would agree that podcast metrics are not where we want them to be," Mr. "I think most people involved with podcasts.
#Panoply podcast network download#
At present, podcast download totals are the primary engagement metric used across the industry. Panoply is hoping that Megaphone will give podcasters and advertisers more data to work with. Bowers said Panoply is in discussion with other podcast networks about licensing Megaphone, but the company hasn't yet worked up a business plan for smaller podcast operators. In the future, Megaphone could be made more widely available to aspiring podcasters who are looking to make a buck off their craft. Panoply has also inked New York-based Gimlet Media and its six podcasts as a customer. The Wall Street Journal has already launched 13 podcasts using the Megaphone system. The platform will be available to all of Panoply's partners, which include publishers such as New York magazine and The Huffington Post. "This technology ensures that people will get the latest and most appropriate ad for them," Panoply Chief Content Officer Andy Bowers said. Its dynamic ad insertion capabilities also let podcast publishers place new ads in back episodes, an potentially remunerative capability for podcast publishers that have extensive archives. It allows for one-click insertion of ads into podcasts, geo-targeting of ads to specific podcast consumers, and A/B testing to see what's working best. Panoply, the Slate Group's podcasting arm, saw something that could help with that in Audiometric, a podcasting content management system and ad insertion technology that it purchased from two Australian brothers last summer.Īfter tweaking and adapting the technology, Panoply is now reintroducing it as Megaphone.
For one, ads that were inserted into a podcast when it first aired a year or two ago won't often be relevant when someone discovers the episode today.
#Panoply podcast network tv#
The big picture: Its efforts come as rivals continue to try to bolster their own podcast businesses, including SiriusXM, which acquired Spotify's music rival Pandora in 2018, and iHeartMedia, which has recently completed a number of smaller podcast company acquisitions.Podcasters, like TV networks and digital media companies, have their own unique advertising challenges. By aggregating investments in podcast monetization, delivery and content, Spotify aims to grow the podcast advertising industry significantly and secure a chunk of the revenue that goes with it.
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