At IAB’s Podcast Upfront, stories-in-sound strut spectacular ad specs
Podcast creators tout their burgeoning new lineups, while researchers point out that listeners consider ads to be part of the program.
If radio married a blog and had offspring, they would be podcasts.
And these youngsters — personally expressive posts in audio — are growing up quickly, if the Interactive Advertising Bureau’s (IAB) third Podcast Upfront last week at the Time, Inc. building in Manhattan was any indication.
As do other Upfronts in TV and digital video, this one pumped upcoming new programs from a variety of podcast producers, distributors and networks. Included were podcast divisions from major entertainment and news brands like ESPN, Time, and NPR, as well as growing lineups from up-and-coming podcast shops, like Midroll Media, Gimlet Media, Public Media Marketing, PodcastOne, Wondery and HowStuffWorks.
From the breadth of programming and the sheer volume of cleverness and talent, we’re clearly entering into some kind of golden age of the spoken word, what Kai Falkenberg from the New York City Mayor’s Office called “the age of the voice.”