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- [{"id":1790,"title":"4 Top Takeaways from Podcast Movement 2023","blurb":"","featured_image":null,"button":[{"text":"Read the Blog","link_type":"internal","link_url":"","internal":"https:\/\/www.veritoneone.com\/blog\/4-top-takeaways-from-podcast-movement-2023\/","video":"","upload_file":false}],"button_text":"Read the Blog","termslug":"blog","termslugArr":["blog"],"tag":"advertisers","category":[{"id":16,"name":"Blog","slug":"blog"}],"termname":"Blog","year":"2023","date":"September 29, 2023","titlelowercase":"4 top takeaways from podcast movement 2023","post_url":"https:\/\/www.veritoneone.com\/blog\/4-top-takeaways-from-podcast-movement-2023\/","post_category":[{"term_id":16,"name":"Blog","slug":"blog","term_group":0,"term_taxonomy_id":16,"taxonomy":"category","description":"","parent":0,"count":5,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/09\/MAR-23243_ONE_PodcastMovement_recap_Q323.jpg","image_alt":"","landing_redirection":"https:\/\/www.veritoneone.com\/blog\/4-top-takeaways-from-podcast-movement-2023\/","description":"Veritone One provides some top takeaways from the 2023 Podcast Movement.\nSummary:\n\nMore and more partners are becoming educated on, and interested in, Simulcast buys.\nClean, accurate third-party performance data is imperative to future ad spend allocation.\nThe podcast advertising industry is seeing a return to form, with dynamic ad insertion buys deprioritized in favor of host-read embedded ads that drive proven performance.\nOur relationship with network partners only gets stronger year after year.\n\nSimulcast is still all the buzz.\nAs you might have heard in our recent post on the matter, Simulcast is a mutually beneficial solution for advertisers and networks looking to make the most impact across today\u2019s fragmented media landscape.\nOne major takeaway from this year\u2019s Podcast Movement? Simulcast shows no signs of slowing down, as we saw more and more partners not just broaching the topic, but also asking the right questions so that they can start implementing visual components alongside their podcast buys in the most effective way.\nVeritone One has been ahead of the curve by several years. As industry leaders, we are uniquely situated to educate our partners on best practices that will help them make the most of a Simulcast buy\u2014and to continue to define industry standards.\nDollars need to follow the data.\nWhen it comes to shaping a performance strategy, we can\u2019t overstate the importance of starting with honest, clean data. We\u2019re longtime proponents of using data-driven insights to optimize our campaigns, and we have the tech stack to prove it.\nThis year, the conversation kept coming back to the need for uncompromised translation of data from third-party tracking tools to our internal analytics platform. Making sure our metrics are aligned and our partners are accountable is imperative; it provides us with the most accurate performance data and allows our media team to allocate future spend with confidence.\nBuyers\u2019 advice to networks: get back to basics.\nSpeaking of future spend: sometimes to figure out where the industry is going, we need to look back at what\u2019s worked in the past. This year, we saw trends for podcast advertising harken back to the embedded host-read ads that built this ecosystem in the first place.\nDuring the peak of the pandemic, Podcast, and consequently podcast advertising, grew substantially, and the flood of demand led to the adoption of ad tech solutions meant to maximize inventory. Proponents of dynamic ad insertion extolled the virtues of its flexibility: whereas an embedded ad read would ostensibly live in a podcast episode in perpetuity, DAI allowed for real-time decision making in which a listener would be served an ad during any given podcast download. From an impression fulfillment standpoint, this was especially advantageous to networks, and the high demand meant they had no trouble selling inventory at increased CPMs\u2014even if that filled inventory didn\u2019t perform as well for brands as an embedded host-read ad.\nBut this year, we\u2019ve noticed the tides shifting again. Networks are taking heed of buyers\u2019 advice to prioritize the ROI of the DR brands that built the podcast advertising space. That means focusing more than ever on embedded ad reads, host-read endorsements, and ensuring impression delivery is fulfilled when audiences are most engaged.\nLeveraging proprietary data and our position in the podcast ecosystem, we have been able to educate our network partners on what has worked historically and what will deliver sustained growth to all parties moving forward.\nOur partner relationships really do get better with time.\nWe are heartened by the positive feedback we continue to receive about our team every year. Hearing our partners tell us we are truly the best at what we do is always nice, but looking back at what we\u2019ve accomplished together is all the more gratifying.