Back to Top

Tag Archives: podcast

podcasters-buying-listeners-mobile-game-ads

Podcasters Are Buying Millions of Listeners, Raising Questions About Marketing Tactics

Updated on by

Podcasters are always hunting for new, flashy places to promote their shows, ranging from billboards to floats in parades to airplane banners. Some networks, though, have uncovered a less-glamorous, yet highly effective way to gain millions of bankable listeners: loading up mobile games with a particular kind of ad.

Each time a player taps on one of these fleeting in-game ads—and wins some virtual loot for doing so—a podcast episode begins downloading on their device. The podcast company, in turn, can claim the gamer as a new listener to its program and add another coveted download to its overall tally.

The practice allows networks to amass downloads quickly by tapping into a wellspring of hyperactive video-game users. But it also calls into question who a legitimate podcast listener is and what length of time should be required to count as a download.

“Not all impressions are created equal,” said Larry Chiagouris, a marketing professor at Pace University. “I’m not saying [this tactic is] not ethical or illegal, but it raises issues. If someone is trying to play a game and that’s the purpose of this interaction, they may just be eager to play the game and are not that interested in the information being shared.”

Podcasts typically rely on downloads as the primary metric for ad sales. When an individual taps on an in-app play button on their mobile device, an entire episode begins downloading so they can listen to it even in the absence of a good internet connection—say, on an airplane or in the subway. An episode’s ads are inserted at that moment of download, meaning that even if a consumer only listens to 10 minutes of a 30-minute show, the mid-roll ad at the 15-minute mark is often ready to be heard—not to mention, counted by the sales team.

To date, the podcast industry has said next to nothing about its embrace of this video-game strategy. In August, DeepSee, an ad fraud detection company, published a research paper revealing how the practice harnesses gamers’ attention.

“No one really asked questions about this, or what the experience is like for users,” said Rocky Moss, DeepSee’s co-founder and chief executive officer.

One game referenced in DeepSee’s paper is Subway Surfers, a popular mobile app from the Danish company Sybo, which has been downloaded some 3 billion times since its debut in 2012. Over a period of two weeks in August, Bloomberg found multiple publishers using the game to rack up podcast downloads, including the New York Post, independent podcaster Scott Savlov and IHeartMedia Inc.

Representatives for the Post and IHeart declined to comment.

Savlov says he spends “nominal” money on in-game ads and initially used them to drum up interest in his show when it first launched. These days, he says, he looks more to social platform algorithms to promote his celebrity interviews.

“Don’t rely on [in-game ads] exclusively because at some point you’re going to want as much organic and authentic growth as you can get,” he said.

The podcast networks that are actively mining downloads in the mobile game space are doing so through an intermediary company, called Jun Group, which was founded in 2005 and sold to Advantage Solutions Inc., a marketing and sales company, in 2018. Corey Weiner, CEO at Jun Group, said the company specializes in making consumers aware of products, websites and podcasts by placing its ads in over 1,000 mobile apps that collectively reach 100 million unique users.

“There is a very big reason why all the largest brands in the world invest so much money in brand awareness, because without it you have no chance of breaking through the clutter,” he said. “Every publisher, every content creator, has invested in marketing to promote themselves since the dawn of time, and this is just another way of doing it.”

He said the company hasn’t specifically tracked how long gamers will stay on a podcast after clicking on an ad.

“I think that the standards bodies, the people who are involved in deciding what a play of a podcast is, could decide to raise the bar on what constitutes as a play of a podcast,” Weiner said. “Even if you raise the bar, [the ad] is still going to exceed the bar. So, in fact, I actually suggest let’s raise the bar because we can hop right over it.”

According to someone who’s spoken with Jun Group, the price the company charges podcast networks for these ads can vary depending on whether they’re targeted to particular demographics or guaranteed to attract unique listeners. The starting rate for a 20-second ad is $27 per 1,000 website page views. To monetize such downloads, podcast networks can turn around and sell the resulting audience to brand advertisers, presumably at a nice markup over what they pay to Jun Group.

Jun Group’s main podcast client is IHeart, the maker of shows from Will Ferrell, Charlamagne tha God and Shonda Rhimes. According to a person familiar with the effort, the radio company, which bills itself as the top podcast publisher globally, has shelled out more than $10 million and gained approximately 6 million unique listeners per month through these ads since 2018. The company primarily runs its in-game campaigns at the beginnings and ends of months. The impact can be seen on the publicly available charts produced by Chartable, a podcast marketing company owned by Spotify Technology SA.

