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All We Know About Netflix's Ad Plans So Far & 9 Other Stories
Episode 14
This week: We learned something interesting about Netflix, Cross-promotions work but you might be doing them wrong, Anchor continues to be the top podcast host by episode share, and the FTC sues a data broker. All we know about Netflix’s ad plans so far Shreya: Once again we bring you an article that doesn’t feature the world “podcast”, but could have big implications for the industry. Last Friday Kelsey Sutton published a brief roundup of all the news about Netflix that had dropped during the week. The world learned about polarizing new ad-supported tier, charging between $7 to $9 a month. We also learned they’re targeting 15 and 30 second spots for preroll and midroll ads. “The flurry of reports helps provide a better picture of how Netflix is strategizing the rollout of its ad-supported tier after eschewing Madison Avenue for years. There are still many unknowns, including what kind of metrics the service will provide to measure ad effectiveness. Even without all the details, media buyers are buzzing with anticipation.” Podcasters and advertising folk alike should take note of how much Netflix is paying per thousand impressions. According to Sutton the streamer is paying $65 CPM, with expectations of that going up to $80 in future. With those rates in mind for the biggest streaming platform, average podcast CPM is fair to underpriced in comparison. Do Cross-Promos Work? Hell Yes, But You Are Likely Doing Them Wrong…And We Can Fix That Manuela: On Monday Eric Nuzum published an issue of The Audio Insurgent that aims to introduce podcasters to a vital lesson learned while conducting research for terrestrial radio nearly two decades ago. Nuzum is of the opinion that on-air and in-episode content promotion is frequently misunderstood and often poorly executed. This and the next two issues of Audio Insurgent are dedicated to covering the three Rs of program promotion: Reduction, Repetition, and Real Content. In 2004 Nuzum conducted a study for the Corporation for Public Broadcasting titled ON-air Program Promotions Insight Study, a study of cross-promotion in the radio industry so helpful he continued to get messages asking where to find the study long after the original webpage hosting it had decayed. For this newsletter series he has done some light editing and uploaded the entirety of the 18 year-old study to Google Drive for preservation. “Yet despite its age, it can still be very effective and useful to all audio professionals today. But the whole project boils down to one simple sentence: A well-constructed message, delivered to the right listeners often enough for them to recognize it, can increase listening.” His issue on Reduction stresses the importance of stripping fat from a promotion and ensuring it isn’t airing in a block of multiple other promotions that could distract from the message. An example given from when the promo study was first conducted is Nuzum playing a promo for A Prairie Home Companion. The promo rapid-fire announced the town, state, college auditorium in said town the performance would take place at. Following that, three musical acts and the name of the famous News from Lake Wobegon segment. “Immediately after playing it, I would ask those in the room to name a single artist or location mentioned in that promo. On a rare occasion, someone could remember “Iowa”--but most times, no one could remember anything. And these people were (supposedly) paying attention.” Top Podcast Hosting Companies by Episode Share (August 2022) Shreya: Last Thursday Livewire Labs updated their subs
Published on 2 years, 8 months ago