The concept of what constitutes a 'podcast' has evolved significantly, with a notable 52% of respondents considering YouTube-only videos as podcasts. The report by Oxford Road and Edison Research reveals that 72% accept video recordings available as audio elsewhere under this definition. As the podcasting landscape grows, particularly with platforms like YouTube and Spotify, advertisers face new challenges due to the blending of audio and video formats. This ambiguity complicates ad budgeting and performance tracking, highlighting the fluidity of the term 'podcast' in today's media ecosystem.
No one knows precisely how to define what a "podcast" is anymore - and debate around the topic is roiling the industry.
Podcasting has never been bigger. It's credited with helping shape the presidential election, and Big Tech is coming for its piece.
The convergence of audio and video in the podcast medium has caused confusion and complexity for advertisers.
Ad buyers now have to wrangle over which of their clients' budgets podcasting should come out of - audio or video.
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