During the last week of August, IHeart podcasts represented more than half of the top 10 trending shows—even though one of the listed podcasts hadn’t published new episodes in months and another hadn’t published any new programming in over a year. Several of the specific shows that Bloomberg encountered in Subway Surfers appeared lower in the charts, as well, including “Life in Spanglish,” “Run That Prank” and “All the Smoke.”

(Disclosure: IHeart is a partner of Bloomberg Media, and DeepSee discovered promotions for one Bloomberg podcast running in Subway Surfers).

IHeart also maintains the top position on Podtrac, a monthly podcast ranker that measures networks’ unique audience and downloads. For the month of August, it reached approximately 35.5 million unique listeners, 11 million above its closest competitor, Amazon.com Inc.’s Wondery. The company first arrived at the top of that list in August 2020, with 24.6 million unique listeners compared with National Public Radio’s 24 million.

The incentives to invest in marketing channels like Jun Group’s are clear. The audio industry has been marked by a frenzy of investments. To make back the money as fast as possible, companies will be relying, in part, on growing the reach of their podcasts in order to bring in more advertising revenue. The industry is expected to surpass $4 billion in revenue in 2024, up from around $700 million in 2019.

If you are interested in original article by Ashley Carman you can find it here

Top 17 SEO Podcasts For 2022

Top 17 SEO Podcasts For 2022

Updated on by

Be entertained and become a better search marketer by listening to these most reputable, authoritative SEO podcasts in 2022.

Podcasts are a great way to keep up with the latest events in SEO.

It’s a fast-moving space involving a wide range of activities, which is reflected in these top SEO podcasts chosen for 2022.

In addition to on-page optimization, SEO in 2022 is about content, AI, analytics, CMS, enterprise-level solutions, and avoiding burnout.

A hallmark of these podcasts is that each one will help search marketers become better at what they do.

The following 17 search marketing-related podcasts were selected because of the trustworthiness of the information and how actionable and inspiring they are for SEO professionals.

Each podcast is excellent, and the order in which they are listed is not an indication of which one is better. They are all number one.

1. Search Engine Journal Show
Host: Loren Baker

The Search Engine Journal Show podcast features interviews with top experts, discussion of SEO topics, and lots of actionable SEO tips.

Host and SEJ founder Loren Baker hosts expert guests to talk everything from SEO trends and technical issues to content marketing strategy, tourism marketing, Google Search and Maps features, and unlocking the power of first-party data.

Catch new episodes on Spotify, Apple Podcasts, TuneIn, and Google Play.

 

2. WTSPodcast Podcast
Hosts: Sarah McDowell and Areej AbuAli

The WTSPodcast (Women in Tech SEO) podcast aims high and delivers an engaging and useful podcast in convenient half-hour segments every Tuesday.

The shows are generally about the technical side of SEO but also touch on topics like scaling an agency, managing remote teams, how to set client expectations, and one segment with Jamie Indigo discussing ethics and disinformation.

On the technical SEO side, expect to find episodes about local SEO, keyword mapping, enterprise-level site migration, and structured data.

I asked them what the podcast audience can expect:

“Learn new SEO tactics in a fun and accessible way.
Feel inspired by our guests’ stories and what empowers them.
Stay up to date with our latest initiatives and events.”
Listen to Women in Tech SEO on Apple Podcasts and Spotify.

 

3. Azeem Digital Asks
Host: Azeem Ahmad

Host Azeem Ahmad goes by the brand name Azeem Digital, hence the name of the podcast, Azeem Digital Asks, which is truly an SEO treasure trove for those who cannot get enough of solid SEO podcast content.

I appreciate the top-quality guests he features and especially the wide scope of topics that cover the entire spectrum of digital marketing, from SEO to social media marketing and content.

But there are also podcasts focused on building a business that are specific to the search marketing community.

These episodes focus on avoiding burnout, recruiting employees, building authority for your brand, and the benefits of strategies that consider the inclusion of all people.

Available on Apple Podcasts, Spotify, and Google Podcasts.

 

4. Rankable Podcast by iPullRank
Host: Garrett Sussman

The Rankable podcast distinguishes itself with the next-level depth of technical SEO topics. The host, Garrett Sussman, and his guests dive deep into the technical side of SEO, especially as it relates to enterprise and ecommerce.

That level of expertise makes this podcast required listening for advanced search marketers or those looking to move up another level.

Recent topics include:

The Value of Google Tag Management Across Your Organization.
Creating an Enterprise-Level Content Strategy.
The Technical SEO of eCommerce.
Modern Audience Research for Marketers.
Why You Should Be Unboxing GA4 Now.
Business-Tier Freelancers
Everything you need to know about finding and working with Fiverr Business freelancers.

