comWind of Change wins three Ambies: https://www.hollywoodreporter.com/business/digital/podcast-academy-awards-ambies-dying-for-sex-marc-maron-1234954234/Tom's Diner (the DNA Remix): https://www.youtube.com/watch?v=32ZTjFW2RYoThanks for listening. Support the show buy telling a friend, and buying me a coffee! See omnystudio.com/listener for privacy information.

If you listen to Sounds Profitable, you listen to DAI. It’s an amazing tool which allows you to basically assemble the lego blocks of a podcast, and swap and replace things at any point in the future. Building your podcast towards DAI is easy, and should be on everyones mind. Heather Osgood speaks with me on the subject, and we talk about why DAI is the right way to go.Key Links: Heather Osgood of True Native Media Article: https://soundsprofitable.com/update/dai-for-podcasting -----Is DAI actually free to use? (spoiler, it’s not).-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

This is one episode that I encourage you to check out my newsletter at http://ihearthin.gs for additional analysis--there are lots of graphs there which help process the data better for those with a visual preference. Also, a couple of your asked about removing the background music. I saw no reason not to oblige.Links I mentioned:The Infinite Dial Canada: https://www.edisonresearch.com/the-infinite-dial-2021-canada/Canadian employment stats: https://www150.statcan.gc.ca/n1/pub/11-631-x/11-631-x2020003-eng.htmSeth Rogen's podcast announcement: https://variety.com/2021/digital/news/seth-rogen-podcast-comedy-1234970579/Find Your Red Thread pre-orders: https://tamsenwebster.com/book/Clubhouse Users in America registration: https://tomwebster.media/ghost/#/editor/post/609e66ccb07d8c6e4055d658See omnystudio.com/listener for privacy information.

Link to subscribe to the I Hear Things Newsletter, including graphs of the data Tom mentioned in the show: http://ihearthin.gsBryan Barletta's Sounds Profitable newsletter: https://soundsprofitable.comRegister for Clubhouse Users in America: https://us02web.zoom.us/webinar/register/6516203299295/WN_U80SXPDQROenIIxcNmYPJARookies vs. Veterans research from Podcast Movement: https://medium.com/swlh/three-ways-to-survive-podcastings-existential-crisis-fe679f0da603The Top Ten most-recalled brands in Podcasting: https://www.edisonresearch.com/edison-research-announces-the-top-10-most-recalled-brands-in-podcasting-for-q1-2021/Preorder Find Your Red Thread, from Tamsen Webster: https://tamsenwebster.com/book/Support the show! https://www.buymeacoffee.com/TomwebsterSee omnystudio.com/listener for privacy information.

Spotify isn’t ending the world. They’re acquiring quite a few properties, and are obviously big and imposing on the landscape, but I believe that they’re not actively killing the podcasting dream. But how far they have to go to do that is open to debate. A debate we have on this episode.Key Links: Nick Hilton of Podot Pods Article: https://soundsprofitable.com/update/spotify-megaphone-deal -----Are Boston Dynamic Robots going to kill us? Or be cool friends?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

This week, I have an early candidate for the Real Heroes of Podcasting Hero of the Year (RHOPHOTY), and the most interesting-yet-largely-ignored-by-podcasters news story of the past couple of weeks. First, a detour from the world of art, or as we say here in Boston, aht.See omnystudio.com/listener for privacy information.

Paid subscriptions on Apple Podcasts: should you? What you NEED to do if you go down that road. Also: how Clubhouse should spend its sweet VC cash.See omnystudio.com/listener for privacy information.

Getting people to listen all the way to the end of your podcast is already tough enough. How do you plan to entice them further when they know there’s an ad waiting for them at the end? Dane Cardiel of Simplecast joins us to talk about rebranding post-roll, and figuring out ways to use DCI to make your podcast better.Key Links: Dane Cardiel of Simplecast Article: https://soundsprofitable.com/update/postroll-ads-are-garbage -----How much is too many ads? And what ads work best for keeping listeners interested?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Demographics in Podcasting get a bit murky sometimes. With digital households and the death of cookies, figuring out how we use demographics may be the future. I talk with Jay Green about how marketers should be looking at demographic targeting, and how diversifying your campaign strategies can be your best bet for your buck.Key Links: Jay Green of Cadence13 Article: https://soundsprofitable.com/update/targeting-by-demographic -----What is a digital household exactly? And what’s the best way to figure out who is actually listening to your podcast in that household?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Spotify is looking to dominate the marketplace of what goes in your ears. And currently, it doesn’t look like anyone is trying to stop them. Join host Bryan Barletta and guest Griffin Caprio as they discuss the future of audio, and what it means to you.Key Links: Griffin Caprio Article: https://soundsprofitable.com/update/spotify-is-in-it-to-win-it -----Is Podcasting still going to be called Podcasting? How far can that definition be stretched?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with YappaSee omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Join host Bryan Barletta and guest Jack Rhysider as they delve into the differences between ethical data collection and malicious data collection. Is there an ethical way to get data? And if so, how do we make sure our podcasts are acting ethically?Key Links: Jack Rhysider of Darknet Diaries Article: https://soundsprofitable.com/update/privacy-solutions -----What’s the difference between tracking and data collection? Can private feeds provide what major hosting platforms can’t?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join the feed at https://soundsprofitable.supercast.tech/Send us messages with Yappa!See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Our second week of diving into international waters. There’s far more out there than just the American ideal of podcast advertising. What can we learn from these other countries, and is a more global mindset needed for the future of podcast marketing?Key Links: Sarah Toporoff of Podinstall Article:https://soundsprofitable.com/update/france-podcast-measurement -----Why are we missing out on these markets? And how can we learn to utilize what they’re teaching us?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

