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Amazon Pushing Podcasts Offline & 5 Other Stories
Episode 45
This week: Amazon advertises podcasts offline, Twitter dissolves its Trust and Safety Council, Automakers phasing out AM radio, and a roundup of new research published this week. Amazon pushing podcasts offline. Manuela: This Monday Podnews covered Amazon Music’s new physical-space advertising campaign for their Best of 2022 podcast selections. The best-of collection has prominent placement on the front page of Amazon Music, and now the streamer is promoting it in England and France. From Editor James Cridland’s coverage: “In London, ads will be appearing for the next two weeks promoting ten of the top podcasters. The company also carried audio ads within the Wondery network for the chosen podcasts, and produced social media assets.” The ads in London primarily take the form of projected billboards on blank brick walls, along with a more traditional advertisement for the podcast +44 on a digital billboard in Waterloo station. In Paris, poster-sized digital placements for Amazon podcasts were spotted at Gare du Nord, the busiest train station in Europe. Twitter Trust and Safety Council Dissolved Arielle: Continuing the trend of a lot happening in a short amount of time at Twitter, the social media giant has dissolved its Trust and Safety Council. Originally booked to meet this Monday, members of the council told the Financial Times the meeting was canceled via email with only an hour’s notice. From Dave Lee’s reporting: “The council was created in 2016 to solicit advice from dozens of experts and external organisations on how Twitter should tackle harassment, mental health issues and child exploitation, as well as suicide prevention. But in a note sent to members on Monday, the social media company said the council was no longer the “best structure” to gain outside insights on its policies.” The dissolution of the council comes four days after three prominent members resigned, citing concerns over the leadership of new Twitter owner Elon Musk. From the trio’s group statement: “We are announcing our resignation from Twitter’s Trust and Safety Council because it is clear from research evidence that, contrary to claims by Elon Musk, the safety and wellbeing of Twitter’s users are on the decline.” One of the largest social media platforms has quickly become a problematic place for advertisers. Meanwhile, as data from the new Sounds Profitable study Safe and Sound attests, podcasting is uniquely positioned to welcome them to a brand-safe and suitable environment. As the study’s data attests, podcasting’s opt-in nature creates an environment where programs that feature offensive or uncomfortable content largely have an audience of listeners who are fine with such content. And, more importantly, they tend to have audiences who are supportive of brands who sponsor that podcast. Listeners also tend to be forgiving for outlier examples of offensive content if they prefer podcasts that don’t discuss such things. From the study: “Regular listeners to otherwise non-offensive shows will highly likely return to the podcast after a single episode featuring uncharacteristically offensive content.” As advertisers begin to shy away from brand-unsafe places like Twitter, podcasting finds itself uniquely-suited to be a leader in brand safety and suitability. Automakers sundown AM Radio in New Vehicles Manuela: On December 1st, Senator Edward J Markey of New York sent a letter to the CEOs of several major automotive brands
Published on 2 years, 4 months ago