Twitter announced that podcasts are coming to Twitter. How is that going to work? Twitter provided some information to help clarify things. From Twitter’s about podcasting on Twitter:
Twitter helps people connect with unique and compelling voices around the world. With podcasts, we’re taking that connection to a whole new level.
Starting on August 25, we’re integrating podcasts into Twitter as part of our newly redesigned Spaces tab. We know that some discussions need more than 280 characters, and bringing people closer to the ideas, content, and creators they know and love is core to Twitter no matter where the conversations take place.
So how will it all work, and how can you check out Twitter’s new podcasts for yourself? Take a look below for everything you need to know about this exciting update.
Integrating podcasts into Twitter Spaces
Integrating podcasts into Spaces, where audio conversations happen on Twitter, is another way we’re continuing to invest in audio creators. To do this, in a simple and intuitive way that allows listeners to simply hit play and go, we started with a redesigned audio experience in the Spaces Tab.
This redesign introduces personalized hubs that group audio content together by specific themes like News, Music, Sports, and more. Now Twitter listeners will be able to access a more personalized selection of live and recorded Spaces discussing the topics that are most relevant to them.
But the selection doesn’t stop there. These new hubs will also feature the most popular and engaging podcasts from around the world. Our internal research indicates that 45% of people who use Twitter in the US also listen to podcasts monthly, so we’ll automatically suggest compelling podcasts to help people easily find and listen to the topics they want to hear more about. For example, if someone regularly interacts with Vox content on Twitter, they’ll probably see a Vox podcasts in a Spaces hub.
“Vox Media has a rich array of popular podcasts across many categories, and we’re thrilled that Twitter is expanding its audio capabilities to help more listeners discover them,” said Ray Chao, general manager of audio at Vox Media. “Whether its Kara Swisher and Scott Galloway’s ‘Pivot’, our daily news explainer ‘Today, Explained,” or ‘Stay Tuned with Preet Bharaha,” we’re excited Twitter is offering users and podcast fans an exciting new frontier.”
Want to build a more customized experience? Just give a podcast a “thumbs up” or “thumbs down” to let us know if the content is more or less interesting to you.
Integrating podcasts into Twitter Spaces
Integrating podcasts into Spaces, where audio conversations happen on Twitter, is another way we’re continuing to invest in audio creators. To do this, in a simple and intuitive way that allows listeners to simply hit play and go, we started with a redesigned audio experience in the Spaces Tab.
This redesign introduces personalized hubs that group audio content together by specific themes like News, Music, Sports, and more. Now Twitter listeners will be able to access a more personalized selection of live and recorded Spaces discussing the topics that are most relevant to them.
But the selection doesn’t stop there. These new hubs will also feature the most popular and engaging podcasts from around the world. Our internal research indicates that 45% of people who use Twitter in the US also listen to podcasts monthly, so we’ll automatically suggest compelling podcasts to help people easily find and listen to the topics they want to hear more about. For example, if someone regularly interacts with Vox content on Twitter, they’ll probably see.a Vox podcasts in a Spaces hub.
“Vox Media has a rich array of popular podcasts across many categories, and we’re thrilled that Twitter is expanding its audio capabilities to help more listeners discover them,” said Ray Chao, general manager of audio at Vox Media. “Whether its Kara Swisher and Scott Galloway’s ‘Pivot’, our daily news explainer ‘Today, Explained,” or ‘Stay Tuned with Preet Bharaha,” we’re excited Twitter is offering users and podcast fans an exciting new frontier.”
Want to build a more customized experience? Just give a podcast a “thumbs up” or “thumbs down” to let us know if the content is more or less interesting to you.
Testing the new Twitter Spaces, including podcasts
From Spaces and podcasts to newsletters and Notes, we’re working every day to improve the way people connect with creators and make Twitter the home of the most engaging conversations in the world.
The reimagined Spaces Tab, including the addition of podcasts, will be visible to a group of English-speaking audience on iOS and Android. Share your feedback with us to help us get it right, and keep your eyes (and ears) here for more announcements and feature releases designed to help you enjoy Twitter on your own terms.
