Podcast ad buyers shared their plans and conversations about opportunities in video podcasts with Digiday.
Sara Guaglione heard from agency executives on the matter.
- Oxford
Road CEO Dan Granger likens the increase in conversations around these
opportunities to a "mini gold rush." He also expresses that audio
investment deals should include both videos and audio where relevant.
- Managing
partner and executive investment director at Wavemaker US Adam Arnegger
says that pitches for video podcast ads first go to the audio
investment team and then to the video team.
- He shares that the pitches will only go directly to the video buying team when "video podcasts become more mainstream."
- SVP
of integrated investment at UM Molly Schultz compares buying methods to
Twitch: the personality of the host allows the buyer to "weave the
brand in" to the content.
