Skippable Ad Engagement, Pivoting to Long-Term Branding, Podcasting x SXSW, & More

Here's what you need to know from this week in the business of podcasting.

Podcast Download: Disconnect Between Ad Creative and Audience Expectations
TikTok on Skippable Ads, Becoming Search Destination
Communication is Key in Podcasting
Podcasting Grows at SXSW

Quick Hits
While they may not be top story material, the articles below from this week are definitely worth your time:

• The 25th Hour by Tom Webster. This week in the Sounds Profitable newsletter, Tom explains how Duolingo, rocks, and sand can help podcasting reach potential listeners who feel they don’t have enough time for podcasts.
• Podcasting Pioneer Shares His 3 Biggest Tips for Success . This week on How Success Happens, Bryan Barletta joins to discuss how companies can set themselves up for success when dipping their toes into podcasting.
• Australians downloaded more than 1 billion podcasts in 2023. According to the December Australian Podcast Ranker from Triton Digital and Commercial Radio & Audio, Australia's top 200 Australian podcasts were downloaded more than a billion times last year, representing a 26% year over year increase.
• Can programmatic help podcasts find the money? By Damian Fowler. Programmatic advertising made up 1 in 10 revenue ad dollars for podcasting last year, while forms of other digital media had 9 out of 10 come from programmatic. This piece looks at ways programmatic could have a path forward in increasing its growth rate with podcasts.
• Flightpath Premieres First-of-its-Kind Campaign Prediction One Year Into the Future. Flightpath’s new availability engine aims to elevate transparency and control, as well as allow advertisers and creators to plan up to a year in the future with confidence.
• ALIVE Podcast Network and Barometer Partner to Drive Equitable Monetization for Black Creators and Media Owners. The new partnership between ALIVE Podcast Network and Barometer aims to challenge historical disenfranchisement faced by creators of diverse backgrounds.