\nBecause if you ask us, one of the things we do best is build and maintain deep, constructive partnerships with our vendors. These relationships aren\u2019t just long-standing; they evolve to meet the moment, which is why we have something new and exciting to discuss every Podcast Movement. Our commitment to expanding our offerings and collaborating with partners to get creative with campaigns is unwavering, even\u2014especially\u2014after a year of uncertainty.\nConnecting with the people who have helped us do such great work is an incredible experience and one that makes us look forward to this event every year.\nEdited by Rubi Mora"},{"id":1761,"title":"Why Planning Ahead is a Surefire Way to Optimize Your Podcast Campaign","blurb":"","featured_image":null,"button":[{"text":"Read the Blog","link_type":"internal","link_url":"","internal":"https:\/\/www.veritoneone.com\/blog\/why-planning-ahead-is-a-surefire-way-to-optimize-your-podcast-campaign\/","video":"","upload_file":false}],"button_text":"Read the Blog","termslug":"blog","termslugArr":["blog"],"tag":"advertisers","category":[{"id":16,"name":"Blog","slug":"blog"}],"termname":"Blog","year":"2023","date":"September 14, 2023","titlelowercase":"why planning ahead is a surefire way to optimize your podcast campaign","post_url":"https:\/\/www.veritoneone.com\/blog\/why-planning-ahead-is-a-surefire-way-to-optimize-your-podcast-campaign\/","post_category":[{"term_id":16,"name":"Blog","slug":"blog","term_group":0,"term_taxonomy_id":16,"taxonomy":"category","description":"","parent":0,"count":5,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/09\/MAR-23201_annual_planning_blog_Q323.jpg","image_alt":"","landing_redirection":"https:\/\/www.veritoneone.com\/blog\/why-planning-ahead-is-a-surefire-way-to-optimize-your-podcast-campaign\/","description":"Hilary Ross Shafer and Bart Roselli offer insight into what makes planning ahead a low-risk, high-reward media strategy for clients looking to increase efficiency and take a holistic approach to their podcast campaigns.\nSummary:\n\nWhen it comes to podcast media planning, the sooner the better.\nYou can benefit from increased campaign efficiency and more control over your brand\u2019s narrative and growth trajectory.\nFlexible terms make for a low-risk, high-reward media strategy.\n\nHarness an evolving landscape\u2019s potential for growth.\nLet\u2019s cut to the chase: if you\u2019re looking to advertise on podcasts in the most effective and efficient way possible, Hilary Ross Shafer offers these words of advice: \u201cThere\u2019s no perfect time to start Upfront conversations, but the sooner we can start those conversations, the better.\u201d\nAs the VP of Podcast and Influencer Media at Veritone One, Shafer is a veteran of the medium. She recommends that our clients and potential clients get ahead of the curve when it comes to media planning, even if only at a general level. Then, clients can always build upon their plan throughout the year. \u201cWe\u2019re always looking to optimize, adjust, and improve our podcast media buys. Knowing that we have set a strong foundation during the upfronts allows us to be in an active planning cycle throughout the full year, and remain a bit more intentional about reviewing incremental opportunities and new show launches that arise throughout the year.\u201d\nAnd in a medium as robust as podcasting, the opportunities that arise are varied and plentiful.\n\u201cThe podcast channel in and of itself has uncapped potential,\u201d explains Bart Roselli, SVP of Growth at Veritone One. Continued growth in listenership means more potential for expanded reach compared to traditional channels such as TV, radio, or print. You might buy ad space on a new podcast, for example, and see it grow to ten times its size by the end of the year. \u201cIt\u2019s like buying an undervalued stock primed for growth,\u201d he notes; as with all burgeoning markets, early adopters stand to gain the most.\nBenefit from continued channel resiliency.\nBoth Shafer and Roselli caveat that, much like any advertising channel, Podcast has felt the impact of current market conditions. \u201cWe\u2019ve never had a splash of cold water like we\u2019ve had this year,\u201d notes Roselli.\nWhat is remarkable about the medium, however, is the resiliency it\u2019s demonstrated during turbulent times. As the macroeconomic climate continues to present many unknowns, podcasting has proven to be a very stable ecosystem when it comes to both supply and demand, consistently providing advantageous opportunities to advertisers.\nWhile it would be easy to write it off as a riskier investment given its relative newness, the historical performance of podcast spend lends even a newer medium a sense of maturity. \u201cIf you don\u2019t think of it as a traditional channel,\u201d advises Roselli, \u201cYou need to start thinking about it that way.\u201d\nDrive campaign efficiency by pouncing on placements at lower prices.