Podsights: two ads work better than one

Spotify is constantly working on features and creating or buying exclusive content to draw podcast listeners to their platform. For listeners, the features are amazing, but they all have one thing in common: content created is limited to Spotify’s walled garden. Sure, it’s a walled garden with some 300 million active users, but… some would say that’s bad news for the rest of the podcasting industry. - from Sounds Profitable, Bryan Barletta’s podcast adtech weekly, sponsored by Podsights. Go subscribe

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• Podsights has released data about “sequential advertising” - when you put ads for the same client in more than one spot in your podcast. One of the data points: buying both pre-roll and mid-roll works 43% better in terms of return on ad spend than a midroll ad alone. The rest of the research is free on their website.

• First look: In Canada, Corus Entertainment’s Curiouscast has posted their Q3 2020 slate - including three investigative podcasts.

• First look: Podinstall, a PWA and player for podcasts, has been enriched with new functionalities. Publishers can now embed their podcasts within their pages, and sell advertising within the embedded player; the player can also be 'installed’ to your mobile phone or desktop to work like a podcast app.

• The Fable and Folly Network is “becoming 32.9% more human”, announcing a partnership with UK-based fiction podcast producers Definitely Human.

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• The Australian Audio Summit has been announced. A virtual event on November 27, it will offer practical, long lasting tips and advice on how to succeed on any audio platform.

• Joanna Peel went to the Paris Podcast Festival, and took copious notes about podcasting in France.

• After writing about them in his weekly newsletter, Edison Research’s Tom Webster has made an Spotify/Anchor Show With Music. “Ultimately, for version 1.0, I was pretty happy with the experience”, he says.

• Who else could do “shows with music”? It strikes us that there are only a few with the right music licensing: Deezer, Amazon, YouTube and… Apple.

Tips and tricks - with True Crime Reporter from PAR

• How the Philippines’ first serial true crime podcast was made (PumaPodcast)
• How to Rank in the Top 10 of Apple Podcasts in 6 Days (Scott Stockdale)

The Tech Stuff - with RSS․com

• The Podcast Index has a new website look and feel.
• Search in The Podcast Index, and other services that use it (like Podnews’s search), now has much better ranking, helping you find the show you’re looking for faster.
• What useragents are being used for podcast apps? Here’s every single useragent we saw on Friday, matched using the RSS useragent and/or specific feeds for some platforms. 1,412 downloads; 217 unknowns (15%). but no wimping out and using “Google Chrome” as a “platform”…!
• Our RSS feed contains the new <podcast:transcript> and <podcast:locked> tags from the Podcast Index namespace. We’d encourage more podcast hosts to be involved in these new tags. They’re there for you too!

Podcast News

Brandwidth On Demand is a podcast that promises to “reboot radio”. The guest in today’s episode is consultant and author Valerie Geller - her tips for powerful radio are just as good for powerful podcasting, too.

Spreek je Nederlands? Luistervink is a podcast in Dutch ”about the possibilities for podcasts and audio on demand for marketing, content and communication”. It’s new from Playbird, a podcast production company from Belgium.

As You Want focuses on John Burming - qui est un condamné qui attend son heure dans le couloir de la mort de la prison de Huntsville au Texas. Il n’a jamais prononcé le moindre mot, ni durant son arrestation, ni durant son procès, ni durant ces longues semaines qui précèdent la terrible exécution par injection létale. A five-part fiction podcast with an all-star French cast, it launches today.