"Despite its steady growth, digital audio still carries the reputation of an underachiever. In an attempt to close the gap between ad spend and time spent with podcasts and music, many of the big audio incumbents are embracing video and chasing political ad budgets to balance the books. But "video is an enhancement, not a replacement," said Greg Glenday, CEO of Swedish audio ad platform Acast. "People are trying to turn podcasting into vlogging, but that's not what it is,""
"For the first time in Acast's 10-year history, Glenday said, the US is Acast's largest market. "It's like the dog who caught the car," he joked. Now, Acast must devise a growth strategy for the US, which is difficult in a market where most brands treat digital audio as a standalone channel, he said. But programmatic tech has opened up new opportunities in omnichannel activation, self-serve buying and deal curation."
"We want our creators to be able to do video through our CMS. We have relationships with Spotify and YouTube. But the beauty of podcasting is that there's no arbiter between the podcaster and the listener. There's nobody deciding that if I said the wrong thing, they're going to demonetize me. Video's a different world - there's an algorithm - whereas podcasting is sought, not served."
Digital audio continues steady growth but retains a reputation as an underachiever in advertising revenue. Many large audio companies are adding video and accepting political ad budgets to close the gap between ad spend and listener time. Video is framed as an enhancement, not a replacement for podcasting, and attempts to turn podcasts into vlogs are seen as a mismatch. The US has become Acast's largest market, prompting the need for a US-focused growth strategy amid brands treating audio as a standalone channel. Programmatic technology enables omnichannel activation, self-serve buying, and curated deals while preserving podcasting's direct creator-listener relationship.
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