\nA key benefit of early planning, Roselli stresses, is the efficiency it has proven to drive in podcast campaigns. Referencing historical client data, he calls the correlation between early planning and increased efficiency \u201cindisputable\u2026 it\u2019s not a rounding error. It is significant.\u201d\nIn short: \u201cThis is the most important way you can impact your podcast and media portfolio, by planning in advance.\u201d\nMore lead time means more control.\nPlanning ahead is not just about dollars and cents; it also provides intangibles that can take a campaign from good to great. For one thing, you get your pick of top current shows and forthcoming releases, rather than having to cobble together a plan that\u2019s subject to availability. Our buyers can lock in the best weeks that work for a campaign and choose the best ad placement before the show gets too crowded and inventory disappears.\nWith a head start, Roselli explains, \u201cYou control the narrative and the ability to scale a campaign faster and more efficiently. And you have more control over how you can structure it\u2026 you get to determine the growth and path for that channel for the next 12 months.\u201d\nHaving more lead time also allows your media planning team to explore placements beyond the standard issue, leading to more unique and impactful creative integrations. By leveraging Veritone One\u2019s agency buying power and preferred partnership agreements, our media team is able to unlock all sorts of strategic opportunities for our clients, providing an advantage that is exceptionally critical during the upfront planning season.\nAnd networks are all the more receptive to these conversations when you\u2019ve established a history together. All things being equal, a long-standing partnership is more likely to yield increased consideration or more flexibility, allowing you to develop your plan under more favorable conditions.\nThe added lead time allows for more strategic and creative conversations to take place. When we are able to kickstart upfront planning conversations earlier, our media teams are able to engage in meaningful and highly collaborative conversations with network partners. This effectively gives all parties the opportunity to think holistically about the partnership and make data-driven decisions to grow and scale the campaign\u2014and ultimately helps us determine which levers need to be pulled in the upcoming year to maximize efficiency and the overall likelihood of future growth and success. As Shafer puts it, \u201cIt takes us out of the spots-and-dots approach and allows us to think a little bit more macro about our client\u2019s business at large.\u201d\nLast but not least: there is very limited risk.\nThere is no one-size-fits-all perfect time to plan and execute your buy, given each client\u2019s budget planning and individual needs. \u201cWe understand that sometimes clients don\u2019t have a crystal ball to predict what their business is going to look like next year,\u201d Shafer allows.\nStill, Roselli advises that, \u201cIn an ideal world, knowing that will vary by client or category\u2026 you\u2019d want [planning to take place] by the end of Q3, start of Q4.\u201d He adds that this will \u201csave you anywhere from 5-20% in increased efficiency consistently, depending on your strategic planning tactics.\u201d\nIndeed, the most important thing we want all clients to keep in mind, but especially those who are wary of committing spend to a podcast before marketing calendars are drawn up or budgets are finalized: this is a flexible medium by nature, and our team can draw up terms to reflect that flexibility and mitigate the risk of upfront commitments that other channels can\u2019t provide.\n\u201cWe endeavor to build and negotiate lasting partnerships during Upfronts,\u201d Shafer adds, \u201cHowever, we have those flexibility points to ensure our campaigns stay successful and are able to be nimble when necessary. We can optimize a schedule, we can re-flight, we can re-forecast. We have all those protections in place\u2026 but if clients are hesitant to jump, they\u2019re not going to reap any of the benefits.\u201d\nIn closing, any client focused on growth will be looking at ways to control and monetize their marketing portfolio, all while amplifying upside and minimizing risk. Advertising on Podcast accomplishes all of these goals handily, with increased impact the earlier you broach your annual discussions.