September 29, 2023

HRA 54: TWiT.tv Pivots to A One Ad Model

3 minutes

It's been a year since I started my Host-Read Ads podcast, and soon, I will be bringing my pod to TWiT as I plan to include more about the podcasting industry as a whole and feature relevant guests who can help guide brands through podcast advertising.

Today, I am going to talk about our decision to pivot our network from a two ad per advertiser per episode model to a one ad per advertiser per episode model. Here are the three reasons why we are making the change.

Since 2020, Dynamic Ad Insertion (or DAI) exploded in the podcasting world. And today, it is the number one way that podcasters sell their content. It has pushed our two-ad model right out the door because no one is using it, and it's becoming harder to explain to brands when they only want one ad. So, starting now, we are conforming to the one ad model not because it's better, it's because we are the last network to pivot away from the two ad model.

Moving to the one ad model makes our network more attractive to agencies, and we need more brand business if we are going to remain a network. This move should make it easier for agencies to sell our network as they have been wanting us to pivot for years.

Our new model will allow brands, who are used to only appearing once in a podcast episode to thoroughly test our network, especially when they can appear in more episodes, so we anticipate being sold out across all shows.

I want to be clear that moving to a one-ad model is not as effective as a two-ad model, BUT the industry has moved to be more like radio and TV by geotargeting DAI ads, etc. In order for TWiT to remain competitive, we have to move to this as well. Especially with every podcast network making steep cuts and laying off staff. We either pivot now and survive or join the other networks in layoffs.

Therefore, podcast fans, if you love a podcast, then please subscribe to the show, support its sponsors, pay for your content, or join podcast clubs. With advertisers demanding more ad tech, cheaper CPMs, and shorter cancellation policies, ALL podcasts must diversify revenue streams to survive.

Host: Lisa Laporte

Download or subscribe to this show at https://twit.tv/shows/host-read-ads

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