Creator of the world’s largest hospitality podcast network, Wil Slickers, announced Amplified Audio, a new on-demand digital audio company devoted to fueling the growth of voices in niche categories. In addition, offering end-to-end production and distribution support for creators, Amplified Audio brings a new, tiered fee structure to the market, designed to democratize access to high-value sponsorship deals.
“Podcasting continues to grow in popularity with all kinds of audiences, all over the globe,” said Amplified Audio founder Wil Slickers. “Hosts are in the ears, homes and cars of their listeners and can cultivate trusting relationships worth their weight in gold.”
According to Nielsen Podcast Ad Effectiveness data, 69% of podcast listeners said they became aware of a new product or service from podcasts, and two-thirds report having researched or purchased a product or service after hearing about it in a podcast episode, according to ComScore. Nielsen data also shows that host-read ads drive a brand recall rate of 71%, creating high levels of consumer interest, purchase intent and recommendation intent.
“The podcast medium is ripe for advertisers looking to increase visibility and access to extremely loyal, valuable customers,” continued Slickers. “Unfortunately, the industry’s pervasive CPM model – based on overall impressions – doesn’t work well for creators in hyper-focused, niche categories, which may have smaller listenership but significantly higher-than-average engagement and conversion.”
With more than two million podcasts in existence, it’s harder than ever to compete and thrive.
“Whether a creator or an advertiser, you must reach an audience passionate about your message to achieve measurable, lasting business results,” said Andrew Bate, founder of Safely.com, an Amplified Audio network sponsor. “Wil and his team have worked with countless professionals in the space – they not only know what works but also anticipate and plan for what’s to come.”
The new Amplified Audio family debuts with two special interest, niche podcast networks, Hospitality.FM and Business Audio Network, including nearly 50 ad-supported shows.
Slickers and his team are looking for creators with unique voices that desire expert help in cultivating community, streamlining production and increasing monetization. It is also searching for savvy brand sponsors looking for the perfect partner to amplify its brand’s voice. Interested parties can find more information at AmplifiedAudio.com.
AdLarge announced Matt Truck has joined the leadership team as Head of Podcast Growth and Strategy. As AdLarge continues to expand its podcasting portfolio, Turck will oversee revenue development, partnership growth and contribute to the overall strategy of the podcast portfolio.
Turck, co-founder of Megaphone, acquired by Spotify in December of 2020 served most recently as the Head of Megaphone Publisher Solutions at Spotify, overseeing the development of podcast advertising supply. At Megaphone, Matt helped pioneer the digital transformation of podcast advertising, introducing audience targeting at scale, bringing data, measurement, and other digital tools to the podcasting space.
Prior to joining Megaphone, Matt was the Publisher of Slate and an early experimenter in podcast advertising, starting when Audible sponsored Slate’s Political Gabfest in 2008. He oversaw the development of the industry’s first branded podcasts, including GE’s Podcast Theater “The Message,” which held the #1 position in Apple Podcasts for several weeks. Prior to Slate, Turck spent 20 years with Time Incorporated, holding several prominent positions, including Publisher/President of This Old House and Associate Publisher of Time magazine.
“Partnering with Cathy and the AdLarge team for many years, I’ve gained enormous respect for their leadership in podcasting,” said Turck. “Now, I’m thrilled to be in a position to help Adlarge continue to shape the industry.”
Cathy Csukas, AdLarge Co-CEO commented on the announcement, “Matt brings an abundance of experience and expertise to the AdLarge team. With the speed at which the marketplace continues to move, it’s wonderful to have him on board to help us continue our expansion as well as provide exceptional service and products to the industry.”
Liberated Syndication Inc. (“Libsyn”), the leading ‘Podcasting As A Service’ platform, announced it has launched podcast advertising services in Canada as part of the Company’s continued expansion. Building on its investments in innovative platform and tools for creators across the entire podcasting journey, Libsyn has also appointed a seasoned expert and podcast ad sales veteran, Bob Kane, as Country Manager to lead its growth in the Canadian podcasting market.