\nEdited by Rubi Mora"},{"id":1751,"title":"The Skinny on Simulcast, a Win-Win Strategy for Paid Media","blurb":"","featured_image":null,"button":[{"text":"Read the Blog","link_type":"internal","link_url":"","internal":"https:\/\/www.veritoneone.com\/blog\/the-skinny-on-simulcast-a-win-win-strategy-for-paid-media\/","video":"","upload_file":false}],"button_text":"Read the Blog","termslug":"blog","termslugArr":["blog"],"tag":"advertisers, news","category":[{"id":16,"name":"Blog","slug":"blog"}],"termname":"Blog","year":"2023","date":"August 31, 2023","titlelowercase":"the skinny on simulcast, a win-win strategy for paid media","post_url":"https:\/\/www.veritoneone.com\/blog\/the-skinny-on-simulcast-a-win-win-strategy-for-paid-media\/","post_category":[{"term_id":16,"name":"Blog","slug":"blog","term_group":0,"term_taxonomy_id":16,"taxonomy":"category","description":"","parent":0,"count":5,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/08\/V1_Blog_Simulcast_Image_V1.jpg","image_alt":"","landing_redirection":"https:\/\/www.veritoneone.com\/blog\/the-skinny-on-simulcast-a-win-win-strategy-for-paid-media\/","description":"Simulcast offers a win-win opportunity for creators and advertisers alike by expanding reach and making existing media buys more efficient.\nSummary:\n\nSimulcast buys are a strategic way to increase your reach\u2014without necessarily increasing costs.\nThere are different ways to execute a Simulcast buy, which can vary depending on placement or product.\nAn experienced media buying team like Veritone One\u2019s can help you make the most of simulcasting.\n\nSimulcast: doubling down on what works\nBreaking down the term \u201cSimulcast\u201d into its parts, we can get the gist of it: simultaneous broadcast. But even a seemingly straightforward portmanteau can be difficult to define in our cluttered media landscape, where it feels like everything is broadcast simultaneously with\u2026 everything else.\nFor our purposes, let\u2019s define it as content that is broadcast on one channel in concert\u2014if not exactly at the exact same moment\u2014as it is broadcast on another channel.\nImagine a baseball game broadcast on the radio at the same time as it airs on television. That would be a simulcast. Or, imagine a radio interview that is audio-recorded and filmed simultaneously. Maybe it airs live on the radio, and the video is later uploaded to the station\u2019s YouTube channel. It does not need to literally be broadcast at the same time to make use of a simulcast strategy.\nThe strategy behind simulcast\nHere\u2019s what else is simultaneous: the boon for creators and distributors, who can save time, money, and effort by repurposing their content for different channels; and for advertisers, whose buys become more effective as the repurposed content targets different audiences.\nIn this way, you can expand the reach of your messaging by meeting the listener where they are consuming media. Although the majority of podcasts produced remain audio-only, the perception of the channel has dramatically changed among podcast consumers. 75% of those surveyed in a recent study by Coleman Insights and Amplifi Media said that a podcast can be either audio or video. If a content creator is looking to maximize their content\u2019s impact, they\u2019d be remiss not to make it both.\nAnd chances are, if the original placement is a good match for your brand, then any subsequent iteration will be too.\nHow does Veritone One help you make the most of Simulcast?\nAs a multichannel advertising agency, Veritone One knows the benefits of simulcast buys all too well, which is why our media buying team is bullish about making the most of each execution.\nFirst, we take stock of the client\u2019s goals, letting this inform the types of placements we present to them. For example, does their product or service benefit significantly from a visual component, and if so, would they prefer a simulcast opportunity where the audience is engaged from both an audio and visual standpoint?.\nWe then use our historical database and proprietary vetting platform to explore synergistic pairings that align with the client\u2019s target demographics and campaign goals, reviewing and negotiating vendor rates to ensure the buy is cost-effective.\nOur buyers make sure to settle all the details: what type of simulcast integration will be implemented? What is the projected audio\/video split? How will the client\u2019s ad read be integrated into each channel? Will both channel integrations be released at or around the same time? It\u2019s really about having a dialogue with our network partners and sharing our expertise with them. We are always happy to offer up best practices as they look to stand up their incremental simulcast offerings.\nOnce a buy is negotiated by our team, all an advertiser has to do is sit back and wait for their integration to go live\u2014and then go live on a different channel and resonate with audiences all over again.\nBy leveraging multiple channels, we can meet the audience where they are listening\u2014be it audio or video, either or both. Both the brand and the show it advertises on can benefit from the incremental scale and exposure. And with access to a larger audience pool, your messaging is more likely to resonate with more people. It\u2019s a strategy that pays off for all parties, all at the same time.