It’s such an exciting time for podcasting. After a decade of being brushed-off, the industry is undergoing a fantastic renaissance and a well-deserved embrace from marketers and advertisers who have finally (long-overdue) recognized the value of their audiences.
If there was ever a case for native forms of advertising and the power of contextual offerings, podcasting is an ideal case study. Some of the articles this week focus on new startups looking to tackle podcast advertising, and a couple more explore the importance of context in advertising.
At a time when media companies are struggling to maintain advertising revenue, podcasts are exploding with potential.
Today, owning the context is the only way companies can survive in an ad-based world. Media, and publishers on the open web, don’t have to be left behind, they can embrace contextual advertisements, and they can recapture ad revenues currently being shipped to platforms like Snapchat and Facebook.
Own your context, own your future. As an industry, we’re a lot closer to realizing that goal than we were last year.
Exiting times are right ahead.
Todd Garland, CEO and Founder at BuySellAds