Additionally, Libsyn’s AdvertiseCast, the industry’s premier podcast advertising marketplace, has signed iconic Canadian Sportscaster Bob McCown’s Podcast and Canada’s largest independent comedy podcast company, The Sonar Network, to exclusive deals. These new exclusives add to other AdvertiseCast titles available in Canada like Bigger Pockets Media Network, Darknet Diaries, Dr. Phil’s Phil in the Blanks, and The Optimal Living Daily Network, among others – in total delivering nearly 23 million Canadian downloads per month. To date, AdvertiseCast represents more than 240 exclusive podcasts and the marketplace includes a broader network of 3,000 shows. The marketplace offers advertisers the unique opportunity to access highly sought-after podcast advertising inventory at scale.
According to Infinite Dial 2022 Canada, podcast listening in Canada continues its growth to its highest point in weekly and monthly habits, leading both the U.S. and Australia with 43% of Canadians 18+ listening monthly.
“Our expansion into Canada marks an important step in our global growth strategy,” said Brad Tirpak, CEO of Libsyn. “With podcast listenership at its highest level yet in Canada and advertisers following suit to embrace the medium, we look forward to helping the full spectrum of Canadian podcasters by expanding access to both our industry-leading hosting and monetization tools and AdvertiseCast marketplace that links creators to advertisers.”
Libsyn is continuing investing in its platform strategy and leading the industry as the go-to destination for hosting, creation, distribution, and monetization solutions to power the creator economy. With its comprehensive and innovative ad tech tools and insights, Libsyn’s AdvertiseCast makes it easy for podcast advertisers to initiate and manage highly targeted and measurable campaigns, while providing maximum return for creators.
Podcast Radio has announced an international conference which will be held as part of NAB Show New York.
Podcast Futures will be held on Wednesday 19th October at the Javits Center on 11th Avenue in Manhattan. Full details of speakers, sponsors and registration will be announced soon. The Podcast Futures thought-leadership event follows a similar successful conference in Westminster, London, in February.
Once again, the theme is Getting Podcasts Heard, with fresh insights into podcast consumption, monetization, trends and technology, including a special exploration of podcast integration into new platforms and vehicles.
Gerry Edwards, CEO of Podcast Radio, says: “We’re excited to be part of this massive, well-attended NAB Show New York organized by the National Association of Broadcasters. Our event will run parallel with the NAB Show New York’s first day.”
“The idea is to explore the biggest challenge facing the industry right now, whether you’re a corporate player or an indie, and that is quite simply getting your podcast heard. Podcast Radio uses the trust and familiarity people have in radio to help supersize podcast discoverability.”
Chris Brown, NAB executive vice president and managing director, Global Connections and Events, says: “Podcast Futures is an exciting addition to the line-up of dynamic conferences and exhibits in store for our return to an in-person NAB Show New York.”
“With its focus on providing a unique perspective of the podcasting ecosystem, Podcast Radio offers an insight into the latest trends reshaping audio entertainment and the cutting-edge programming that captures audiences’ attention. We look forward to exploring this evolving form of storytelling with Podcast Radio at NAB Show New York.”
Podcast Radio launched more than two years ago and has grown in listenership with a focus on increased use of smart speakers and digital devices. Over half its online listenership is in the U.S. The platform plays sample episodes of podcasts, clips from podcasts, as well as interviewing podcast producers and presenters.
The company raised investment earlier this year and plans for expansion into the US. Nation Broadcasting was a strategic investor.
Recently, Podcast Radio Business was launched, the first of a series of brand extension channels that will also include Podcast Radio Comedy and Podcast Radio Crime.
Triton Digital, the global technology and services provider to the digital audio and podcast industry, today announced three new executive promotions. Oscar Sermeno has been promoted to Vice President of Market Strategy, Americas, Daniel Karlsson has been promoted to Vice President, Marketing Development and Global Strategy, and Michael Chien has been promoted to Vice President of Advertising Product Strategy.