IPv6 certainly isn’t new, but it’s been ignored by podcasting for a long time. And it’s absolutely the future, as the telecom infrastructure of India is showing us. What are we doing to access those 120 million listeners who are currently being left out?Key Links: Tom Barasso of PodLP Article:https://soundsprofitable.com/update/ipv6-and-india-for-podcasts -----How is the IABv2 working towards utilizing the power of IPv6? What struggles will podcasting have in countries where IPv6 is the main source of addressing?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Programmatic Advertising is so much more than we think it is. It’s been a scary term for some, but that stigma is unwarranted. Find out the ins and outs of Programmatic Advertising with this episode.Key Links: Benjamin Masse of Triton Digital Article: https://soundsprofitable.com/update/programmatic-advertising-for-podcasts -----Is Programmatic Advertising your backup plan? Or your main course of action?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Sounds Profitable Theme written by Tim Cameron Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Brand Safety safety is often seen from the wrong angles. Algorithms that can’t detect tone and context often push advertisers away from markets where their inventory would succeed. What’s the future of Brand Safety look like?Key Links: Moomal Shaikh of Oracle Moat Article:https://soundsprofitable.com/update/podcasting-brand-safety -----Brand Safety can only get better with less exclusion and more inclusion.-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Apple Core Media, Chrome, and Safari are being identified as podcast players. They’re not. What can you do to figure out how your podcast audience is being misidentified, and where does the industry go from here?Key Links: James Cridland of Podnews Article:https://soundsprofitable.com/update/rss-useragents -----How does refining our data improve our targeting? And why isn’t everyone doing this?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

OPAWG is working to build tools to help create a more accessible podcasting community, and is working with creators to make high fees and gatekeeping a thing of the past.Key Links: Mark Steadman of Podiant and founder of OPAWG Article: https://soundsprofitable.com/update/opawg-user-agents -----Why does tracking user agents as a community work better? What is OPAWG doing to standardize these agents? And what does OPAWG hope to achieve in the future?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

How does the loss of digital ID impact podcast advertising? Does it really matter for podcasting, or will evening the playing field between digital and podcast advertising impact how we gather data?Key Links: Rishabh Jain formerly of LiveRamp Article: https://soundsprofitable.com/update/apple-privacy-and-podcasting How do we responsibly manage data stewardship? Does users’ agency to choose whether or not to be tracked by third party apps affect data collection? What data do we need to target users, and what can we do with the data we get currently?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Was the Apple Watch double dipping numbers on podcast downloads? Did the IAB do anything to fix it? Does the fix actually help?Key Links: Dave Zohrob of Chartable Article: https://soundsprofitable.com/update/apple-watch-os-downloads -----Download numbers are an incredibly important metric, but how can we regulate their legitimacy? Dave Zohrob and Chartable have answers, and Bryan is more than eager to talk about the good practices of advertisers, as well as the bad.-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

In the world of advertising and marketing, geotargeting is an incredibly important tool. But where is geotargeting going? What’s the next stage of this tool?Key Links: Jason Hanson of Wrapify Article: Geolocation Misses The Mark In Podcast Targeting ------Like podcasters running geotargeted advertising campaigns, Wrapify has to combine a large sample size with mobile device IDs to prove their worth. Did the right audience encounter the ad? Did the exposed consumers take the intended action? And how much can we rely on the accuracy of an IP address?Advertisers and marketers try—and fail—to boil all advertising down to the same thing. But as Jason says, every medium serves its own purpose and informs the buyer’s journey. Local advertising—especially hyper-local advertising that podcast can provide—plays an important role. But it’s important that we not over-reach with its capabilities.Podcasts ads aren’t the same as digital. Podcast ads aren’t the same ad radio. Podcast advertising is a worthy channel that can and does stand on its own, while also supporting other larger campaigns.-----Credits: Hosted by Bryan Barletta of Sounds Profitable - [email protected] Audio engineering by Ian Powell Executive produced by Evo Terra of Simpler Media Special thanks to James Cridland of Podnews Podcast hosting and dynamic insertion wizardry by Whooshkaa Join our Premium Feed! https://soundsprofitable.supercast.tech/See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.