\nEdited by Rubi Mora\nAdditional Reading\nWhy the New FTC Guidelines Didn\u2019t Faze Us\nPivoting Your Advertising Strategy with Hollywood on Strike"},{"id":1715,"title":"Why the New FTC Guidelines Didn\u2019t Faze Us","blurb":"","featured_image":null,"button":[{"text":"Read the Blog","link_type":"internal","link_url":"","internal":"https:\/\/www.veritoneone.com\/blog\/why-the-new-ftc-guidelines-didnt-faze-us\/","video":"","upload_file":false}],"button_text":"Read the Blog","termslug":"blog","termslugArr":["blog"],"tag":"news","category":[{"id":16,"name":"Blog","slug":"blog"}],"termname":"Blog","year":"2023","date":"August 17, 2023","titlelowercase":"why the new ftc guidelines didn\u2019t faze us","post_url":"https:\/\/www.veritoneone.com\/blog\/why-the-new-ftc-guidelines-didnt-faze-us\/","post_category":[{"term_id":16,"name":"Blog","slug":"blog","term_group":0,"term_taxonomy_id":16,"taxonomy":"category","description":"","parent":0,"count":5,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/08\/MAR-22982_ONE_FTC_ad_regulations_blog_Q323-1.jpg","image_alt":"","landing_redirection":"https:\/\/www.veritoneone.com\/blog\/why-the-new-ftc-guidelines-didnt-faze-us\/","description":"Given the new FTC guidelines, it’s more crucial than ever to maintain compliance with all influencer partnerships. See how Veritone One stays on top of it.\nSummary:\n\nThe Federal Trade Commission has released a new set of guidelines for all endorsements.\nThese guidelines primarily speak to influencers creating social media content; podcasting, meanwhile, is not mentioned.\nOur historical adherence to these guidelines allows Veritone One to continue business as usual.\n\nWhat are the new guidelines?\nThe key takeaways have been distilled by Robert Freund, an advertising and ecommerce lawyer in his Twitter thread on the matter. A few of them here:\nInfluencers need not share a positive message of a product for an ad to require disclosure. If they post a photo or video that could convey use or approval of a product\u2014and, crucially, if they have a relationship with that brand\u2014that constitutes an advertisement and requires disclosure. Similarly, if they have something negative to say about a competitor\u2019s product, their partnership with the original brand must be disclosed.\nAnd when they disclose that partnership, there\u2019s no room for ambiguity. Simply tagging the brand in the post, or even thanking them, is not sufficient.\nSome new guidelines are specific to the medium in which the sponsored post appears. For example, an ad disclosure in the comments of a Facebook post may not be noticed by consumers\u2014as such, it must be made in the post itself. Similarly, because of the \u201cmany competing elements\u201d in a TikTok video, including \u201c#ad\u201d in the caption is not conspicuous enough for the FTC. A clear disclosure must be part of the video\u2019s text overlay so that it is recognizable at first glance.\nSo wait\u2014is this just for social media posts?\nYou might have noticed that all the examples we gave above pertain to TikTok, Facebook, or Instagram content. So what does this mean for Veritone One, an agency that specializes in audio and creator-based video advertising?\nIt\u2019s true that podcasting is not explicitly mentioned in the new guidelines, but that doesn\u2019t mean it\u2019s a lawless land; it\u2019s just that podcast ad breaks are generally delineated a lot more clearly than other social media content. Still, brands should err on the side of caution for all influencer partnerships. Use individual promo codes, unique URLs, and\/or bespoke offer language in your Call to Action to let listeners know an influencer has a stake in referring listeners\u2014and don\u2019t request an endorsement from anyone who hasn\u2019t tried your product.\nHow is this affecting strategy at Veritone One?\nThe short answer: it\u2019s not.\nAnd that\u2019s not because we\u2019re cavalier about advertising guidelines. On the contrary: we\u2019ve always been incredibly stringent about our endorsements meeting FTC requirements.\nEach of our accounts has a creative lead who\u2019s well-versed in what a successful integration looks like, including from a compliance perspective. Every piece of copy we send out includes detailed directions on where and how to disclose sponsorship, as well as any disclaimers the brand needs us to make. Before an execution goes live, our creative team previews the content to ensure everything is on the level; then, our compliance team gives it a final review and provides feedback when it airs.\nTo us, the most important thing is fostering trust within all of our relationships. The creators we partner with trust us because they know that we\u2019ll keep them abreast of all FTC guidelines and will never ask them to compromise their integrity.\nThat means providing a product for them to try and love before they talk about a brand. It means kickoff calls where creators can get to know a brand and their mission, ask their questions, and all parties can mutually establish expectations around an endorsement. And it means an open line of communication with our dedicated account team at every step of their execution.