“Triton Digital continues on a trajectory of rapid growth and global expansion,” said John Russo, President and CEO, Triton Digital. “These recent promotions within our leadership team will play an instrumental role in furthering Triton’s innovative spirit while maintaining operational excellence and expanding the company’s presence around the world. All while continuing to provide best-in-class audio streaming, podcasting, audience measurement, and advertising technology on a global scale.”
Oscar Sermeno is an expert in the field of international market development, with nearly 20 years of experience working through North and South America. He is known at Triton Digital for building strong strategic partnerships that enable customers to streamline workflows and optimize audio strategies. In his new role as Vice President of Market Development, Americas, Oscar will tap into his vast knowledge of programmatic advertising, digital audio measurement, and content distribution to expand publisher adoption across the United States, Canada, and Ibero-American countries.
With over 20 years of experience, Daniel Karlsson provides extensive digital audio and podcast knowledge to the Triton Digital team. He is known for his unmatched customer service skills, establishing long-standing relationships with his clients. Daniel supports his clients by helping them seamlessly execute their digital audio strategies through the provision of Triton’s innovative tools and services. As Vice President of Market Development & Global Strategy at Triton Digital, Daniel will lead the sales team of audio advertising technology, podcast and streaming services, and audience measurement solutions across Europe, Middle East, and North African regions.
As a key member of Triton Digital’s product team, Michael Chein has over 12 years of experience building enterprise SaaS solutions that serve the audio and advertising technology sectors. In his new role as Vice President of Advertising Product Strategy, Michael will oversee the management of Triton Digital’s advertising solutions and the product management team, ensuring that the right features and initiatives are undertaken with the appropriate resources, timing, and scope to delight Triton’s numerous publishers and technology partners. Most recently, Michael was a Director of Product Management for Jelli, where he played a key role in the integration of Jelli’s programmatic advertising solutions with Triton Digital.
These executive promotions further demonstrate Triton Digital’s dedication to growing its global team and continued expansion into global markets, as a world leader in the audio space.
Podcasters looking for monetization opportunities look no further than Blubrry’s new programmatic advertising. Available to all Blubrry hosting customers today, regardless of your show’s size or how long you’ve been podcasting, you can monetize your show immediately.
You can easily set it, forget it, and earn revenue on every episode. Podcasters aren’t responsible for choosing the companies to advertise in their shows – it’s all programatic (automatic) and done with Blubrry’s ad partner SoundStack.
All you have to do is sign up. Most shows will begin receiving ad placements immediately, but volume will grow in the first 60 – 90 days as the advertising platform learns your posting patterns and matches your show’s episodes with the best advertisers.
Our partner, SoundStack, has been perfecting audio ad delivery since 2010, and is an expert in this unique technology. Blubrry started as an advertising agency for podcasters in 2005, before most people had even heard the term “podcast.” As we’ve evolved, so has the industry. Now, we’re excited to provide a simple but powerful advertising opportunity to help every podcaster put money in their pockets.
What to Expect
For Blubrry Publishers, users head to “Make Money” in the sidebar of the Podcaster Dashboard and accept the terms of service agreement. For PowerPress users, select “Make Money” from the PowerPress Settings tab. Don’t worry – we’ll only put ads in your show if you opt-in. You can always opt-out at any time.
Programmatic Advertising Details
Excluded Categories
Note: Pro-hosting customers using our dynamic advertising insertion cannot simultaneously use programmatic advertising. Currently, only one tool works at a time, so please contact us for details.
All Blubrry hosting customers can start immediately. For those who are using PowerPress, we will update your media URLs through the sync function when you opt into programmatic advertising.
Are you interested in an example? Our company show, Podcast Insider, uses programmatic advertising. Tune in and hear a variety of ads, some of which might be geo-specific to the listener. Please contact our team on your website if you have further questions.
The Programmatic Ad Service page is available for review as well.