A Wild Metapod Appears

Bad Impressions

It's an advertising podcast about podcast advertising. That's it, we're not selling it any harder, we know you're lining up around the block for this one. Took the day off from work, sunscreen on, bottled water, hoping we don't run out of the ribs before your turn at the front of the line.

Luckily we have master Podcast Pitmaster KC Murphy, who has been helping brands select particularly primo pieces of podcast over at Barstool Sports, who are smokin' more ear meat than anyone in the game right now. This is how we have elected to tell you that he is the Director of Performance Marketing at Barstool Sports, with this extended barbecue metaphor.

We go through podcast history, starting with the Cretaceous Comedians who had to come first so that their bodies could sink into the geographic strata and become the sweet, sweet crude oil that modern podcasters are using to fuel a global audio economy.

How radio evolved successfully into this, at least in part, is discussed. The Local Zoo Crew did pioneer host read ads, which possibly remain the most powerful format alive today. A certain podcast the name of which ends in -town and their confoundingly effective live read ads come up.

The conversation gets much more modern when we talk programmatic podcast ad buying and the proliferation of platforms, tied to particular inventory sources or not. The different relative values of digital ad insertion products vs. host live reads, and the different situations in which each is optimal. What brands have done well, what brands will do well in the future, and what roads might have looked good previously but lead to ruin now are covered.

The gang also discuss the prospects and future direction of this advertising podcast itself, bringing everything to maximum meta levels for a thrilling conclusion!