\nThe same goes for our clients. We do everything in our power to ensure they never find themselves at the end of an endorsement controversy\u2014and a finger on the pulse of the industry is just one part of the equation. Our contracts with creators stipulate that each integration be compliant with applicable laws, including FTC guidelines and required disclosures related to paid versus editorial content. And, we continually vet the creators we work with, flagging potential threats to our clients\u2019 brand image.\nVeritone One\u2019s commitment to transparency between clients and creators, and between creators and consumers, has been a cornerstone of our long-standing partnerships. So we\u2019ll continue to keep an eye out as the industry evolves\u2014but for now, we\u2019ll continue with business as usual.\nEdited by Rubi Mora\nAdditional Reading\nPivoting Your Advertising Strategy with Hollywood on Strike\nEverything You Need to Know About Podcast Advertising"},{"id":1712,"title":"Podcast Movement Denver 2023","blurb":"","featured_image":null,"button":[{"text":"Read more","link_type":"url","link_url":"http:\/\/veritoneone.com\/podcast-movement-2023","internal":null,"video":"","upload_file":false}],"button_text":"Read more","termslug":"events","termslugArr":["events"],"tag":"advertisers","category":[{"id":19,"name":"Events","slug":"events"}],"termname":"Events","year":"2023","date":"August 11, 2023","titlelowercase":"podcast movement denver 2023","post_url":"https:\/\/www.veritoneone.com\/blog\/podcast-movement-2023\/","post_category":[{"term_id":19,"name":"Events","slug":"events","term_group":0,"term_taxonomy_id":19,"taxonomy":"category","description":"","parent":0,"count":1,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/08\/Podcast_movement_news_insights.jpg","image_alt":"","landing_redirection":"http:\/\/veritoneone.com\/podcast-movement-2023","description":""},{"id":1683,"title":"Pivoting Your Advertising Strategy with Hollywood on Strike","blurb":"","featured_image":null,"button":[{"text":"Read the Blog","link_type":"internal","link_url":"","internal":"https:\/\/www.veritoneone.com\/blog\/pivoting-your-advertising-strategy-with-hollywood-on-strike\/","video":"","upload_file":false}],"button_text":"Read the Blog","termslug":"blog","termslugArr":["blog"],"tag":"news","category":[{"id":16,"name":"Blog","slug":"blog"}],"termname":"Blog","year":"2023","date":"August 10, 2023","titlelowercase":"pivoting your advertising strategy with hollywood on strike","post_url":"https:\/\/www.veritoneone.com\/blog\/pivoting-your-advertising-strategy-with-hollywood-on-strike\/","post_category":[{"term_id":16,"name":"Blog","slug":"blog","term_group":0,"term_taxonomy_id":16,"taxonomy":"category","description":"","parent":0,"count":5,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/08\/Strike_blog_img.jpg","image_alt":"","landing_redirection":"https:\/\/www.veritoneone.com\/blog\/pivoting-your-advertising-strategy-with-hollywood-on-strike\/","description":"Amid Hollywood strikes, consider shifting ad investment to podcasting and YouTube for resilient, influencer-driven content.\nSummary:\n\nThe WGA and SAG-AFTRA are on strike, bringing Hollywood to a near-standstill\nSome projects have already made the jump to podcasting\nYouTube, meanwhile, is seeing a YoY revenue increase and increase in upcoming ad spend commitments\nOnline influencers may have increased promotional opportunities, making them a lucrative part of any current advertising strategy\n\nA defining moment for the film and television industry\nWhether you\u2019ve mostly read about it in the news, or have experienced the firsthand disappointment of seeing your favorite show resorting to reruns, you\u2019ve no doubt become aware of the many repercussions of both the WGA (Writers Guild of America) and SAG-AFTRA (Screen Actors Guild \u2013 American Federation of Television and Radio Artists) strikes. The writers and performers in both unions are seeking better pay and working conditions, as well as fairer contracts for the longevity and legacy of their work.\nAll of this might leave advertisers in a bind: how can they support the creators behind their favorite art, while navigating potential losses of revenue in a rapidly changing film and TV landscape?\nBy following the lead of studios and strikers alike: pivoting their strategy.\nSome TV mainstays are already pivoting to podcasting\nWhile some effects of the strike will take time to be apparent, network television felt them almost immediately. Shows like The Tonight Show with Jimmy Fallon, The Late Show with Stephen Colbert, Jimmy Kimmel Live, and The Daily Show have all shut down production since the announcement of the strike.\nAlthough the writers\u2019 contributions to these shows can\u2019t be overlooked, some elements of the talk show format translate very handily to an audio medium\u2014and we\u2019ve seen precedent for this.