Podcast Episode Details

TikTok spotted scraping podcast feeds & 8 Other Stories

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Episode 27

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This week: TikTok spotted scraping podcast feeds, YouTube launches audio ads and host-read ad service, Internet radio platform Live365 to distribute through TuneIn On Air, the Spoken Word Audio Report debuts next week, and Digiday research shows publishers are warming more to programmatic. Evidence suggests TikTok to explore podcasts. Manuela: TikTok is coming to podcasting, or at least it looks to be that way from the breadcrumb trail of hints the company has left behind over the past year. Most recently, in Monday’s edition of Podnews, James Cridland reported podcast hosting company Audiomeans has spotted a

“new bot that is scraping our feeds, starting October 11th.”

The host also provided Podnews with details about the bot scraping their feeds that ties it back to TikTok.

Back in May the social media giant registered a trademark for a new service titled TikTok Music, which happened to include a provision for podcast content. Further back still, in the last week of December 2021 all TikTok users got a notification prompting them to take the ‘TikTok Podcast experience survey’ that collected listener-focused data, as well as audience metrics if the person filling it out identified as a producer.

With questions like “if TikTok is going to launch a podcast feature, which of the following do you think will lead to a positive podcasting experience?,” it’s no surprise we’re seeing signs they’re building something podcasting related almost a year later.  YouTube launches audio advertisements, service for host-read podcast spots. Arielle: This Monday YouTube announced a launch of audio-only ads, including ways to allow advertisers to specifically target podcasts, music, and those using connected TVs. This feature was beta-tested in 2020 but has now gone live globally. Sheila Dang covered the announcement for Reuters.

“The streaming video platform said it will expand audio advertising globally to allow brands to market to people who use YouTube to listen to music or podcasts.”  It should be noted, as of this writing the YouTube podcasts homepage is still unavailable outside the US, though the announcement of global audio ads suggests this will change soon.

Then on Tuesday MarketingBrew’s Alyssa Meyers covered further development on the story as YouTube brought host-read ads into the mix. “YouTube BrandConnect, its branded-content platform that connects creators with advertisers, is piloting a program that offers video ads read by podcasters, signaling YouTube’s continued interest in expanding its footprint in the podcast world.”  The BrandConnect system will allow brands testing the program to op into 60 or 90 second host-read ad segments that exclusively appear on the YouTube version of the podcast. The spots will either include video of the host reading the copy or a custom title card with audio overlay. BrandConnect managing director Lori Sobel mentioned skincare company Neutrogena has implemented the tool to run a campaign on the The Financial Confessions.

In the future BrandConnect has intentions of using audience insights to pair brands with creators.  Live365 signs TuneIn On Air distribution deal.

Manuela: Last Wednesday Published on 2 years, 6 months ago