Insider October 7, 2021-Spotify wants you… for its advertising market


Happy Thursday, you guys. I personally don’t have a sense of time, because you know, if you follow me on Twitter, I’ve been looking for an apartment in Brooklyn. It’s basically like going into a black hole for weeks and then coming out of a new apartment with no concept. Recent groceries Where the shop might be. I can’t wait to leave the hole! I’m ready!

However, I will not abandon you or the audio world, so let us know news and exclusive news. Today, I will follow Spotify’s latest initiatives in seeking the dominance of podcast advertising for a long time, as well as an exclusive understanding of Clubhouse’s contracts with its Creator First program participants!

Spotify solicits independent podcasts with a promise of $$

Another day, another set of Spotify stories.Yesterday, the company made a A series of large-scale advertising related announcements It aims to enhance its ability to sell and advertise for podcasts of all sizes. We have many things to discuss.

There are many, but let’s start with an important announcement: the announcement where Spotify is Allow any host or podcaster to apply to be part of its Spotify Audience NetworkBefore I delve into it, let us first introduce our contextual basis. For those unfamiliar, SAN was launched in April as a podcast advertising network for Spotify. It is essentially a renamed and built-in version of the Megaphone advertising market, which uses Spotify data to target ads. This platform is the key to unlocking Spotify’s larger podcasting ambitions, and is also related to its Anchor acquisition. Anchor has always bet that it can help small podcasters make money. As long as they have some listeners, they are likely to insert advertisements. In general, these small podcasts have created a larger inventory to fill the advertising impressions guaranteed by Spotify.

In order to achieve this goal, Anchor first introduced a sponsorship feature. It’s like a large-scale sales host reading advertisements-podcasts will be matched with a brand and provide reading copies, and advertisers will achieve the impression they want through many small podcasts instead of one huge podcast. However, My report from January Found that Spotify itself is supporting this tool, spending tens of thousands of dollars to sponsor these smaller creators.

Anyway, fast forward to the present, and Spotify is dividing its anchor monetization options into three tiers based on the size of the podcast: sponsorship (now renamed as ambassador advertising), participation in SAN (yesterday’s news), and, for top podcasts, Establish direct contact with advertisers through Spotify’s sales team. Spotify does not advertise how big the show needs to be to be part of its advertising network, nor does it share how big the show needs to get the actual sales team support. (If you have an idea, please let me know!) Spotify also stated that the current CPM (called RPM per thousand revenue) of Anchor podcasts using SAN is $13, which is lower than Advertisecast’s estimate The industry-wide average CPM for a 30-second ad slot is $18. A spokesperson said that Spotify will not cut revenue at this time, but did not elaborate on whether or when it will start doing so.

As far as Spotify is concerned, since the launch of SAN in April, “advertisers placing ads have increased by 4 times”, and as of June 2021, “the fill rate of Megaphone podcast publishers who opt-in has increased by more than 10%, per thousand times Impression costs have increased by more than +40%, while the number of unique advertisers in their content is increasing, and some publishers have seen this number double.” Of course, if there is no baseline, the percentage increase is meaningless, Spotify does not It is not surprising that this is provided. I hope that Spotify will help monetize fairly large programs — and other ad networks are doing it now — and I don’t know if it can achieve Anchor’s grand vision of allowing even small podcasters to participate in the world of podcast advertising.

It’s really fast now, and I want to pay attention to other news. Advertisers can now target with additional details, Such as the subject of the content, and They can exclude their ads from “sensitive” topics, Including podcasts about tobacco, weapons, and gambling. In order to save time for me and you, the implementation of content targeting and sensitive topics is based on the work of the Interactive Advertising Bureau, which is public.I am linking it hereInterestingly, according to a spokesperson, these features can now be implemented because Spotify is transcribing podcasts on its backend, enabling it to detect sensitive content on an episode-by-episode basis. (I hope these transcripts are public, but obviously they are not!) Used to, At least for now, has been told that an episode is considered sensitive and therefore may not be profitable. However, they will get guidelines, so they should have an idea.

finally: U.S. podcast ad purchases will become part of self-service. Another important asterisk about the self-service announcement: Although advertisers can register on Spotify’s advertising portal and decide whether they want to advertise in the free music layer or in the podcast, they cannot provide the actual audio ads that run in the podcast . A spokesperson said that Spotify will cooperate to produce these ads for them. I have no reason to explain why this is the case, but I guess Spotify is protecting the podcast advertising space-this is a new but critical business it wants to develop, so the standard is high and people hear it. Some bad ads may completely shut down listeners and hosts, especially considering that these ads are automatically inserted and the podcast does not have any signatures.