5. StoryShout Podcast
Host: Kelsey Jones

The StoryShout podcast is about avoiding burnout, managing one’s thought processes to better complete projects.

It does this by examining the topic of failure, which is somewhat of a taboo topic in some countries, particularly in the United States, where winning is prioritized.

The interesting proposition that StoryShout raises is that there’s a lot to learn from failure and not being afraid of it.

Like all the other podcasts listed here, Kelsey addresses achieving success but she does it from the direction of failure, and she does it in a very fun way.

Each episode consists of Kelsey interviewing people from the search marketing industry (and outside of it) who share their stories of failure.

Among the people interviewed are Casie Gillette, Dr. Pete Meyers (of Moz), Akvile DeFazio, Keith Goode, and Amalia Fowler.

I asked Kelsey what listeners can expect to take away from the podcasts:

“People can take away that failure is common, and we all aren’t great at everything.

But learning and embracing our personal and professional failures, we can better accept ourselves and others.

This helps us laugh at our mistakes and not focus too much on them.”

What’s fascinating about each episode is how each marketing expert, an objectively successful person in their domains, shares problems that are common to many people.

Then toward the end of the podcast, each describes their process for figuring out their own path forward and doing it in completely different ways.

In Season 1 Episode 14, which is titled “Casie Sucks at Thinking it Through,” Casie Gillette (@Casieg) and Kelsey talk about how putting things off takes more mental energy than actually accomplishing the task that one might be afraid of.

Speaking about putting things off, Casie laughed and shared:

“That’s actually a joke that I have with one of my work friends… Let Future Casie deal with that.”

And later on, she observes about pushing through to the end of a project:

“I’m always happy when it’s done. When you look back you think, ‘Oh yeah there was probably an easier way to do that’.”

StoryShout de-glamorizes success to show the daily struggles we all share in common.

And I guess that’s the point of the StoryShout podcast in that it “destigmatizes failure.”

Listen to StoryShout on Spotify, Apple Podcasts, Audible, Amazon, Player.fm.

 

6. Marketing O’Clock
Hosts: Greg Finn, Jessica Budde, Christine ‘Shep’ Zirnheld, and Mark Saltarelli

Marketing O’Clock is a weekly podcast that focuses on discussing the last week’s most important digital marketing news, all the while maintaining a sense of humor.

If you are looking to not only stay up with current news and events, but also get a sense of the impact it all has on you and your work, then Marketing O’Clock is the show for you.

 

7. Edge of the Web
Host: Erin Sparks

Edge of the Web has improved its offerings with more variety, expanding beyond SEO news and interviews.

Recent guests have been Lily Ray, Jason Barnard, Bill Slawski, Andrew Optimisey, and Mark Traphagen.

Listeners should expect to hear solid discussion of strategies and practical tactics of digital marketing.

It offers four kinds of podcast topics:

EDGE News (weekly).
EDGE Interviews (weekly).
EDGEFlash: 15-minute news briefs about a single breaking news item.
The SCRUM: An hour-long panel discussion with multiple guests.
Available on Apple Podcasts, Google Podcasts, Spotify, and SoundCloud.

 

8. Webcology
Hosts: Jim Hedger and Dave Davies

This is a regularly published podcast featuring the endlessly listenable wit and banter of Jim Hedger and Dave Davies.

Webcology gets you up to date with the latest and most interesting developments in SEO and also features guests worth listening to.

Both Jim and Dave are industry veterans with years and years of experience.

Listening to their podcast is like having a coffee break with friends.

 

9. Kalicube Tuesdays SEO Podcast

Kalicube Tuesdays consist of over 200 podcasts on a wide range of technical and high-level digital marketing topics. It’s a perfect example of an approach to SEO that embraces the full width and depth of what is required to succeed in search marketing for 2022.

The host, Jason Barnard, features guests with deep insights like:

Olesia Korobka.
Navah Hopkins.
Anton Shulke.
Kevin Indig.
Fabrice Canel of Microsoft.
Jeff Coyle of MarketMuse.

Recent topics include:

Predictive SEO Using Big Data.
The Value of Content Engineering.
Risks and Rewards of AI-Generated Topics.
Looking at Google’s SERP as a Product.
Split Test SEO Experiments.
Live Streams as an Influencer Marketing Tool.
Kalicube Tuesdays is a higher-level SEO podcast series that is thought-provoking and rewards listeners with an understanding of what is happening on the cutting edge of SEO.

Available on Apple Podcasts and Spotify.

 

10. Google Podcast: Search Off The Record

A fairly frequently published podcast, approximately two shows a month by Google.

