Podcast consumption has grown significantly over the past five years. According to the 2017 Infinite Dial study, an estimated 67 million people have reported listening to a podcast within the last month. This increase in podcast listenership has opened up a number of opportunities for radio broadcasters to grow their share of digital traffic.
Expand Your Programming
Creating new content for broadcasters may seem like an intimidating task. As a broadcaster, you already have the basic building blocks that you can use to add podcasts to your on-demand content strategy. For an easy start, consider repurposing over-the-air content. Identify your most popular on-air programming and edit it down into 2-5 minute segments for quick and easy consumption. This will enable your loyal listeners to enjoy their favorite programs at the time and location of their choosing. Do you have content that never made it to air? Consider repurposing it for a podcast episode that your listeners can access exclusively online. This strategy will not only provide your loyal listeners with a wider array of content to enjoy, but will also provide them with more opportunities to interact with your brand and talent throughout their day, at the time and place that works best for them.
Monetize Your Podcasts
Traditional podcast monetization occurred through non-technical means, such as host-read announcements. With today’s technology, ads can now be dynamically inserted directly into a podcast with the press of a button. In addition to hosting, editing, and distributing podcast content, today’s podcast platforms, such as Omny Studio, enables broadcasters to seamlessly monetize inventory by stitching audio ads directly into podcast content. Through an integration with Triton's Tap Ad Server, Omny Studio makes it easy to dynamically stitch targeted pre-roll, mid-roll, and post-roll audio ads directly into podcasts, and to replace pre-recorded ads within back catalog content for continued monetization.
With the increase popularity with podcasts, it presents a powerful business opportunity for radio broadcasters to expand their programming. More importantly, it opened up new revenue channels for radio broadcasters. If you are interested in adding podcast to your content strategy, contact solutions@tritondigital.com.