\nYou might have heard about Craig Ferguson\u2019s latest venture, Joy, a Podcast, which launched just this month. The television personality\u2019s pivot to podcasting should come as no surprise to fans of The Late Late Show, which saw the host hold his own against some of Hollywood\u2019s biggest names. With ample airtime to display his interviewing talents, and a less rigorous recording schedule, this podcast\u2019s weekly format seems a natural fit for Ferguson\u2019s persona to flourish, while allowing him to hold conversations that fall outside of a studio\u2019s promotional schedule.\nAnd he\u2019s in good company. Fellow former talk show hosts Jon Stewart, Conan O\u2019Brien, and Chelsea Handler have already taken their talents to podcasting, hosting successful shows on Apple, Stitcher, and iHeartPodcasts, respectively.\nAs for TV programming stuck in production limbo? Advertisers would do well to reallocate resources to other channels drawing consistent audiences. While consumers may tire of late night reruns, a genre which suffers from lack of topicality, there\u2019s always something new and current for them to consume online.\nSo, who is still producing content amid the Writers\u2019 Strike and SAG-AFTRA Strike?\nThe answer is simple: just look online.\nYouTube, which is not a part of the Alliance of Motion Picture and Television Producers, also does not rely on the content creation of WGA writers or members of SAG-AFTRA. As such, it remains largely unscathed by the strike. In fact, YouTube\u2019s Q2 earnings showed overall revenue rising 4% year over year\u2014a notable reversal in a trend that saw declines in the previous three quarters. With the recent integration of unskippable 30-second ads into YouTube\u2019s TV app, and nearly 45% of YouTube viewing accessed via TV screens, the channel once synonymous with laptop screens is already evoking the traditional television user experience for audiences.\nAnd advertisers are acting like it. Recent reports reveal that, per senior ad-buying execs, advertising commitments to traditional TV networks have declined in spend by 15%. On the other hand, their plans for fall? An expected increase of at least 10% to 20% of ad dollars committed to YouTube spend.\nPodcasting, too, has experienced minimal slowdowns during the SAG-AFTRA strike, and in fact, may be benefiting from the scarcity of actors\u2019 presence on film and TV. Although union members are not allowed to promote struck projects on podcasts, they could still make guest appearances outside of that. And unless they are scripted fiction podcasts operating under a WGA contract, they are also unaffected by the WGA strike.\nElsewhere on online content platforms, some influencers do work under the SAG-AFTRA Influencer Agreement\u2014but the rest do not, and are not bound by any strike rules. This means they can continue to produce fresh content as per usual, delivering advertiser impressions uninterrupted.\nIn fact, with film and TV studios unable to use SAG-AFTRA members to promote their projects, the reach of influencers is likely to factor into studios\u2019 updated promotional strategies, leading to increased content output and audience engagement.\nThe upshot of the film and television industry facing an uncertain foreseeable future? Entertainers are resilient, and when the show must go on, sometimes all you need to do is change the channel.\nEdited by Rubi Mora\nAdditional Reading\nEverything You Need to Know About Podcast Advertising\nThe Ultimate Guide to Audio Advertising for eCommerce Brands\n "},{"id":1405,"title":"Engage Overview","blurb":"","featured_image":null,"button":[{"text":"Read more","link_type":"url","link_url":"https:\/\/unlock.veritone.com\/veritoneone-engage-onesheet","internal":null,"video":"","upload_file":false}],"button_text":"Read more","termslug":"one-sheets","termslugArr":["one-sheets"],"tag":"advertisers","category":[{"id":20,"name":"One Sheets","slug":"one-sheets"}],"termname":"One Sheets","year":"2023","date":"June 28, 2023","titlelowercase":"engage overview","post_url":"https:\/\/www.veritoneone.com\/blog\/engage-overview\/","post_category":[{"term_id":20,"name":"One Sheets","slug":"one-sheets","term_group":0,"term_taxonomy_id":20,"taxonomy":"category","description":"","parent":0,"count":2,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/06\/insights-engage-overview.jpeg","image_alt":"lady thinking","landing_redirection":"https:\/\/unlock.veritone.com\/veritoneone-engage-onesheet","description":""},{"id":1403,"title":"The Ultimate Guide to Audio Advertising for eCommerce Brands","blurb":"","featured_image":null,"button":[{"text":"Read more","link_type":"url","link_url":"https:\/\/unlock.veritone.com\/veritoneone-whitepaper-audio-advertising-ecommerce","internal":null,"video":"","upload_file":false}],"button_text":"Read more","termslug":"whitepaper","termslugArr":["whitepaper"],"tag":"advertisers","category":[{"id":22,"name":"Whitepaper","slug":"whitepaper"}],"termname":"Whitepaper","year":"2023","date":"June 28, 2023","titlelowercase":"the ultimate guide to audio advertising for ecommerce