It’s worth listening to because it’s created by members of Google’s Search Relations Team.

It provides a behind-the-scenes look at how decisions are made, the projects that Google Search is working on, and other topics of interest to the SEO community.

Will it make you a better search marketer?

Yes, this podcast will make you a better SEO professional.

The hosts touch on a wide variety of topics that provide insights into indexing, how sites are rendered, and even how algorithms treat brand new sites.

 

11. Marketing Scoop Podcast By SEMrush
Host: Laura Morelli

It is a regularly published podcast that features actionable advice on the topics of:

Content creation.
Customer retention.
Increasing conversions.
Recovering from a Google penalty.
It also presents other marketing ideas that are directly and indirectly related to SEO.

 

12. Food Blogger Pro Podcast
Host: Bjork Ostrom

Food Blogger SEO podcast focuses on everything to do with monetizing a website.

Even if you aren’t a food blogger, you still might get something out of this podcast.

Topics include:

Optimizing ads.
Scaling your business.
Protecting your content – policies and trademarks and disclaimers.
Running a subscription-based business.
Write more, better, and smarter.
Also, other topics that are equally relevant for publishers of informational content.

 

13. The In Search SEO Podcast By Rank Ranger
Host: Mordy Oberstein

A regularly published podcast covering a wide range of news and topics of interest to the search marketing community.

Topics include link building, recent updates, interviews with people like John Mueller, and actionable SEO strategies.

What I like best about these podcasts is how virtually every episode has something actionable to take back to the office.

 

14. Tech Bound Podcast
Host: Kevin Indig

Hosted by Kevin Indig, this podcast series finds its strength in the technical side of SEO.

Kevin Indig is the director of SEO at Shopify and comes from an enterprise-level background of SEO, so it’s natural for the podcast to find a strong footing in the enterprise-level of search marketing.

Podcasts are easy to consume at about 30 minutes each and are packed full of quality information.

Recent topics include SEO Data – Forecasting and Agency Value; and Improving the Web, Schema, and the CMS Market with Yoast SEO Founder Joost de Valk.

In general, it’s important for a podcast to be frequently updated to be included in this list.

However, I’m making an exception this year for the Tech Bound SEO podcast because the quality of the podcasts are so high and useful, they deserve a listing just for that.

There are 44 podcasts to binge on at this time.

Hopefully, the pace of podcasting will become more regular in 2022 and continue to earn a place as a top SEO podcast for 2023.

Available at Apple Podcasts and Spotify.

 

15. Crawling Mondays by Aleyda
Host: Aleyda Solis

Crawling Mondays is a YouTube video series that’s also available as a podcast.

It features top-tier guests like Bibi The Link Builder, Dana DiTomaso, Jono Alderson, and Jon Henshaw.

The podcast topics are eclectic, and because the guests are experts, the information shared is trustworthy and authoritative.

Listen with confidence.

Recent topics include:

How to Increase your Link Building Campaigns Outreach Emails Open Rates & Success.
Internal Linking Optimization: How to Optimize your Internal Links for SEO.
WordPress SEO: How to Optimize your WordPress Site for Organic Search.
Affiliate SEO: How to Develop and Optimize Affiliate Websites.
Available on Apple Podcasts, Spotify, Google Podcasts, Anchor.fm.

 

16. NerdBrand Podcast
Hosts: Jason Davis, Jonathan Payne, Mitch Gregory

The NerdBrand podcast is a frequently published podcast that exemplifies the modern approach to online marketing in that it addresses the full range of search marketing.

The focus is on branding and advertising, but many of the podcast topics are incredibly useful to anyone who is promoting their web presence.

Recent topics include:

We Know What You Buy.
It’s Never Just a Website.
Proper Order of Things in Branding.
Mastering Authentic Marketing.
“I’m not here to steal your lunch money!”
Should Employees Represent Your Brand on Social Media?
Anyone interested in growing their brand will enjoy this podcast.

Available on Apple Podcasts, Spotify, and Google Podcasts.

 

17. Make SEO Simple Again
Host: Daniel K. Cheung

The Make SEO Simple Again podcast is hosted by Daniel K. Cheung, an SEO consultant based in Sydney, Australia. His podcast stands out because of the high-quality guests that appear, such as members of Google’s Search Relations team and other folks popular in the search marketing community.

There are currently three seasons to binge on, plus more episodes coming in 2022. Seasons two and three are standouts and worth a listen to for all SEO junkies.

The Make SEO Simple Again podcast is available on Spotify, Apple Podcasts, and Google Podcasts.

 

 

Original article by Roger Montti can be found here