Advertisers get ready for the rise of video podcasts

With Spotify doubling down on video podcasts and YouTube already being a powerhouse for the format, marketers are shifting for the video revolution of audio.

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The Future. With Spotify doubling down on video podcasts and YouTube already being a powerhouse for the format, marketers are shifting for the video revolution of audio. But with video comes the need to actually look presentable on camera, which may reduce the number of shows marketers can advertise on.

Look at this audio Dan Granger, CEO of audio ad agency Oxford Road, calls the advertisers’ pivot to video podcasting a “little mini gold rush.”

  • Industry execs say that video podcasting gives brands more opportunities to capitalize because audiences can… you know… see, and hear.
  • Specifically, it allows for things like “unboxings, product placement, and brand logos,” according to Horizon Media’s VP, Maria Tullin.
  • But Granger says it can also be “as simple as having a Coke can on the table near a podcast host during a recording of an interview show.” Good ‘ole product placement.

And since so many video podcasts are produced as livestreams, marketers are looking to treat them the same way they would advertising on Twitch — weaving the brand in more organically with the host or sponsoring a stream and then attaching ads to clips that are put up on socials.

Basically, the more sense available to audiences, the more ways they can be advertised to.

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