Case Study Takeaways
Outlined below are a number of key takeaways, gathered from across the above case studies, addressing four critical areas for podcasting: advertising, audience engagement, diverse revenue streams, and networks.
When a podcast’s numbers reach critical mass, a show can develop direct relationships with advertisers (and keep 100 percent of the revenue).
A strong brand identity can ensure advertiser interest.
CPMs remain malleable, especially when the advertising content is bespoke. CPMs need not be the only method of earning advertising revenue.
Podcasting offers ways of experimenting with advertising and an opportunity to stand out from the online/mobile advertising sphere.
Journalists must exercise caution when choosing sponsors if they are to maintain credibility. It’s possible to establish a line between editorial and advertorial, though ad quality may be sacrificed.
Podcasts can allow you to own a relationship with your audience and engage with listeners directly.
Engaged, loyal audiences are more likely to support freemium models.
Podcasts can be used to diversify content, providing another platform for reaching your consumer.
Podcasts can add value to online audiences and brands.
Live shows can be used to build audience/host community.
Diverse Revenue Streams
Podcasts can offer a way to diversify revenue streams, including direct support from audiences and subscription models that offer premium content.
Branded content could be a viable way of earning advertising revenue beyond CPMs.
Audience growth remains a significant challenge, one which networks can help shows to overcome.
If networks are to maintain talent, they must super-serve their creators.
Outlets can tap internal talent as a way of creating new content.
For publishers (particularly big name publishers) interested in producing podcasts, Panoply offers an interesting, low-risk way to enter the space.