As if radio didn’t have enough competition for ads, now comes the expected concerted effort to start populating podcasts with ads. Though for some broadcasters there might be an opportunity in podcast ads.
Digital advertising specialist AdsWizz has developed PodWave, an advertising marketplace aimed at placing ads in podcasts.
PodWave’s first effort involves National Public Media, a joint operation of NPR and PBS to place “sponsors” into their growing number of podcasts.
PodWave can also provide metrics to advertisers on the reception of their ads.
NPM SVP of Spot Sales Jamie Kriegel said, “Through the PodWave network, advertisers can easily achieve targeted scale across a broad slice of the commercial podcast market. PodWave makes adding podcasts to a radio or digital buy simple and logical, with sophisticated targeting options to reach the right audiences at the right time.”