I've Got Podcasts In High Places
If there's one thing I can say for podcasting right now it's that is absolutely not losing its relevance any time soon. With YouTube Music reaching over a billion podcast listeners and Cumulus creating strategies to continue to grow podcast advertising into the billions of dollars, there's little chance of this industry receding.?
On top of that, podcasting seems to have made its impact in politics and, as a result, this means that certain podcasts have access to the (politically) sacred ground of the White House briefing room and trips on Air Force One. Plus, we have our first full-time podcaster-to-FBI-Agent, Dan Bongino. Maybe if HumblePod doesn't work out, I'll apply for a high-ranking job in this political administration. Seems like the cool thing for podcasters to do these days.?
I'm joking, of course. I'd never want to be a part of that madness in Washington. The only madness I want to be a part of is the NCAA basketball tournament next month and all the growth in the podcast industry!
[Happy thoughts, Chris, happy thoughts...]
So on that note, let's dive into this week's newsletter.?
?? Giving Campaigns Some Extra Charge
A good marketing campaign can help a brand charge forward. Chris sits down with Michelle Fischer, Group Creative Director at Battery. As a full-service creative and media advertising agency, Battery has worked with a who’s who of clients, and you’ve seen their work with The LA Clippers, Netflix, and PUBG.
Michelle walks us through Battery's unique storytelling approach to branding while touching on a childhood favorite of Chris’s, the (Mighty) Anaheim Ducks.
So strap in if you’re looking for a way to get cinematic with your advertising (or want a quick lesson in “farmcore“).
Don't forget, you can now catch all-new episodes of We Built This Brand every Wednesday. To stay up to date with the podcast, you can follow us on these social media platforms and your player of choice as we continue to build this brand!
?? Stuff You Should Know
One Billion Listen-er..., Users
Our snark surrounding video podcasts continues to age like a fine glass of milk in the scorching summer sun.
On Wednesday, YouTube announced it has officially reached over 1 billion (with a “b”) monthly active podcast users. According to Google, audience research, and basic math, YouTube is now the most popular way to listen to podcasts in the U.S.
On the surface, it seems like a no-brainer. Google is a ubiquitous force– inescapable as if its name was “Taylor Swift.” Regardless, it’s still a big deal, and we offer our humble congratulations.
We just like to imagine YouTube CEO Neal Mohan doing his best Dr. Evil impression while making the announcement. (Read More...)
Dr. Evil voice - "$5 Billion Dollars!"
We're done with the Austin Powers references for now.
How hard is it to turn billions of listeners into billions of dollars? It’s pretty easy according to one podcast executive’s gut.
Pierre Bouvard, Chief Insights Officer of Cumulus Media Westwood One Audio Active Group, believes the industry could reach $5 billion, but it all hinges on adjusting its advertising model.
Right now, around half of all podcast ad revenue comes from direct-to-consumer brands, and they use the platform to court customers. It’s why your favorite hosts are trying to sell you everything from health products to mattresses (meanwhile, they must be losing sleep over potentially losing their advertising dollars) To pull it off, Bouvard suggests attracting more advertisers and maintaining cash flow by playing into the unique strengths of podcasting. So, who wants to help us start the Serial series about the hunt for the best mattress, brought to you by Casper/Helix/Tempur Pedic? (Read More...)
?? Launch A Podcast With Us ???
If you're interested in how we can help you or your business with a podcast, let us know! We've helped launch well over 50 podcasts and generated millions of downloads. We're confident we can help you produce a show you'll want to HumbleBrag about.