Then, last year, we were told that podcasts were no longer “emerging”. That’s quite a departure from when The Media Leader attended the same conference two years ago, when companies were keen to talk about the innovative contextual, keyword and conversational targeting tools being launched by podcast networks niche engaged audiences and incredible growth podcasting could offer as an emerging channel. The narrative around the business of podcasting seems to change significantly from year to year.Īt yesterday’s IAB Podcast Upfront in London, the key message from the sector’s main players was about the audio channel was, in fact, going “ beyond audio”. Feature Podcast creators and platforms are now looking beyond the sector, with ambitions to muscle in on live events, or striking licensing deals with film and TV networks.
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