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Beer Gets Into Video Podcast Advertising + 6 more stories for Mar 18, 2022
Episode 13
Today on The Download from Sound Profitable; Beer gets into video podcast advertising, kids podcast business is booming, and an appeal to private marketplace deals over FAANG, and more. Production company Crooked Media has kicked off a campaign incorporating a purely visual sponsorship into Offline with Jon Favreau, and it’s from a sector not frequently seen in podcasting. Morning Brew’s Alyssa Meyers covered the story last Friday, shining light on a YouTube-focused partnership between Crooked Media and Blue Moon beer, a subsidiary of Molson Coors. “For Blue Moon, Crooked agreed to add title cards that say ‘presented by Blue Moon,’ along with the brand’s logo, to the start of each Offline YouTube episode, Crooked Media VP of commercial marketing and creative strategy Joel Fowler told Marketing Brew.” In addition to the title card and host-read ads in each video, Blue Moon will also buy YouTube ad space specifically on Crooked Media’s YouTube channel. Joel Fowler told Marketing Brew Blue Moon is the first “bigger blue-chip brands that you’re seeing come into the podcast space.” Fowler foresees more Fortune 500 companies embracing multi-media podcast ad campaigns in the near future. Disinformation detection company NewsGuard is looking to provide brand safety by uprooting disinformation in podcasts. According to reporting by MediaPosts’ Joe Mandese: “NewsGuard is said to be in talks with at least three of the ad industry’s big holding companies to fund the new podcast rating service, and would reap a six-month exclusive window as part of the deal.” Mandese connects a renewed industry interest in new brand safety tools for podcasts to the latest controversy surrounding the resurgence of COVID-19 disinformation on Spotify’s The Joe Rogan Experience. NewsGuard aims to provide a personal touch with physical human analysts to employ prior knowledge and context to determine a podcast’s veracity, building lists of safe or problem podcasts as time goes on. While initially NewsGuard’s attempt to adapt their blog fact-checkers for podcasting sounds noble, it raises some eyebrows. It’s a proprietary tool that’ll have six-month exclusivity for the anonymous holding companies funding the project. Their chosen hands-on approach also isn’t scaleable like other solutions currently in production, like that offered by Barometer. Unlike NewsGuard, Barometer is using the publicly-auditable GARM framework and isn’t focusing on exclusivity with a particular investor. It is *The Download’*s opinion that the brand safety problem needs not be solved with proprietary solutions, but with accessible and easily-replicated frameworks. Once again J. Clara Chan over at Hollywood Reporter has some fun developments in the podcasting world. Published last Tuesday, Chan’s The Booming Business of Kids’ Podcasting gives a rundown of the big-name attention kids podcasts are getting. “Podcasts in the kids and family category have seen a 20 percent increase in listenership since 2019, according to NPR and Edison Research’s 2021 Spoken Word Audio Report. Podcast adaptations of hit children’s shows are proliferating, while, conversely, film and TV studios are becoming involved earlier than ever to snap up podcast IP catered toward kids.” That 20% number is likely quite low, as discussed in Published on 3 years, 1 month ago