Podcasting may be going through a renaissance, but a reliance on downloads for distribution now seems like renaissance-era technology. Part 1 outlined how measurability is undermined in the podcast download model. Part 2 focuses on how streaming actually frees up more ad inventory that can deliver higher revenues and greater audience engagement.
Podcasts were born in a download era, but we now live in a streaming world. When podcasts arrived on the scene, streaming wasn’t an option. Today we have ubiquitous LTE and nearly ubiquitous WiFi. The high-speed mobile bandwidth should make it easy to stream audio such as podcasts on demand instead of waiting for a time when you can download a large file.
Tomorrow, podcasters and media buyers will congregate in New York City for the Podcast Upfront Showcase 2015. Sponsored by the Interactive Advertising Bureau (IAB), this will be an opportunity for media buyers to gain exposure to a wide variety of podcasts. For podcasters it is an opportunity to gain broad exposure to agencies representing big brands with large advertising budgets.