What is the future of advertising and sponsorships for podcasters? Today me and Jarrod talk about podcast advertising and current trends
Hey guys, Ryan here from podcastfast.com. Today, I have with me Jarrod from podmatcher.com, which is a podcast-advertising matching service. Today, we’re going to talk about the future of advertising in podcasting and a whole bunch of different things around advertising like podcasters and advertisers relationships and a bunch of those different things.
Ryan: Hey, Jarrod. Thanks for coming on today.
Jarrod: Hey, Ryan. No problem.
Ryan: Okay, so let’s talk about why you started PodMatcher in the beginning. Give people a quick overview of what it is. And then, talk about the steps that kind of lead you to start it because I think that will lead in to all that you want to achieve.
Jarrod: Yeah. [Inaudible 0:38] PodMatcher, I created about a year ago. I wanted to create like a podcast agency, you could say. Where I wanted to connect the podcasters and sponsorships together. In the last year and a half, sponsorships become more of a bigger concept with the podcasting. Before that, it wasn’t so well-admired, you could say. So, it’s becoming more acceptable when you get the right sponsor with the right podcaster, it works quite well for all parties.
This kind of derived from – when I was 19, I started working in radio and then I was in there for 7-8 years. And then, I kind of despised it almost. Like, I have this dark memory of radio so I got out of radio.
Ryan: What was it about radio that you had a distaste for?
Jarrod: There’s a line in a Radiohead song, “buzzing like a fridge”, it’s from Karma Police. Sums it up quite perfectly, Thom Yorke says, “it’s like buzzing like a fridge in your ear” and that’s what radio became. It has not soul, it has no depth.
Ryan: Do you mean that you found it too annoying?
Jarrod: Too annoying and I was in commercial radio, I’ll be honest with you, it wasn’t great radio. I mean, it was Amazing Radio, who I was working for and I did some stints with Alice Cooper also; which is great and he was more podcasting than radio, I guess, at that time.
It was just becoming monogamous, you could say. That’s when podcasting started to develop in the last few years. I know it’s been around since 2001, 2002. Last few years, it started to get a bigger voice.
Ryan: Podcasting’s actually been growing. It’s kind of being on a steady growth. It’s had a few kind of bumps in the line when things really took off. First, Apple introduced iTunes and with that, podcasting which you can put on to your iPod. So that sort of gave a bump. And then when podcasting came on to your iPhone, when they separated the apps from iTunes and to podcasting, that gave it a bump. Recently, Apple’s put podcasting as a default app on your phone. So that’s given it a bump.
All the time, it’s been growing. I think for me, with radio, it’s kind of the same as you, I just find it quite annoying. I’ve been listening to podcast for years. I used to be a pharmaceutical representative and I used to drive around and I spend hours driving everyday. I would just, podcast, podcast, podcast, podcast. I’d never listen to radio. All the other representatives would do radio and I just couldn’t do it. I’d be on the road learning.
The other day, or no, it was a couple of months ago, I was at my uncle’s house helping him do some painting and he’s got the radio on. I’m like, “Dude, what is this? Why do you got the radio on?” These ads are coming on, it’s so annoying. I’m like, “Dude, Pandora. Get on Pandora.” Either Pandora for music or podcast for learning. For me, I hardly listen to the radio in the last 4 years.