The Podcast Exchange - how the Canadian leader in podcast advertising can help
PART Three OF THREE: HELPING YOU UNDERSTAND PODCAST AD TECH
by Jeff Ulster, Chief Technology and Content Officer and co-founder of The Podcast Exchange (TPX)
At The Podcast Exchange, we live and breathe podcasts - that’s our entire focus. We are the biggest company of our kind in Canada, and we have relationships with premium publishers and industry leaders from around the globe. We commission and analyze the most comprehensive research about podcasting in Canada, and we pride ourselves on sharing our knowledge with agencies and brands. We believe that a rising tide lifts all boats, and we’re happy to contribute as we continue to learn.
It’s an exciting time for the podcast industry in Canada!
We’re seeing impressive new investments in podcast advertising. TPX is just over a year old, but it’s clear to us already that Canada is beginning to experience the benefits that we’ve witnessed in the U.S. for the last several years - amazing story-telling, and increased recognition of the revenue opportunity to reach new digital audiences.
Audience growth keeps trending up, content gets better, and ad spending continues to increase. Advertisers who deliver their messages via podcasting are almost always return customers - they understand the unique value podcasts offer. Data shows that podcast listeners are less likely to avoid ads than other media consumers, that they are more likely to respond to an ad, and that they value relevant advertising.
At the time of this writing, The Podcast Exchange represents publishers with an aggregated total of more than 60 million impressions per month. These are coming from multiple publishers and networks, so we can save agencies the burden of having to build relationships and expertise with the thousands of individual shows that Canadians love to listen to.
Regardless of your organization's level of knowledge around podcasting, we can help you understand what opportunities are out there and what might be a good fit for the brands you represent. TPX will keep you updated on the latest trends in podcasting, measurement and ad tech. We'll work with you to curate premium podcasts to support your campaign goals. We can advise on best practices, innovative approaches like sequential storytelling, collaborate with publishers to deliver host-read ads, and we can produce podcast spots on short notice. We can offer scalability, or a more niche approach to your campaign. Based on your priorities, we can find you the right content and tech partners to help reach your target audience, and walk you through the campaign reporting as it best relates to your KPIs.
If for whatever reason we can’t help you, we’ll happily try to connect you up with someone else who can. Please don’t hesitate to reach out, even if it’s just to ask questions and increase your understanding of the space.
The Podcast Exchange is here to help.
Special thanks to Dan Jeselsohn (ART19), Riaz Backer (Colour Media) and Sarah Thompson (Mindshare Canada) for their insights.