<description>&lt;p&gt;&lt;strong&gt;The podcast advertising business is once again taking it on the chin, blasted from inside the industry and out. What can podcasters and podcast listeners do about it?&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;From ad buyers paying for &lt;a href="https://soundsprofitable.com/update/paying-for-downloads" rel="noopener noreferrer" target="_blank"&gt;podcast plays that ran inside mobile video games&lt;/a&gt;. 20-minute episodes with 20% filled with ads. People are getting fed up with advertising.&lt;/p&gt;&lt;p&gt;If a popular podcast runs ads, it's guaranteed that more than one negative review will simply read: &lt;em&gt;too many ads&lt;/em&gt;. A valid complaint leveraged against much of the content we watch on our TVs and mobile devices. Ads we can't avoid.&lt;/p&gt;&lt;p&gt;But podcast creators can (and often do) offer ad-free options. And today, it's super easy. Subscription services built directly into Apple Podcasts and Spotify. Ad-free feeds via Patreon, Supercast, or Buy Me A Coffee. Or network-specific apps like those from Wondery+ and Realm.&amp;nbsp;&lt;/p&gt;&lt;p&gt;The real problems are related to friction and awareness. And there isn't much we as podcasters can do about the friction issue. That's a tech problem only really solved by Apple Podcasts. And not everyone listens on Apple Podcasts.&lt;/p&gt;&lt;p&gt;But we podcasters can do something about awareness. We can make people aware that yeah, they are listening to an ad-supported feed, so expect ads. But also make them aware that there is an option (or options, I guess) to get an ad-free listening experience.&amp;nbsp;&lt;/p&gt;&lt;p&gt;And there's one other thing we podcasters can do: We can stop complaining about ads in podcasting. Production costs—like all costs—continue to rise. The quality bar continues to be raised higher and higher, causing podcast creators who rise to that new level to again incur more costs.&amp;nbsp;&lt;/p&gt;&lt;p&gt;Podcasting may still be a fun hobby to most, and I truly hope it stays that way. But the industry is driven forward by those who treat podcasting like a business. And for many, ads (and an ad-free option) is a very big part of the business.&lt;/p&gt;&lt;p&gt;Let's at least accept that fact, shall we?&lt;/p&gt;&lt;p&gt;-----&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Sponsored by:&lt;/strong&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;a href="https://evoterra.link/captivate" rel="noopener noreferrer" target="_blank"&gt;Captivate.fm, the world's only growth-oriented podcast hosting company&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;br/&gt;&lt;p&gt;-----&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Links&lt;/strong&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Got a podcasting service? &lt;a href="https://podcastpontifications.com/about/sponsorship-information" rel="noopener noreferrer" target="_blank"&gt;Become a sponsor of &lt;em&gt;Podcast Pontifications&lt;/em&gt;&lt;/a&gt;.&lt;/li&gt;&lt;li&gt;Serious about podcasting? Join the &lt;a href="https://evoterra.link/app" rel="noopener noreferrer" target="_blank"&gt;Advancing Podcasting Community&lt;/a&gt; today!&lt;/li&gt;&lt;/ul&gt;&lt;br/&gt;&lt;p&gt;-----&lt;/p&gt;&lt;p&gt;&lt;a href="https://podcastpontifications." rel="noopener noreferrer" target="_blank"&gt;&lt;em&gt;Podcast Pontifications&lt;/em&gt;&lt;/a&gt;&lt;em&gt; &lt;/em&gt;is a production of &lt;a href="https://simpler.media" rel="noopener noreferrer" target="_blank"&gt;Simpler Media&lt;/a&gt;. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about. &lt;/p&gt;&lt;p&gt;It's created and hosted by&lt;a href="https://twitter.com/evoterra" rel="noopener noreferrer" target="_blank"&gt; Evo Terra. Follow him on Twitter&lt;/a&gt; for more podcasting insights as they come. &lt;a href="http://alliepress.ne" rel="noopener noreferrer" target="_blank"&gt;Allie Press&lt;/a&gt; assists with the production and transcription of the show. &lt;/p&gt;&lt;p&gt;If you received value from today's episode of &lt;em&gt;Podcast Pontifications&lt;/em&gt;, return some of that! We call it &lt;a href="https://PodcastPontifications.com/support" rel="noopener noreferrer" target="_blank"&gt;value-for-value&lt;/a&gt; and there are many ways to show your support. &lt;/p&gt;&lt;p&gt;Mentioned in this episode:&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Support For Abortion Rights&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer</description>

Podcast Pontifications

Evo Terra

How Can Podcasters Make Podcast Advertising Better?

OCT 26, 202210 MIN
Podcast Pontifications

How Can Podcasters Make Podcast Advertising Better?

OCT 26, 202210 MIN

Description

The podcast advertising business is once again taking it on the chin, blasted from inside the industry and out. What can podcasters and podcast listeners do about it?

From ad buyers paying for podcast plays that ran inside mobile video games. 20-minute episodes with 20% filled with ads. People are getting fed up with advertising.

If a popular podcast runs ads, it's guaranteed that more than one negative review will simply read: too many ads. A valid complaint leveraged against much of the content we watch on our TVs and mobile devices. Ads we can't avoid.

But podcast creators can (and often do) offer ad-free options. And today, it's super easy. Subscription services built directly into Apple Podcasts and Spotify. Ad-free feeds via Patreon, Supercast, or Buy Me A Coffee. Or network-specific apps like those from Wondery+ and Realm. 

The real problems are related to friction and awareness. And there isn't much we as podcasters can do about the friction issue. That's a tech problem only really solved by Apple Podcasts. And not everyone listens on Apple Podcasts.

But we podcasters can do something about awareness. We can make people aware that yeah, they are listening to an ad-supported feed, so expect ads. But also make them aware that there is an option (or options, I guess) to get an ad-free listening experience. 

And there's one other thing we podcasters can do: We can stop complaining about ads in podcasting. Production costs—like all costs—continue to rise. The quality bar continues to be raised higher and higher, causing podcast creators who rise to that new level to again incur more costs. 

Podcasting may still be a fun hobby to most, and I truly hope it stays that way. But the industry is driven forward by those who treat podcasting like a business. And for many, ads (and an ad-free option) is a very big part of the business.

Let's at least accept that fact, shall we?

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Sponsored by:


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Links


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Podcast Pontifications is a production of Simpler Media. New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value and there are many ways to show your support.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th. Abortion is a basic healthcare need for the millions of people who can become pregnant. Everyone should have the freedom to decide what’s best for themselves and their families, including when it comes to ending a pregnancy. This decision has dire consequences for individual health and safety, and could have harsh repercussions for other landmark decisions. Restricting access to comprehensive reproductive care, including abortion, threatens the health and independence of all Americans. Even if you live in a state where abortion rights are upheld, access to safe medical procedures shouldn’t be determined by location, and it shouldn't be the privilege of a small few. You can help by donating to local abortion funds. To find out where to donate for each state, visit donations4abortion.com. If you or someone you know needs help, or if you want to get more involved, here are 5 resources: 1. ShoutYourAbortion.com is a campaign to normalize abortion. 2. DontBanEquality.com is a campaign for companies to take a stand against abortion restrictions. 3. Abortion.cafe has information about where to find clinics. 4. PlanCPills.org provides early at-home abortion pills that you can keep in your medicine cabinet. 5. Choice.CRD.co has a collection of these resources and more. We encourage you to speak up! And spread the word.



This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy