Search

Home > Borja Rojano > What About Ads?


	Podcast:		Borja Rojano
	Episode:		What About Ads?
	Category:		Fashion & Beauty
	Duration:
	Publish Date:		2016-04-08 03:26:59
	Description:		One of the main pain points I have as a listener of podcasts is how bad adverts which come with them usually are. We want to help publishers make a decent living and save listeners from alienating experiences. Here is how we want to do it. 00:00 The problem with ads in podcasts is that they suck. 00:58 Imagine my mother, who lives in Spain, would ask me today what series should she watch. I would recommend she would watch Breaking Bad. This is, in my opinion, the best series ever made. Now, imagine she would go to netflix, download the first episode, and when she starts watching the series, the first minutes of what she would watch would be American commercials from 2008. She would feel totally alienated by the experience and chances are she would just choose something else to watch. This example may sound ridiculous but it is exactly what happens with podcasts. 01:32 Stop trying to sell me Wealthfront, Tim. I am not in the US and have no wealth.: View Image 02:07 The way ads are hard coded into the podcasts themselves is bad for everyone: - Listeners feel alienated because they are being served mistargeted ads and may give up before they ever get to hear the actual content. - Advertisers are wasting money by reaching people who cannot buy their products, even if they wished to. - Publishers can only sell ads for a given episode once. 02:29 The best-known example of an ad screw up is Serial, the hot podcast of 2014. When they started they had no clue they would be such a success, so when they negotiated their original advertisements with Mailchimp, they probably offered a pretty sweet deal, seen in retrospective. Podcast ads are based on forecasted downloads instead of actual listens so when you have a hit you cannot backpedal and ask for more money easily. 02:58 In fact, the producers of Serial did just that. When their show went mainstream, they renegotiated the ads with another brand and they changed the ads in their back catalog as well. Since the way podcasts are distributed (RSS syndication) is so outdated, this meant that the old episodes with the new ads were recognized as new episodes so hundred of thousands of people (me included) got all the old episodes downloaded to their phone. 03:32 We are open to working with publishers and advertisers as soon as they want so we can serve ads alongside the content. If you are a podcaster and want to include a pre-roll ad before your tape, we can do that but we will screen it to make sure it is relevant for the audience it reaches. 04:24 We see a future in which there is a marketplace for brands and publishers to connect inside TapeWrite. 05:01 Better ads will mean more CPM, which in turn will mean better content and a closer relationship between the audience and the publisher. That relationship will make ads even better, so the publisher gets more value out of having bought the advert, and the listener isn’t put off by content that isn’t relevant to them. It’s a positive cycle, rather than that breaks with the first negative experience. 05:43 If you want to bring your partner brands with you to TapeWrite we will help you do it and not take a single cent.
	Total Play:		0