What Happened
Panoply, the Slate Group’s podcasting arm, introduced a dynamic ad platform called Megaphone, which can swap out the ads in old podcast episodes with new ones at the time they are downloaded. The platform allows for one-click insertion of ads into podcasts, geo-targeting to reach specific regional podcast listeners, as well as A/B testing to compare ad performance. Megaphone will be available to all of Panoply’s partners, including major publishers such as New York Magazine, The Wall Street Journal, and The Huffington Post, who have all been creating ad-supported podcasts.
What Brands Need To Do
Dynamic ads present a great tool for both podcast-makers and advertisers, increasing ad inventory while also making sure brand messaging stays fresh and up-to-date. Before Megaphone, Sweden-based podcast ad platforms Acast has worked with Buzzfeed and Financial Times to provide dynamic ad insertions in their podcasts. With dynamic ads slowly taking off in podcasting, brands will have more opportunities to reach targeted audiences with relevant new ads.
Source: AdAge