So can Spotify build the YouTube of podcasting? I haven’t seen evidence of this, but if there are any smaller podcasts that want to tell me how Anchor and SAN will change their lives in the coming months, I’m all listening.

Exclusive: A look at the club’s creator contract

Last week i Published a story The Creator First plan for Clubhouse lacks brand sponsors. Since then, I have reviewed the contracts that creators need to sign to participate in the program. Today, I want to share some key terms in this document specifically.

Given the controversial debate surrounding how much content technology companies have when funding their creations, the terms surrounding derivative rights and content owned by these creators are particularly interesting. Here are some screenshots (a copy of the contract I re-entered). You will notice that creators have clear ownership of their shows.

The following are the rights that the clubhouse has specifically acquired, including being an exclusive social audio partner for any derivative works sold in the series.A spokesperson told edge These terms expire after the end of the plan, although the contract does not clearly state this.

I canceled these contract terms because IP ownership has become something that various podcasters and digital creators are particularly interested in negotiating. However, given that IP transactions are a huge potential money maker, large platforms have little interest in giving up ownership.For example, Spotify’s Gimlet and Ringer unions use IP as an important point they want to promote the conversation, but they Did not make any progress In the final contract. It is commendable that Clubhouse at least tells these creators that they can use their IP to do what they want-this is usually not provided to new audio manufacturers who may not have the ability to negotiate or the resources to demand themselves.

I’m curious about how all the various creator accelerator programs structure their deals. For those who might consider signing up for these programs, this is your reminder. Always let a lawyer review your contract!

Speaking of IP ownership, Luminary seems to be good at it, given the following circumstances…

Guy Raz’s Luminary performance is widely circulated

Guy Raz’s Luminary Exclusive Show Wisdom from above Escape from the paywall. NPR and Luminary Working together Not only do you have to publish the entire past catalog of the show in the podcast app, but also release the new episode as a week-long Luminary exclusive-drawing inspiration from Amazon/SmartLess deals on similar terms. The series will be released every week until 2021 and “the entire 2022”.This news is from Acast Announced last week John Cameron Mitchell’s Podcast Musical National Anthem: Homunculus Will also be widely released.Hehe, and all This is ranked second only to Luminary as the second most popular Apple Podcasts subscription seller. Is Guangming alive? dead? Realize that maybe it can obtain the benefits of exclusivity only through a specific exclusivity window?

The rumor is true: YouTube may care about podcasts

I don’t know where I heard this news for the first time, or who told who what, but congratulations to all of you, they know that Google’s podcasting work will converge around YouTube. Every Bloomberg: YouTube is looking for an executive to “supervise its podcasting business.” This person will be responsible for “organizing and managing the millions of podcasts already on the site”. It sounds like a very easy and manageable job. But really, I am curious where this man started. I guess? Advocate to redesign the application so that people can listen to audio for free when the screen is locked. Oh, try to win back Joe Logan.

finally……

Mark Cuban’s Fireside application is officially released

Fireside, a live audio application co-founded by Mark Cuban and Falon Fatemi, was officially launched this week. The app has been available for download on iOS for more than a month, but I think it is no longer considered a beta version. As a reminder, they are working with Libsyn to distribute recorded live shows, RSS distributed podcasts, and according to the release of this news, creators can simultaneously stream on Twitch, YouTube and Facebook. They can also sell tickets and “insert podcasts to distribute advertisements.” It is not clear whether this means creating tags for programmatic ad insertion or what. Fireside also said that people will be able to make NFTs from their shows, and I can’t even start parsing. Obviously a lot of things happened. Will Fireside beat Clubhouse, Spotify, Twitter, Facebook or any other platforms? Hmm…I am not a gambler, so in this case, I will keep my mind.

All right! that’s all. Thank you for staying with me here, and hope you like Insider today! As always, thank you for your subscription-your support is of great significance.Please feel free to let me know what you think, or if there is anything I should pay attention to ashley.carman@theverge.com. goodbye!



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