brands","post_url":"https:\/\/www.veritoneone.com\/blog\/the-ultimate-guide-to-audio-advertising-for-ecommerce-brands\/","post_category":[{"term_id":22,"name":"Whitepaper","slug":"whitepaper","term_group":0,"term_taxonomy_id":22,"taxonomy":"category","description":"","parent":0,"count":1,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/06\/insights-audioadv.jpeg","image_alt":"microphone","landing_redirection":"https:\/\/unlock.veritone.com\/veritoneone-whitepaper-audio-advertising-ecommerce","description":""},{"id":1400,"title":"DraftKings Expands Business with Multichannel Advertising Strategy","blurb":"","featured_image":null,"button":[{"text":"Read more","link_type":"url","link_url":"https:\/\/unlock.veritone.com\/veritoneone-case-study-draftkings","internal":null,"video":"","upload_file":false}],"button_text":"Read more","termslug":"case-studies","termslugArr":["case-studies"],"tag":"news","category":[{"id":17,"name":"Case Studies","slug":"case-studies"}],"termname":"Case Studies","year":"2023","date":"June 28, 2023","titlelowercase":"draftkings expands business with multichannel advertising strategy","post_url":"https:\/\/www.veritoneone.com\/blog\/draftkings-expands-business-with-multichannel-advertising-strategy\/","post_category":[{"term_id":17,"name":"Case Studies","slug":"case-studies","term_group":0,"term_taxonomy_id":17,"taxonomy":"category","description":"","parent":0,"count":1,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/06\/insights-draftkings.jpeg","image_alt":"draftkings logo","landing_redirection":"https:\/\/unlock.veritone.com\/veritoneone-case-study-draftkings","description":""},{"id":1398,"title":"Safe and Sound - Brand Safety and Suitability in Podcasting","blurb":"","featured_image":null,"button":[{"text":"Read more","link_type":"url","link_url":"https:\/\/unlock.veritone.com\/sounds-profitable-safe-and-sound","internal":null,"video":"","upload_file":false}],"button_text":"Read more","termslug":"research","termslugArr":["research"],"tag":"advertisers","category":[{"id":35,"name":"Research","slug":"research"}],"termname":"Research","year":"2023","date":"June 28, 2023","titlelowercase":"safe and sound - brand safety and suitability in podcasting","post_url":"https:\/\/www.veritoneone.com\/blog\/safe-and-sound-brand-safety-and-suitability-in-podcasting\/","post_category":[{"term_id":35,"name":"Research","slug":"research","term_group":0,"term_taxonomy_id":35,"taxonomy":"category","description":"","parent":0,"count":1,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/06\/insights-research-study.jpeg","image_alt":"graph waves","landing_redirection":"https:\/\/unlock.veritone.com\/sounds-profitable-safe-and-sound","description":""},{"id":1388,"title":"Veritone Custom Analytics Platform Overview","blurb":"","featured_image":null,"button":[{"text":"Read more","link_type":"url","link_url":"https:\/\/unlock.veritone.com\/l\/636301\/2023-06-22\/4dcmqf\/636301\/1687475372z0rMgoD4\/VCAP_Overview.pdf","internal":null,"video":"","upload_file":false}],"button_text":"Read more","termslug":"one-sheets","termslugArr":["one-sheets"],"tag":"advertisers","category":[{"id":20,"name":"One Sheets","slug":"one-sheets"}],"termname":"One Sheets","year":"2023","date":"June 28, 2023","titlelowercase":"veritone custom analytics platform overview","post_url":"https:\/\/www.veritoneone.com\/blog\/veritone-custom-analytics-platform-overview\/","post_category":[{"term_id":20,"name":"One Sheets","slug":"one-sheets","term_group":0,"term_taxonomy_id":20,"taxonomy":"category","description":"","parent":0,"count":2,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/06\/insights-vcap-overview.jpg","image_alt":"vcap","landing_redirection":"https:\/\/unlock.veritone.com\/l\/636301\/2023-06-22\/4dcmqf\/636301\/1687475372z0rMgoD4\/VCAP_Overview.pdf","description":""},{"id":1385,"title":"Everything You Need to Know About Podcast Advertising","blurb":"","featured_image":null,"button":[{"text":"Read more","link_type":"url","link_url":"https:\/\/unlock.veritone.com\/veritoneone-ebook-everything-to-know-about-podcast-advertising","internal":null,"video":"","upload_file":false}],"button_text":"Read more","termslug":"e-book","termslugArr":["e-book"],"tag":"advertisers","category":[{"id":18,"name":"E-Book","slug":"e-book"}],"termname":"E-Book","year":"2023","date":"June 28, 2023","titlelowercase":"everything you need to know about podcast advertising","post_url":"https:\/\/www.veritoneone.com\/blog\/everything-you-need-to-know-about-podcast-advertising\/","post_category":[{"term_id":18,"name":"E-Book","slug":"e-book","term_group":0,"term_taxonomy_id":18,"taxonomy":"category","description":"","parent":0,"count":1,"filter":"raw"}],"author":"Tony Gregory","img":"https:\/\/www.veritoneone.com\/wp-content\/uploads\/2023\/06\/insights-ebook.jpeg","image_alt":"person podcasting","landing_redirection":"https:\/\/unlock.veritone.com\/veritoneone-ebook-everything-to-know-about-podcast-advertising","description":""}]
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